The simple canvas tote bag, a staple for everyday errands, has unexpectedly ascended to the status of a high-fashion item, rivaling luxury brands like Chanel and Saint Laurent, according to fashion forecaster Lyst. This transformation has led to significant queues and widespread online commentary about how an inexpensive tote has become a symbol of status.
Cult tote bags have a history of desirability, with some given away for free by brands like Sézane now commanding high prices on resale markets. Anya Hindmarch's tote for Boots and the Daunt Books tote are also cited as examples of this phenomenon. Beyond practicality, these bags serve as a form of self-expression, allowing wearers to signal allegiance to specific brands, causes, or cultural touchstones more subtly than a slogan t-shirt or baseball cap.
Celebrities have leveraged totes to make statements. Katie Holmes has been seen promoting her mother’s brand Lands' End through its totes, while Kaia Gerber uses a tote for her online book club, Library Science. The choice of tote can also reflect an individual's lifestyle, even if the bag itself isn't aspirational. A large tote may be chosen for its capacity, such as to carry gym clothes, or its fit with personal style, like a bag from a favorite local pub or a specific retailer.
The article categorizes tote wearers into distinct "tribes" based on their bag choices:
The Local Tote: Carries a bag from a neighborhood bakery, butcher, or pub, often signaling a strong sense of community and a connection to a specific area, particularly in London. These bags represent pride in local businesses and the perceived value of personal relationships with shop owners.
The Festival/Gig Tote: A souvenir from events like Oasis Live, Edinburgh Fringe, or The Rest Is Fest, signifying that the owner has attended these cultural experiences, often with a nostalgic nod to past events and a focus on "experiences over things."
The Holiday Tote: Also known as 'resort core,' these bags, often from upscale resorts like The Newt In Somerset or Scott Dunn, are paraded to signal vacation status. A more accessible version includes a shopper from a French supermarket like Monoprix.
The Indie Bookstore Tote: Associated with a "bookish" identity, this includes millennial parents with "Books Are My Bag" totes or Zoomers who adopt reading as a personality trait. The London Review Of Books tote is a particular object of desire for displaying literary tastes, even if reading is primarily done on e-readers.
The Coffee Tote: Originally linked to the "hipster" aesthetic, with bags from establishments like Blank Street Coffee once being coveted. Now, more niche or specific coffee brands like Curious Roo or Saint Espresso are preferred, catering to specific needs like carrying yoga gear or a MacBook.
The Cerebral Tote: Chosen to signal intellectual or cultural sophistication. Examples include totes from The Economist, Mubi for film enthusiasts, or from art galleries like Heni, favored by those seeking to subtly broadcast their refined tastes.
The Comedy Tote: Features humorous slogans like "Always Carry Snacks" or "Full Of It." These are often presented as potentially dubious freebies that were the only option available when leaving the house in a hurry, implying a lack of deliberate choice.