Au revoir Dior and so long Chloe, you have served us faithfully for many years, but there’s a new bag gang in town, and we’re little bit besotted. Yes, there will always be an appetite for shiny, logo-clad designer bags, but it seems as though this year the average fashion-lover has been looking for something a little less shouty and a little more low-key. While anyone can identify Chanel’s interlocking Cs or Louis Vuitton’s brown checks, it takes a more discerning eye to name-check the new guard—just think of the clean-lined, inconspicuous designs of It-brands Wandler, Staud and Dans Lente.
However, when it comes to the best new bag brands of 2018, the prize has to go to the French—after all, who else delivers chic, low-key designs quite like Gallic girls? From Elleme’s crumpled leather to RSVP Paris’ neat envelopes, these lesser-known brands are quietly making their presence felt in the feeds of Instagram’s most stylish. Unassuming yet perfectly formed, their versatile designs go with everything from jeans and knitwear to black tie ballgowns. Also, compared to the average designer tote, they come in at a pretty reasonable price point. The perfect ‘Happy Christmas to me’ gift. Scroll down to see and shop our edit of the four best lesser-known French bag brands.