Jérôme Dreyfus “Bobi” Bag: The 2026 Comeback of the Shoulder Bag

In the nineties, it hung from our mothers’ arms; later, we secretly took one to parties: the compact shoulder bag that holds more than it appears to. Now it is set for a true comeback in 2026, led by French designer Jérôme Dreyfus’s “Bobi” model, which is already appearing in force across Instagram feeds and street-style galleries.

Why an old classic is suddenly everywhere again

Fashion moves in cycles. Trends disappear, spend a few years resting in the depths of our wardrobes, then unexpectedly return to the spotlight. That is exactly what is happening with the medium-sized, slightly soft shoulder bag with side zips, a style many people will remember from their youth.

Back then, we wore it with ripped jeans, faded trainers and hoodies. Today, fashion fans pair it with wool coats, tailored trousers or slip dresses. Its appeal lies in the combination of nostalgia and everyday practicality: the bag looks grown-up without feeling stuffy, while offering enough room for a phone, keys, wallet and a small make-up kit.

“The same type of bag we secretly pinched from Mum’s hallway chest of drawers at 15 is a trend piece again in 2026 – only this time, quite officially.”

Jérôme Dreyfus’s “Bobi” bag: an it-bag returns

A key piece in this retro craze is Jérôme Dreyfus’s “Bobi” bag. Originally designed in the early 1990s, it quickly became a subtle status symbol in France: there was no loud logo or extreme design, but rather high-quality materials, clever details and a shape that simply works.

Typical “Bobi” details include:

• a medium-sized, rectangular shape
• an adjustable shoulder strap, often featuring chain details
• a soft yet structured construction
• side zips that expand its capacity
• several compartments and small organisational features inside

It therefore delivers exactly what many city dwellers are looking for today: something that works in the office in the morning, at a café in the afternoon and at a bar in the evening, without requiring a complete outfit change.

Nostalgia meets everyday practicality

The current vintage craze is also working in the model’s favour. Older editions of the bag are currently selling much faster on second-hand platforms, in small designer resale shops and even at flea markets. Anyone who finds one in their mother’s wardrobe is effectively sitting on a small treasure.

“Many fashion fans rave about the feeling of carrying a piece of their youth on their shoulder again – only with a better sense of style.”

What makes the “Bobi” style so practical

The trend is driven by more than retro sentiment. This bag also suits today’s lifestyle perfectly, moving between mobile working, café meetings and spontaneous plans.

Three qualities stand out in particular:

Feature	Everyday benefit
Compact size	Enough room for the essentials without looking bulky.
Adjustable strap	Can be worn crossbody or traditionally over the shoulder.
Side zips	Capacity can be expanded when you suddenly need to carry more.

In addition, brands such as Jérôme Dreyfus place a strong emphasis on craftsmanship and materials. Many models are made from durable leather that improves rather than deteriorates over time. This supports the sustainability mindset: it is better to choose one long-lasting piece to wear for years than continually buy cheap new alternatives.

How fashion fans are styling the comeback bag in 2026

Anyone keen to embrace the trend does not need to overhaul their entire wardrobe. The bag is surprisingly versatile and adapts to a range of looks.

Everyday styling ideas

• Office: A wool blazer, white blouse, straight-leg jeans and leather loafers, finished with a simple black or dark-brown “Bobi” style.
• Weekend: An oversized knitted jumper, wide-leg trousers or leggings, trainers and the bag worn crossbody – done.
• Evening: A slip dress, blazer and slingbacks, paired with a metallic or animal-print model.

The option to wear the bag crossbody is especially appealing to anyone constantly on the move who wants their hands free: for a takeaway coffee, a bike lock or the handrail on the Tube.

Colours and materials worth choosing now

Fashion professionals mainly opt for three versions:

• Classic shades: Black, cognac and dark brown always work and can easily be worn for years.
• Statement colours: Red, cobalt blue and bottle green add an accent to otherwise simple outfits.
• Texture and print: Embossed leather, leopard print and metallic finishes are ideal for anyone who prefers to elevate their wardrobe through accessories.

“Anyone trying the look for the first time is safest with a neutral shade. Vintage fans should choose an older version with patina – it tells stories.”

How to recognise a good “Bobi”-style bag

Not every medium-sized shoulder bag is automatically a stylish classic. Whether choosing an original or an inspired design, a few points can help:

• neat stitching and sturdy clasps
• the feel of the material: does it seem substantial and densely made?
• a practical interior layout rather than one vast, confusing compartment
• an adjustable strap length, ideally suitable over thick winter coats too
• zips that run smoothly without catching

With second-hand finds in particular, it is worth inspecting the corners and edges closely. Light signs of wear are not a problem – many people even find them charming. Cracks in the strap or stretched-out holes, however, should be taken seriously, as they can quickly become frustrating in day-to-day use.

Why this trend is far more than nostalgia

The return of the “Bobi” style shows where the accessories world is heading: away from oversized shoppers and tiny micro-bags, towards thoughtfully designed models that adapt to everyday life. The blend of memories from our youth and modern functionality strikes a chord with a generation that shops more consciously and knows more clearly what it will genuinely use.

It is also striking how strongly social media is accelerating the craze. A handful of street-style photographs, a Reel in an influencer’s feed, and suddenly half of Europe is searching old clothes rails in the hope of finding a similar model somewhere. Those who act early have the best chance of securing attractive examples at fair prices.

For anyone wanting to explore the subject further, it is worth looking at terms such as “it-bag” and “shoulder bag”. An “it-bag” is a handbag considered especially desirable in a particular season, often due to celebrities and fashion campaigns. A “shoulder bag”, meanwhile, describes the format: a bag worn mainly on the shoulder or across the body – practical, yet an unmistakable fashion statement.

Ultimately, the main takeaway is simple: anyone with an old medium-sized shoulder bag with side zips in the wardrobe should not clear it out now, but dust it off. These are precisely the models set to shape the streets in 2026, while giving us the feeling of taking a small piece of our teenage years out once more.