Bag Charms Are Booming: Why Is This Statement Resonating Now?

Forbes

23-05-2025

Heaven Mayhem and Freja NYC collaboration, Photo Credit: Courtesy of Heaven Mayhem and Freja NYC
Call it nostalgia, self-expression, or a playful twist on everyday luxury — bag charms are having a moment.
From whimsical plushies to refined, jewelry-inspired tokens, statement charms are dangling from purses everywhere. Women aren't just getting the bag — they're accessorizing it, too.
Of course, this isn't an entirely new phenomenon.
Fashion has long been known to sit at the intersection of practicality and play. It's also no coincidence that whimsical brands like Jellycat (which has exploded in popularity with adult collectors, amassing a devoted following on TikTok) are also earning their spot on designer handbags, with their food-inspired plush keychains.
Before charms became high-fashion heirlooms, they were hanging from Kipling's signature nylon bags in the form of plush monkey keychains.
Luxury brands soon elevated the concept. Brands like Louis Vuitton and Fendi transformed bag charms into status symbols. Fendi's Bag Bugs (or 'monster charms'), designed by Karl Lagerfeld in 2014, were plush, playful and priced in the hundreds — turning bags into characters and collectors' items.
Now, in a post-pandemic world shaped by emotional dressing and nostalgic aesthetics, bag charms are having a renaissance. From Lububu dolls to Monchhichi revivals and fashion accessory brands blurring the lines between plush and precious, the trend reflects a desire for comfort, joy and individuality — especially in an era of 'trend burnout' and aesthetic overload.
Fashion sourcer and founder of SourcedBy, Gab Waller, points to the power of belonging: 'I really think it all comes down to being part of an 'if you know, you know' type of community. Owning one makes you feel like you're part of something, and right now, community is at the core of what consumers are craving.'
This rise in plush charms and toy-like accessories aligns with a broader cultural movement: the kidult trend. Adults — especially Gen Z — are embracing toys, collectibles, and playful accessories not just for fun, but for emotional comfort and expression. According to market research firm Circana, adults over 18 now account for 28% of global toy sales, with U.S. adult toy purchases exceeding $7 billion in the 12 months ending June 2024.
Labubu plush toys have become a significant trend in the collectible market, with resale prices varying based on edition, rarity and demand.
'It's cheeky! I love it,' says Taylor Sade, founder of jewelry brand Vertigo (whose collab with handbag brand Liffner launches in late May). 'Ultimately, 'getting the bag' has always been about securing what's yours. Accessorizing speaks to that — it's no longer just about owning the status symbol, but about elevating it through personal flair.'
'We're seeing the rise of emotional collectibles,' adds Emily Austen, founder of PR agency Emerge and author of Smarter. 'From enamel pins to limited-run toys, there's a new category of accessory that doesn't just adorn — it affirms.'
Austen continues:
'Charms sit beautifully between fashion and fandom. They borrow the collectability and drop culture of sneakers, but filter it through emotion and personal meaning. They're playful, affordable(ish), and portable — the accessory equivalent of a meme with main-character energy."
Photo Credit: Courtesy of Smarter, Emily Austen
That emotional connection is what inspired the collaboration between lifestyle and accessory brand Heaven Mayhem and luxury vegan handbag line Freja NYC. Together, they launched a limited-edition capsule of two bags and three charms, combining Freja's beloved Mini Chrystie bag with charms inspired by Heaven Mayhem's best-selling Julia necklace. The charms are visually cohesive with the bag color scheme yet striking with bold hardware.
'It only made sense to adorn the bags with a charm that represents Heaven Mayhem,' says Heaven Mayhem founder Pia Mance. 'They're a spin-off of our iconic Julia necklace, but reimagined for your everyday essentials.'
'The bag charms celebrate personal style and allow people to be unique in how they adorn their bags or keyrings,' she adds. 'They blur the line between functionality and fashion, and bring that playful element to everyday life.'
Freja founder Jenny Lei echoes that sentiment:
'I started Freja as a work bag brand for women entering the workforce, because I couldn't find a tote that felt functional yet confidence-boosting. Our first tagline was 'bags that work overtime, so you don't have to.' Now, I think the act of accessorizing that bag symbolizes something more — women really owning their power. Not just trusting themselves and chasing dreams, but gaining confidence and having fun with it.'
Waller agrees — and says her clients are responding to charms as a way to access luxury without the full price tag: "To be able to buy a Prada keychain or a Miu Miu bag charm, it's something my clients are gravitating toward because it's still relatively affordable. That charm makes a non-designer bag feel luxurious.'
