Quirky Bag Charms Are the Unexpected Trend Taking Over This Summer

We have reached peak TikTok aesthetic. Sure, the constant deluge of “cores” can be fun—balletcore, mermaidcore, tomato girl, coquette—but it can also be a lot to keep up with. This summer’s trends have taken a step back from pre-packaged aesthetics, and focus on easy pieces that can slide right into your wardrobe, like classic flip flops and breezy bubble skirts. However, that doesn’t mean fashion is devoid of fun, and the bag charm trend is bringing some much-needed personality back into our closets.

The trend is pretty straightforward: from TikTok to the runways, we’re covering our bags in keychains and charms for some extra personal flair. Jane Birkin kickstarted the trend in the ’80s, and today, the trend is co-signed by stylish celebs, and has even made an appearance on the runway. Ahead, everything you need to know about the bag charm trend, and how to style it yourself.

The Trend

“Girlcore” and other hyperfeminine trends like the coquette aesthetic have had a big role in fashion this year—think bows, lace, and pointelle styles. It’s this embrace of “dressing for your inner child” that has spurred the resurgence of oversized charms. Admittedly, there’s something nostalgic and fun about decorating your handbag like you would your backpack in 4th grade. Style trends can sometimes feel formulaic and detached, and bag charms allow us to infuse a touch of personal creativity, femininity, and fun back into our everyday—not to mention that it’s an affordable way to spice up your current handbag collection without splurging on a new addition.

Of course, we can’t talk about bag charms without mentioning Jane Birkin. The forever style muse famously wore her namesake Hermés tote scuffed and dirty, and personalized it with baubles and chains. The trend started on TikTok as “Jane Birkinifying a Bag” and you’ll find countless videos of users decorating their bags with charms, rosaries, and keychains. The everlasting appeal of the Olsen twins’ beat-up leather bags has also sparked the trend of purses that actually look lived-in.

While the trend started on TikTok, it’s made its way to the runway. luxury brands like Miu Miu and Coach have also co-signed the return of bag charms, presenting them in their respective shows. Models in the Miu Miu Spring 2024 show held overflowing bags that were wrapped with chains and rope accessories. At Coach’s Fall / Winter 2024 show, bags were decorated with smaller bags for a meta take on the trend. Celebrities have also given the trend a stamp of approval—Dua Lipa, Lily Allen, and Anne Hathway have all touted a charmed Birkin as of late.

How To Get The Look

The real reason this trend has taken over? It’s so easy, and you most likely already have charms laying around. Clip that keychain you got from a souvenir shop on your last vacation onto your purse of choice, and you’ve mastered the bag charms trend. Decorating a bag feels more like a craft project than a styling exercise, which makes participating in the trend all the more enticing. The power of the trend is its individualized aesthetic, so there’s no single charm or accessory that you have to have. Even if you prefer silhouettes on the simplistic side, dressing up a bag is an easy way to try something new. The best part? It’s not permanent, and you can remove the charm once you’re tired of it.

Although the trend is relatively new, there’s a massive market of bag charms available across price points at luxury brands and indie designers. For those who prefer a graphic and bold charm, String Ting, known for its phone charms, has a collection of chains with colorful beads and icons ranging from hearts to smiley faces and mushrooms. Susan Alexandra also has similar colorful beaded keychains, and Coach has classic leather keychains.

If you’re in the market to invest in a luxury charm, Louis Vuitton has chains detailed with its Fleur monogram and popular icons, and Hermés’ Rodeo Pegase Horse Charm will always be iconic. Loewe also offers personalizable bag charms that you can create in-store or purchase online. Bag charms are also easily DIY-able. Grab a group of friends and some beads, string, and whatever else you have lying around, and create a customized bag charm of your choice. Again, the best part of this trend is the personal nature, so if your charms have sentimental value—maybe a keychain from a vacation or favorite childhood character—that makes it all the better.

Summer is the perfect playground for testing out the trend. Wear a charmed bag with a sequined skirt for a night out, or wrap a ribbon around your wicker bag and pair it with a linen dress. It’s an immediate conversation starter, and the click-clack of kitten heels goes well with the jingle jangle of the charms on a purse.

The ethos of bag charms is having fun. Mix and match the charms to different bags in your arsenal and enjoy exploring pairing different textures to colors, metals, and beads.