Thanks so much to everyone that took the time to reply, I really appreciate it.
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I think anything pushing down against the pockets/zipper in the back will cause a dent just due to gravity. If it’s those air packs that comes with the bag it should be fine. But if it’s an actual “cushion” it may cause the dents to appear. I personally don’t store my bags laying down, but that’s just because my bags fit better in my closet standing up. Hope that helps!
I really think it depends on the leather. I haven’t seen it happen with Epsom or Chevre. The Togo bag was truly treated like a workhorse, spent hours in the rain, etc. so the leather really softened, I also think it’s storage. Gravity isn’t your friend if you store it on its back. I also believe bag inserts do it, too, they inevitably push against the front and back of the bag (which is one of the reasons why I don’t use one). Don’t overstuff, either.
Using the air packs should be fine, don‘t worry, as long as you don’t use more than what the bag came withThe bag should not look blown up.
Maybe try following the advice of some ladies here (store the bag standing) or my approach - 2 weeks on its back, 2 weeks standing. Please note that Swift bags can collapse slightly if you only store them standing. This is why I switch the way I store mine and it has worked just fine. In general when I acquire a new bag, I observe how it behaves over the first weeks and then decide how to store it. Again, every batch might be different but in general yes, most bags could be stored on their back but there is no perfect way to keep every bag pristine, both laying and standing can come with pros and cons and will have a certain impact on the leather and shape.