Over the last couple of months, bag charms have emerged as one of the biggest trends of 2024. All sorts of bag accessories have steadily gained popularity worldwide. From miniature stuffed animals to compact video games, bag charms of various natures are replacing the traditional keyring. With global interest in bag charms at an all-time high, this season is the perfect opportunity to customize your favorite bag with a personal touch.
Below, EnVi guides you through everything you should know about the trend taking over our handbags in 2024.
The Rundown
After the domination of quiet luxury, maximalist accessorizing is on a refreshing roll. Last year, we witnessed bows — the ultimate symbol of coquettecore — take over fashion and beauty spaces. Previously, headphone accessories had been all the rage. Fashion-forward individuals designed custom pop-on attachments, crocheted headband sprouts or even tied bows around the speakers.
The most recent wave of maximalist style gained traction in late 2023 when East Asian youth cultures and global runways popularized bag charms. The trend may even borrow some inspiration from British style icon Jane Birkin — if the name rings a belt, that’s probably because she was the inspiration behind Hermès coveted Birkin bag. Birkin famously decorated her bags with various types of stickers and charms.
Different from the well-known Twilly or skinny silk scarves attached to bag handles, bag charms connect with Generation Z’s love for retro fashion and personalization. “Owing to Gen Z’s obsession with 90s fashion and playful accessorizing, bag charms and other totes embellishments have become the latest DIY project for the fashion set,” says Michael Appler, Communications and Media Relations Director at Trendalytics.
This summer, global interest in bag charms has spiked. Appler shares that searches for bag charms grew by over 300% in May. Additionally, he says, social buzz — comprising posts and social actions around these products — has increased 423% compared to this time last year.
“More customers have begun decorating their bags with quirky charms and keychains, and designers have responded. Stella McCartney, Kurt Geiger and Tory Burch all market extensive product lines of bag charms,” says Appler. South Korean brands, for example, have transformed keyrings into an everyday accessory, while brands such as Coach, Miu Miu and Loewe have turned bag charms into entry-level luxury must-haves.
The Products
Almost anything can constitute a bag charm as long as it can be attached to your bag. Traditional keyrings, usually meant to hold keys, are used as purely decorative attachments with cute designs. Another popular bag charm option is a miniature plushie; many brands have debuted branded keyrings featuring small plushie versions of their mascots.
French luxury label Louis Vuitton, for instance, launched a campaign solely dedicated to bag charms of the House’s mascot, Vivienne. The capsule collection reinterprets Vivienne as a fashion icon, dressed in Louis Vuitton items and signature motifs. The collectible items come in eight models, each representing a different persona and style (LV Denim, LV Malletage, LV Golden, Pink Lady, LV Parisienne, Shopaholic, and LV Mix). The collection also features a limited edition piece similar to the classic Louis Vuitton truck, which serves as a case to collect the bag charms.
Bag charms can also be functional — for example, K-beauty brand FWEE launched a Lip & Cheek Blurry Pudding Pot keyring that carries enough product to last several uses.
Interestingly, this mode of self-expression has seeped into other fashion avenues. In addition to customizing bags, some people are decorating their sunglasses and shoelaces with charms. Though shoe charms are comparatively simple, shoelaces offer room for charm attachment and letter-block beads. As does any popular fashion trend, personalized sunglasses bags and shoes offer a new outlet for self-expression through personal style.
Upgrading Your Bag’s Charm
Love the trend, but don’t know how to get started? It’s easy enough to follow in the footsteps of your favorite stars.
If you’re a fan of cute or cozy accessories, consider investing in colorful plush charms. K-pop singer and actress Jisoo of BLACKPINK has shown a preference for adorable Jellycat bag charms, inspiring a craze for the brand’s bunny keyrings. Bandmate Lisa, who made a June comeback with “ROCKSTAR,” has a similar affinity for toy bag charms. In a recent Instagram upload, Lisa shared her 2008 Louis Vuitton tote bag decorated with bag charms from Line Friends, Pop Mart, Louis Vuitton and Casetify. Similarly, Thai darling Tu Tontawan has mastered maximalist accessorizing by frequently adding vivid-color accessories such as photocard holders.
On the other hand, you can coordinate your bag charms with your outfit to elevate your look in a personal way. For example, Stray Kids member and Louis Vuitton‘s it boy Felix Lee made an airport appearance sporting the IV Cat Figurine Key Holder and Bag Charm. On a different occasion, Felix opted to enhance his Alma bag with a cute Blue Piyong Key Ring from the South Korean brand COMFORT. (We think he was even responsible for selling out the product on COMFORT’s website.)
Meanwhile, Sydney Sweeney, a long-time ambassador for Miu Miu, took a minimalist approach by decorating her bag with a brown scarf that matched the same fabric of her monochrome outfit.
Get the Trend
If you’re still looking for more inspiration, EnVi curated a diverse collection of bag charms to give your favorite backpacks, handbags and clutches the modern-day Birkin treatment.
and Bag Charm
Key Ring
*All products featured on EnVi are independently selected by our editors. However, we may earn a commission from qualifying purchases.
Interested in more trends? Check out how to sport pleated skirts, this summer’s must-have items here.
