If there’s one brand really driving the trend forward, it’s Poolside by Ashleigh Stone . Stone owned a store in Montauk but struggled to find straw bags she wanted to stock — so she made her own, embroidering them with rap lyrics and cheeky sayings. “When the Hadids requested bags and I woke up to Gigi posting her "Hadid AF" bag on Instagram, I knew that we had something," she says.