The Viral Uniqlo Bag: Style Meets Functionality

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Before we start I must reveal a few truths. Firstly, I am not a regular TikTok-er (is that even the right terminology?). Secondly, I have spent a large part of my career working in luxury fashion. It would seem then, that Uniqlo’s viral £15 shoulder bag should be the last thing on my shopping wishlist. But 1.7 seconds into a video posted by @caitlinphillimore, I’ve forgotten who I am and what I know. She’s already produced a pair of headphones and a large packet of biscuits from inside…

Is it a clever camera angle, a trick of the eye, or could this small nylon number be 2023’s answer to Mary Poppins’ magic carryall? Phillimore’s video has been watched 701K times since April 2022, and after 35 minutes scrolling on a platform I don’t even have an account for, I realize she’s not the only one in awe of its capacity.

The minimal zip-top design might look compact – it’s about the size of a Balenciaga’s logo belt bag or Gucci’s Marmont shoulder bag – but TikTok showcases how it holds everything you might need for a long-haul flight, a day in the city, or a 13-hour stint at a festival. One content creator even highlights its ability to house an entire block of tofu; not something I’d usually carry around with me but each to their own.

Naturally, my intrigue spikes. I’m in Paris the next day when I stumble across it in Le Marais. (This is a lie. I’ve dragged my poor companion there straight from the Eurostar on a noble quest to find it. It’s a venture she does not care for.) The croissants and Notre Dame can wait… this is worth detouring for.

The small round shoulder bag comes in a range of colours: black, pink, natural, beige, yellow, green, blue, and navy. A handful of these colours have been added just in time for spring 2023 – and as a result of the bag’s viral reputation, no doubt.

In true Uniqlo style, each piece is stacked flat into a display box on a table piled high with knitwear in a similar spectrum. Its inconspicuous, space-saving properties are apparent from the get-go. I grab an orange one and head for the till, 20 euro note in hand, ready to redeem my change for the coffee I now owe my plus-one.

Despite being on the move a lot, I’m a serial over-packer and rarely go anywhere without a large bottle of water. I’ve long since given up trying to squeeze it into my existing handbags. This game of Jenga is not ideal when the ‘one item of hand luggage’ rule comes into play at Heathrow or when it takes more than a single tray to house my carry-on ‘essentials’ as they pass security. Could this bag be the remedy to my first-world problems?

The bottle of water fits, as does my wallet, passport, hand sanitiser, mask, mini sun cream, and sunglasses case… I’m starting to think Hermione Granger’s cast the undetectable extension charm on this deceptively spacious design.

Can I get my items inside, too? The answer is yes. Mission accomplished, zip closed.

Aside from its price, the best thing about this unisex bag is how light it is when empty. A feature often overlooked, especially when shopping online, it makes the weight of travel essentials manageable. Comfort is also key. The curved shape sits close to the body and offers a feeling of security. It’s lightly padded, fitted with an adjustable wide, webbed shoulder strap and has a water-repellent nylon exterior that can be wiped clean with a damp cloth.

One thing’s for sure, this bag is coming home with me, and I’m glad I got my hands on it before it sold out again. This cleverly constructed, affordable accessory is the perfect travel companion and is now the most practical small bag I own. Much like Phillimore and the rest of the Gen-Z gang, I believe it’s worthy of its rise to TikTok fame and overnight cult-classic status.