This Bag Has Just Been Named 2025’s Most Popular Style – And It’s Hardly A Surprise

'It' bags come and go, but a true classic of the genre should be timeless - less a flash-in-the-pan accessory and more an investment purchase. When it comes to what you might call the 'designer bags charts', an elite few are guaranteed to hold their value (Hermès's Birkin, for example, or Dior's Lady Dior). This year's 'must-have', however, is also a safe bet if you're looking for a bag that is trending now but won't have lost its cult status in a few years.

According to Slingo, who crunched the search and social data around designer handbags in 2025, Ferragamo's Hug bag is this year's must-have (Google searches alone have increased by 23% over the last three months, while the bag has been tagged in almost 3,000 social media posts). It beat Bottega Veneta Andiamo, Coach's Brooklyn and Saint Laurent's Bucket, all three of which have gained major traction when it comes to what you might call the 'It-factor'.

Ferragamo's Hug is no exception. With the same curved edges and short handles as this season's hit bag style, the bowling bag, and with the addition of sleek gold hardware and a blink-and-you'd-miss-it-style embossed logo, it perfectly toes the line between high-fashion and serious function. The influencers outside its show in Milan, for one, had no trouble showing off their Hugs.

Filmmaker Amalie Gassmann styled hers with the brand's fluff ball coat worn by Hailey Bieber (Gassmann's approach last season was equally neat, when she decided to style the khaki version of the bag with an entirely monochrome look that included a blazer, mini, tights and court shoes combo).

Elsewhere, one street-styler chose to make a contrast with her Hug, pairing the fire red version with a smart black sweater dress. Our verdict? Chic.

Its name is also the stuff of handbag legends, encouraging its carrier to, quite literally, hug their Hug. With a bag this good, you'll want to keep it close.

Shop: Ferragamo's Hug Bag

Natalie Hammond is Grazia's Senior Fashion News Editor. She loves winter, hates summer and can often be found writing about the weather (and what on earth to wear).