Ladies.... If you don't carry it will, you'll kill it! You should "hug" your bag.. Love it, and watch how this love pays back ;)
1. Give it some weight: sure, it will kill your back after about five minutes, but it needs substance to anchor it to your side.
2. Make sure it's not top heavy: no one wants to be street-style papped picking up their Oyster card and old tissues off the floor when the bag goes for a Burton.
3. Treat it like a VIP: this bag will be showing off its bottom a lot, so no parking her on the floor of the restaurant/bar/ladies. She needs her own seat so she's pristine and camera-ready at all times.