Your fab bag will be very new and may well need a couple of days to breathe and come alive and feel at home with you. 

Bags with more structure (think ‘Mini Shell’) will have an insert to help maintain shape and form but others like totes and pouches will be flat. 

Regardless of bag style, I recommend removing any inserts and stuffing as full as possible with paper, tee-shirts or similar - really packing into the base and corners especially. Then, provide pampering with several good massage sessions to relieve stiffness - just like a ‘Spa day’!

For bags with optional long straps, remove any protective sleeves and then give them a good stretch and massage. Attach to your bag and then hang with several more massages thereafter.

Once your new bag has acclimatised after a few days and especially after you’ve used it a few times it will soon settle-in and mould itself to you. 

To clean, wipe gently with a damp cloth and allow to dry naturally.