When it comes to handbag sins the two things on the top of Jonathan Pease's list are white bags and those made from a clear, see through material.

While the Australia's Next Top Model style director encourages women to be expressive and daring with their bags these are a "no go zone" as far as he is concerned.

"I think the main issue I have is women who don't push it a bit," he said.

"I don't like conservative handbags and I don't like conservative fashion.

"I want to see women out there expressing themselves. If you can pull off bright fluoros, I want to see you out there wearing it."

A recent Galaxy Research online poll, sponsored by Panadol Rapid, found that on average women own 10 handbags, and spend $249 a year on them, yet still find it hard to choose the right one to match an outfit.

Pease said he was surprised by these results.

Women should only need three bags, he said. A clutch, an oversized tote and a statement or 'it' bag.

If the clutch has a strap it can transition from day to evening - use the strap in the office but tuck it away when heading out for dinner or to a function.

"Timelessness and versatility are the two key things I am trying to get out there," he said.

"You don't have to spend $900 to get a bag that works.

"I think you can get a much more reasonably priced bag. I think Australian designers are some of the best in the world so you are not falling behind the trend."

He cited Mimco, Cue and Witchery as three local brands offering affordable and fashionable bags.

"Look at Louis Vuitton and Prada for influence and if you can't afford it, buy in that space but don't buy the brand every time," he said.

"All of this stuff is budget dependent. If you can afford a $900 bag every season I say go for it but unfortunately that is not most of us."

He said the current handbag trends were fluorescent colours and soft black leather with big metal attachments.

Wearing a subtle outfit with a handbag that "pops" is his tip.

"I don't think rules apply any more," he said. "I think women can get out there and experiment with their handbags."