As a kid I remember begging my grandfather to buy me a Pokémon bookbag, adding the final touch as soon as I got one: a Jigglypuff keychain. While I regret throwing both the bag and Jigglypuff away, the allure of decorating my bags still makes me giddy. Luckily, bag charms are back in a big way, and my feed has been happily filled with people showing off their accessorized totes, backpacks and more. What used to be a silly childhood memory has turned into a full-blown, modern-day fashion statement this year. From Coach to Miu Miu, here’s why bag charms are getting the spotlight—plus, how to get in on the trend.
Gen Z Is Bringing Back This Maximalist ‘90s Accessory & as a Millennial, I Couldn't Be Happier
A nice touch to your handbag
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Published Oct 25, 2024
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Why Are Bag Charms So Familiar?
In addition to inspiring bags and bangs, layering on bag charms was Jane Birkin’s thing, and she often decorated her designer bags with stickers, keychains and trinkets. Fast forward to today and I’ve seen the style technique in big cities like New York, London and Seoul. Now, the thought of sporting charms isn’t new. I’ve seen the surge of phone charms in the early ‘00s through 2010s, along with the comeback of friendship bracelets and creating charm necklaces in the last few years.
Wait, Are Bag Charms *Really* Popular in 2024?
PureWow’s very own fashion editors Abby Hepworth and Stephanie Meraz have talked in depth about the return of bag charms. In a previous trend story, Hepworth shared, “This kitschy trend is such a fun way to add personality or a unique touch to your look and can make an old tote feel fresh and new again.”
I’ve also been seeing it all over TikTok and Instagram. During Fashion week, guests were seen sporting bag charms along with models on runways for Miu Miu, Coach, Loewe and Anya Hindmarch. A far cry from quiet luxury, it’s exciting to see fashionistas leaning toward what one former editor coined loud garbage.
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How to Rock Bag Charms in 2024
There’s no right or wrong way to rock bag charms—the fun part is grabbing your favorite trinkets (i.e., keychains, strings of beads, scarves, you name it) and placing them on your bag. I’ve collected so many in the last few months and I love combining multiple together to match my outfit and show my personality. My go-to? A little storage case I bought for my Sonny Angels that I like to pop on my handbag to give my little angel a nice trip to work. You can see a few of mines and other editors above.
But if you’re looking for some guidance, TikTok creator Cora Pursley has a few helpful tips. First, your bag plays a big role in how your bag charms lay. She suggests a purse with a top handle, especially if you want to drape on a chain. Once you have the correct bag, consider the length and size of your charms. She shares, “Think texture, length [and] depth. I wouldn’t get three different keychains. I would really focus on things that are going to draw your eye around the bag.”
If you’re looking for some more inspiration. Here are a few themes you can start with.
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1. Represent Your City
Coach didn’t hold back in showing off their NYC pride. During their Fall/Winter 2024 show, models and guests showed off NY-themed baubles such as the Statue of Liberty, Big Apple and classic yellow taxi. Even if you’re not from NYC, stop at a touristy shop or local business in town who sell cute trinkets that represent your neighborhood.
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2. Keep Things Minimal
Not every bag charm has to be loud. If you’re more into minimalism, a loop strap or a drop chain can do the trick, too.
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3. Or Go Bold
I like to think bag charms tell a story. Whether that’s putting a stuffed animal or keychain from a country you recently traveled to, find a charm that makes you happy—and sparks up a conversation.
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4. Shower Your Bag In Chains
When in doubt, add a gold chain or beaded necklace to your bag. Brownie points if it matches your jewelry.
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5. Make It Useful
Who said your charms can’t be functional? Try clipping a second, smaller pouch to your bag, where you can stash additional items. Heck, you can even affix a chic Airtag charm so you always know where your bag is at all times.
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6. Add a Bit of Beauty
I like to always have my lip balm handy, and there are DIY ways to make it happen. Luckily, there are already lip balms, glosses and even mirrors you can latch on without having to spend time trifling through your bag.
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