If you’re interested in beauty and fashion, you’ll know that trends ebb and flow like the tides – some fade into the past, while others remain long-lasting, timeless. Yet, amidst this changing landscape, one truth remains: fashion is cyclical. Those flared jeans from the 90s? Back in vogue. Vibrant 80s prints? Undeniably trending.

Similarly, if there is one trend that has changed the luxury fashion sector, and has come back from the past, it is none other than the bag allure. Inspired by Jane Birkin, the famous 1970s style icon whose name graces the iconic Hermès Birkin bag, bag charms have become the new ‘it’ accessory. They add a touch of individuality in a world where, thanks to social media, everyone seems to own the same thing.

Jane was known for her love of bags, and would often bring uniqueness to these bags as she would decorate them with scarves, key chains, and stickers.

By 2024, new data from Pinterest shows searches for bag charms have increased by 240 percent compared to the previous year.

to the runway

While luxury brands are often trendsetters, the rise of bag charm tells quite a different story. In this example, it was not the designers who led the charge, but the clients themselves. Through word of mouth, social media and the ever-influential Internet, bag attractions have become a fixture on the runways, making their way from consumer to high fashion runways.

Celebrity stylist and costume designer Divyak D’Souza says, “Handbags, especially from luxury brands, have long been a symbol of social status, but for me, the addition of charm is where personal style really comes to the fore. Anyone can buy an expensive bag, but adding your own story through charm reflects who you are beyond just being able to buy it. It reflects your personality and style, and I find that incredible—that’s what fashion is all about, right? Self-expression.”

From Coach to Miu Miu to Baleniaga, everyone seems to be embracing this trend. Take Miu Miu’s Spring 2024 show, for example, where sleek leather bags were adorned with exquisite gold charms.

Meanwhile, Coach’s Fall/Winter 2024 collection brought a playful twist with motifs like the Statue of Liberty, a yellow taxi and, of course, the iconic red cherry.

For Spring 2024, Balenciaga showed off a handful of bags covered in key chains.

Indian fashion designers are also not behind this trend. At the ongoing Lakme Fashion Week x Fashion Design Council of India, Anith Arora’s designs enthralled the audience with the unexpected ‘Hello Kitty’ theme. This playful narrative seamlessly extended into the bags showcased on the runway, with Hello Kitty charms, adding a touch of nostalgia to high fashion.

celebrity attraction

Bag charm is nothing new. However, lately, everyone from Isha Ambani to Gigi Hadid have been using bag charms to add a unique twist to their bags that are special to them in their own way.

Like recently, at the launch event of luxury skincare and haircare brand Augustinus Bader in India, Isha Ambani was seen carrying Kellys, which had her twins’ names emblazoned on the front. It was designed by Shokla Mehta’s cousin Aashna Mehta.

Bollywood style icons like Ananya Panday, Shanaya Kapoor and Khushi Kapoor have also been seen adopting this trend, weaving bag charms effortlessly into their looks time and again.

In the West, bag charm has become an integral part of ‘method dressing’. A perfect example of this is Gigi Hadid, who was recently spotted at the premiere of ‘Deadpool vs. Wolverine’ carrying an eye-catching Miu Miu bag adorned with charms inspired by the film.

This subtle but charming detail adds a layer of personalization and sophistication, making the trend both playful and meaningful.

How Bag Charm Became the ‘It Accessory’

Experts suggest that the concept of bag charms is actually rooted in East Asian culture and is not at all new to them. It originates from the Japanese word ‘kawaii’, which translates to “cute” or “sweet” and can also mean “small” or “cute”. Kawaii is more than just an aesthetic; It is a cultural style associated with bright pastel colors, child-like imagination, and the idea of ​​adding personality to everyday objects.

Thanks to social media (people are calling it ‘Jane Birkinfying’ your bag) – and a flood of influencers showing off personalized bag charms – this trend has gone global, with everyone now adding their own unique charms to their bags. Is obsessive.

The logic behind it is simple: In a world of mass production and social media-driven trends (looking at you, Stanley Cup), people buy the same items. However, bag charms offer a way to incorporate personality into an otherwise identical product. Whether it’s a Hello Kitty charm or one from a luxury brand, these little trinkets add a unique touch, sending a message that says, “This is me.”

taste of luxury

Last year was all about ‘sheer luxury’ and ‘clean girl aesthetics’. However, this year’s bag charm trend tells us that those who are loud (Really) are here to stay. Interestingly, experts suggest that the bag charm provides a gateway into the world of luxury for those who may not be able to afford high-end bags themselves. Many people are choosing to purchase accessories like Hermès bag charms to decorate their bags, creating a touch of Birkin-inspired style without the hefty price tag.

“Whether it’s an expensive Prada bag or something from a flea market, adding charm instantly gives it a playful, whimsical, even cute feel,” says Divyak.

Lalit Dalmia, an Indian luxury couturier who will soon be expanding his collection to include bags, says, “Charm holds memories… A little charm can make a big statement.”

How many attractions is too many?

If you’re wondering how to style your bag charms, don’t worry, we’ve got you covered. According to Divyak, when it comes to bag charm, there’s no such thing as “too much.”

“I don’t think there are any rules when it comes to bag attractiveness. You should do everything possible—add as many people as you can who reflect your story and interests,” he says.

Lalit Dalmia, on the other hand, says, “For mini bags, choose delicate charms or a single bold statement piece. With tote bags, choose larger, more dramatic charms. Backpacks match well with sleek, sporty appeal, while for a luxurious clutch, choose beautiful, elegant pieces.

Despite their different approaches, both experts agree on one thing: bag charms are all about showcasing your personal charm.