Abstract: An inflatable shape maintenance device is provided to maintain the shape of a handbag or purse by first inserting it into a void space within the handbag or purse while being substantially deflated or partially inflated. Then a gas is introduced into the inflatable shape maintenance device until it is at a desired turgidity, whereby a desired shape (form) of the handbag or purse is restored and/or maintained. The turgid inflatable shape maintenance device remains within the handbag or purse during times of storage. Then when use of the handbag or purse is desired the valve is opened and the gas contained with the inflatable shape maintenance device is passively or actively evacuated to decrease turgidity thereof. Once a sufficient volume of gas has been removed from the inflatable shape maintenance device, it may then be removed from inside of the handbag or purse.