Meet Celeb-Loved Affordable Handbag Brand Freja NYC

There’s arguably never been a better time to be on the hunt for a new statement bag: Buzzy new affordable handbag brands have been cropping up left and right, with a slew of famous fans and on-trend yet versatile styles in tow. And if you’ve been wondering which label is set to be the next Aupen or Telfar, it looks like we may have our answer in Freja. A growing number of celebs (like Hailey Bieber, Katie Holmes, and Alix Earle) have recently toted around the brand’s nostalgic yet modern designs, all of which are under $550—and the most popular styles come in at less than $300. Read on to learn all about Freja New York, from the brand philosophy to standout celeb sightings to our favorite products to shop.

About the Brand

Jenny Lei got the idea for Freja New York one night in 2019 while preparing for a busy day of interviews and events. Having trouble finding a tote that fit her needs while feeling stylish and intentional, she decided to create her own and set off on a nearly year-long journey to perfect the design and production process. Freja officially launched in February 2020 with a small batch of 300 bags in neutral, coffee-inspired hues, and the brand has steadily expanded its range and following over the last four years while maintaining a sustainable, community-oriented feel.

Today, Freja has a versatile yet curated range of bags and accessories, from the inaugural Linnea tote to popular smaller styles like the Caroline and Chrystie and a range of travel cases. Many of the most buzz-worthy bags have an elongated, ’90s-inspired silhouette, while the totes have a structured yet slouchy feel—and every product is carefully designed to hold all your essentials without sacrificing aesthetic value. As for colors, Lei has stuck largely to timeless neutrals, but Freja is launching a new pistachio shade that plays into current trends while remaining muted enough to have staying power.

The Trend

While Freja overall has achieved a growing reputation as the up-and-coming handbag brand to know, its ’90s-inspired shoulder bags in particular have achieved street style star status. Back in April, Hailey Bieber carried the brand’s Caroline Bag in classic black while out and about, quickly sparking a new wave of buzz. Alix Earle showed off a similar style weeks later in an OOTD video, while Katie Holmes wore the Caroline in the shade Oat while out to dinner with daughter Suri Cruise in New York.

The bags’ minimalist yet intentional feel offers lots of versatility when it comes to styling: Bieber and Holmes both went quiet luxury-adjacent in relaxed yet tailored ensembles that coordinated with the colors of their bags, while Earle’s pairings of choice—a form-fitting green turtleneck and black cargo pants—felt decidedly Y2K for younger, trend-obsessed crowds. On a more chaotic note, Anna Delvey recently arrived at court in a Freja bag paired with a skirt suit featuring a scarlet letter “A,” and fashion Twitter immediately took notice of the conversation-starting statement.

We’re still early in Freja’s rise to the forefront of the affordable handbag scene, and we can imagine we’ll see plenty of other celebs and influencers carrying its styles in the coming months. The designs feel fresh and of-the-moment yet not so trendy as to fall out of fashion as quickly as they arrived, so it will be exciting to see how the brand continues to grow with its carefully curated strategy. Maybe in a few years, Freja will be a household name, with almost everyone who loves a good bag keeping a style in their closets.

The Best Freja Handbags to Shop

Caroline Bag

Beloved by Bieber, Holmes, and more, the Caroline bag is a collaboration with stylist and content creator Caroline Lin. Its ’90s-inspired silhouette features thin, rolled straps and a topstitch detail, and it’s available in four timeless neutral shades. Oat, pictured above, would pair beautifully with butter yellow ensembles, milkmaid sundresses, and more—all while heading to pick up a situationally appropriate oat milk latte, of course.

Linnea Tote

The tote that started it all, the Linnea is designed to fit a 13-14″ laptop plus anything else you might need throughout busy workdays or weekends. It has two main compartments plus several smaller pockets and card slots, comfortable straps, and a key leash. The slouchy yet structured silhouette is ready to stand the test of time, as is the range of six coffee-inspired shades—all of which feature merlot lining and champagne gold hardware.

Chrystie Bag

If we had to place bets on which Freja bag will take off next after the Caroline’s street style success, we’d go with the Chrystie. This shoulder bag’s design is similar yet different—it also features an elongated silhouette, but perhaps the most exciting detail is the magnetic, double-folding top closure. You can absolutely lean into your inner Mary Poppins with its roomy design, featuring four large interior pockets and plenty of space for carrying countless lip products and pairs of sunglasses (as I do all too frequently).

Mini Chrystie Bag

As you’d expect, this is the little sister to the Chrystie, with a slightly smaller silhouette for days when you want just the essentials. That being said, don’t let its tiny appearance fool you: I’ve been testing the Mini Chrystie out and find that it easily fits anything I’d normally put in a small to medium purse with room to spare. It’s one of two styles available in the new pistachio shade, so this option is ideal if you’re looking for a true “it-bag” moment in a trending silhouette and color.

Paloma Tote

The bestselling Paloma is one of Freja’s roomier styles, with space for a 16″ laptop in the middle compartment plus two side compartments that fit up to a 13″ computer—so you have options on how to pack it, even on the busiest of days. It also has plenty of pockets to keep everything organized, comfortable wide straps, and easy water bottle access, resulting in a bag that definitively makes daily life easier.

Bucket Bag

Can’t get enough of bucket bags for warm-weather outings and carefree days on the go? Freja’s iteration features two pockets, a magnetic tab closure, and plenty of room for your summer essentials.

Toiletry Case

If you’re in the market for a chic way to keep your cosmetics and necessities organized when traveling (or within a larger tote), this could be your answer. The durable, structured design has a substantial feel and easily stores your makeup, skincare, and more in one place.