Vertigo's Sade adds: 'Whether your bag costs $100 or $10K, chances are you aren't the only one who owns it. Small accessorization opportunities, whether it's charms, scarves, chains, or whatever else suits your style, add a sense of individuality and originality that fashion, and many other industries for that matter, are really championing.'
Photo Credit: Courtesy of Vertigo
Laura Gabriele, a style expert and wardrobe curator, sees the charm boom as part of a larger accessories renaissance.
'We're in the ultimate era of accessorizing these days, which I love,' she says. 'With the rise of quiet luxury, ready-to-wear has leaned more minimal — so we're relying on standout but not necessarily loud accessories to make a statement. Items like sunglasses, brooches, statement cuffs, stacks of jewelry — and yes, bag charms — are no longer afterthoughts. In many cases, they're the entire focal point of a look.'
Jewelry designer Adina Reyter also sees charms as an extension of something deeper — not just style, but sentiment.
Photo Credit: Courtesy of Adina Reyter
'When we launched our bag charms, I wanted to create something lasting that could work on your bag or your keys,' Reyter says. 'When I was 16 and got my license, someone gave me a Tiffany keychain with my name engraved on it. Our bag charms carry that same meaning. You can pick your zodiac or an engravable Big Bead and add any color of the rainbow enamel beads to create this joyful charm that reflects your personality. Bag charms add joy to your bag, your keys — and it's those little moments that make everything better.'
For Austen, the appeal is also emotional:
"In a content-first world, your charm becomes part of your identity. It's like Taylor Swift's friendship bracelets — a visual code that connects us to others. It's an easy way for brands to create emotional products and for people to express themselves. At their core, charms are about personality. And there's always room for that.'
Austen's own Smarter book charm, a tiny token modeled after her bestselling book, sold over 800 units in a quiet, invite-only drop.
'It sold out almost instantly,' she says. 'Purely through word-of-mouth and vibes. We didn't run ads. We gave people something they didn't know they needed — a charm that whispered 'you're doing great, sweetie' every time they zipped up their bag. It wasn't just merch — it was a mini manifesto.'
Designer Julie Etienne, founder of the jewelry line Mademoiselle Jules, describes her charms as wearable energy.
'I wanted to take the symbolism and intention behind jewelry and reimagine it in a fresh, fashion-forward way,' Etienne says. 'We currently have three styles, each with a unique mood and meaning.
Photo Credit: Courtesy of Mademoiselle Jules
"For example, our Talislove Charm features a big bubble heart, a mini gold heart, an evil eye, a cornetto (Italian horn), and a freshwater pearl — some of my best-selling symbols across earrings and necklaces. Each one represents protection, strength, and love. They're like modern talismans for your keys or your bag.'
'They hit the sweet spot between statement and sentiment,' she adds. 'In a world where people are curating their style down to every detail, bag charms are a joyful way to express who you are. After a few seasons of quiet luxury, we're seeing a return to personality and play — and bag charms are an easy way to add both, without overthinking it.'
'They remind us of the joy of personalization,' Etienne continues. 'Like sticker books or charm bracelets from childhood, but elevated. Each one speaks to something personal: a reminder to stay strong, a tribute to someone you love, or just a pop of color that makes you smile.'
'I carry a tote bag every day, and on it I have a pink Prada teddy bear and a Fendi strawberry,' says Waller. 'That combo is uniquely me."
For Pia Mance, it's also about range:
'You can enjoy the charm's fun nature from a distance, on a keyring — or go bold and adorn your bag. It's personal flair, without the pressure of wearing something expressive around your neck or ears.'
Photo Credit: Heaven Mayhem bag charm
Or as Vertigo's Sade puts it: 'Sometimes a charm blends into your look. Other times, it's all about contrast. That's the beauty of it — you can switch it up depending on what you want to express that day.'
'I see bag charms as a staple,' Waller adds. 'The collecting craze might slow down, but the charm isn't going anywhere. They've become a permanent part of how we personalize and style our accessories — even on Birkins and Kellys.'
'I see accessories as more powerful than ever,' Gabriele explains. 'My clients are investing in timeless staples they'll wear again and again. They're proud outfit repeaters. But accessories are where they play. A plushy charm or bead stack can instantly make a formal bag feel less serious — and open up entirely new ways to wear the same look."
'I don't think this is a fleeting trend," Gabriele adds. "As minimal dressing becomes the default, charms become the twist — the wink, the personality, the way in.'