More than half of Gen Z women are abandoning handbags on nights out, opting instead to stash their belongings in their bras, according to new research by Echo Falls. The study found that 52% of women aged 18-29 now use their underwear to carry items like lipsticks, bank cards, and even phones, as handbags are increasingly viewed as outdated.
Bag-Free Nights Out on the Rise
Almost a third (28%) of women in this age group now go out partying without any bag at all. The survey revealed that 44% of under-30s consider handbags “old fashioned,” while 34% say going bag-free “feels freer.” Three-quarters of respondents admitted to tucking their phone in their underwear, and 64% have placed cards, ID, keys, and lip gloss in their bras.
Generational Divide in Accessories
Older generations still cling to handbags, with 60% of Gen Xers and Baby Boomers using them to carry “everything.” However, three-quarters of over-45s have noticed handbags disappearing from dance floors. The tradition of dancing around a handbag is fading, with 28% of Gen Z ditching it entirely.
Other Traditions Fading
Gen Z is also dropping other night-out staples. The survey found that 33% no longer carry cash, 23% avoid waiting at taxi ranks, 20% skip single-sex nights out, and 19% reject queuing outside nightclubs or asking the DJ for requests. Bodycon dresses (19%) and high heels (17%) are also falling out of favor. Even toilet selfies are on the decline, with 16% abandoning them.
Comfort Over Glamour
Comfort is becoming a priority, with 30% saying it now beats glamour when choosing a night-out outfit. The research also found that 81% agree Gen Z is the most hands-free generation yet. Echo Falls brand manager Taran Dhillon commented: “We’ve been listening to our audience and the research clearly shows that women are ditching handbags, but no-pockets fashion is letting them down.”
Presenter and podcaster GK Barry added: “I cannot tell you the number of times I've gone out thinking, 'I'm not taking a bag, I'll be fine,' and then five minutes later I'm stood there holding my phone, my lip gloss, my keys and somehow everyone else's belongings as well. Women's clothes never have proper pockets, bags ruin your outfit, and sometimes you just want to be hands-free with your friends and your drink.”
