The new trend in fashion and functionality is the emergence of reusable shopping bags.
These aren't the ordinary paper bags that stores provide for you to carry your purchase. They're all new plastic, or fabric-based bags with designer graphics of a higher production quality. The new trend in bags are flash, but they'll also store your stash! People are using them as an extended purse, storing items for daily use that would otherwise not fit in a regular purse.
It is a step into the future of preventing paper waste. It is an environmental boon that may also be a marketing and advertising bonanza. People gladly use their bags as a sign of being in style, but also mark themselves as slaves to the brand. I guess being a billboard is a small price to pay for going green.