Forget minimalist handbags! This summer, it’s all about personalisation and playful expression, with bag charms taking centre stage.  

Even luxury brands like Chanel and Hermès are embracing the trend, offering designer charms to elevate their iconic bags. 

This resurgence goes beyond mere aesthetics – it taps into a desire for individuality and echoes the maximalist movement that’s replacing the subdued trends of recent years.

Livia Nunes with Miu Miu Arcadie
Image Source Kirstin SinclairGetty Images Entertainment

The Original Bag Charm Queen: Jane Birkin

The history of bag charms is a fascinating journey that intertwines with the evolution of fashion and personal expression. While the concept of adorning bags with decorative embellishments dates back centuries, the modern iteration of bag charms, as we know them today, emerged in the late 20th century.

The current bag charm craze draws inspiration from a fashion iconoclast: Jane Birkin.  The actress who lent her name to the legendary Hermès Birkin bag was famous for her relaxed, individual take on luxury.  

Bag Charms
Singer Jane Birkin with her namesake bag at LInstitut Franco Japonais de Tokyo on March 26 2013 in Tokyo Japan Image Source Jun SatoWIREIMAGE

She wasn’t afraid to personalise her Birkin with an eclectic mix of ribbons, jewellery, and even keychains.  In doing so, Birkin redefined what it meant to carry a designer bag.  

Her seemingly effortless personalisation transformed a status symbol into a cherished, well-worn companion, coining the term ‘Jane Birkification’ in the process.

Birkin’s playful approach to accessorising her bag paved the way for the current explosion of bag charms, where individuality and self-expression are once again at the forefront of luxury.

Bag Charms: Fashionable Self-Expression

In 2024, bag charms have become a must-have item for fashion-forward individuals. Here’s everything you need to know about this hottest style trend:

1. Versatility:

Bag charms come in various styles, from playful pom-poms to elegant tassels, quirky keychains, and luxurious charms adorned with jewels or logos. This versatility enables individuals to express their distinctive personality and style through their choice of charm. In the realm of street style, numerous influencers have embraced this trend wholeheartedly.

Leia Sfez made a striking statement by pairing a Hermès Kelly bag adorned with a green bandana wrapped around the handle, spotted outside the Hermès Spring/Summer 2024 show.

Bag Charms

 2. Personalisation:

One of the reasons bag charms have become so popular is their ability to personalise an otherwise ordinary bag. Whether you opt for a charm that reflects your hobbies and interests or simply complements your outfit, it’s a fun way to make a statement.

Livia Nunes recently showcased her keen fashion sense by accessorising her Miu Miu Arcadie leather tote bag with adorable teddy bear charms and keychains. These charming additions undoubtedly elevate the bag’s already chic aesthetic.

Bag Charms Kirstin Sinclair. Getty Images
Image Source Kirstin SinclairGetty Images

3. Customisation:

Many fashion brands now offer customisable bag charms, allowing customers to choose their charms’ colour, material, and design. This customisation trend has further fuelled bag charms’ popularity as individuals seek unique accessories that reflect their personal style.

Bag charms personalisation
Image Source Loewe Website

Luxury brands are taking note of the personalisation trend. Take Loewe, for example, which offers a range of customisable bag charms.  From initials and lucky numbers to playful charm combinations, they empower customers to design charms that reflect their unique tastes and personalities. This inclusive approach makes the trend accessible to everyone, allowing them to add a touch of individuality to their favourite bags.

 4. Social Media Influence:

Social media platforms such as Instagram and TikTok have been instrumental in spreading the popularity of bag charms. Influencers and fashion bloggers regularly feature their preferred charms, motivating followers to adopt the trend. On TikTok alone, the hashtag for bag charms has amassed over 20 million posts. 

In addition, through social media, users can discover endless charm styles, see how others are rocking the trend, and even share their own creations, fostering a vibrant online community of bag charm enthusiasts.

5. DIY Culture:

Besides commercially available bag charms, many people are embracing the DIY approach, creating their own customised charms using beads, charms, and other materials. This DIY culture adds an extra layer of creativity and individuality to the trend. 

The rise of DIY bag charms also injects a dose of eco-consciousness into the trend. By repurposing and upcycling readily available materials, fashion-forward individuals can create unique bag charms that express their style without neglecting the environment. This DIY approach proves that staying on-trend can go hand-in-hand with sustainability.


i tend to make these when i’m in raggedy goblin mode 🧌🦝 so here’s a little show & tell of the end product #sillylittleartproject #DIY #DIYproject #bagcharm #diybagcharm

♬ original sound – ✨evelyn✨

6. Collector’s Items:

With the rise of limited-edition collaborations between fashion brands and artists or designers, bag charms have also become collector’s items. These exclusive charms often sell out quickly and can become highly sought-after among collectors.

Image Source Hermès

Hermès offers a coveted collector’s piece. For the ultimate Hermès devotee, the brand’s Twilly charm is a must-have. This exquisite piece pays homage to the iconic Kelly bag, its design incorporating the signature silk twill associated with the bag. The rarity of the Twilly charm further elevates its status, making it a coveted collector’s item and an actual trophy for any Hermès enthusiast.

Bag Charms: Contemporary Versatility

Fuelled by the emphasis on personalisation and individual expression that defines 2024, bag charms have transcended their humble beginnings as simple accessories. 

Now, they’ve become statement pieces, reflecting their owners’ unique style and creativity. This transformation has propelled bag charms to the forefront of fashion trends, particularly among the young and fashion-conscious. 

Credit: TikTok @myinternetcoursin, Instagram @lilyallen
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