How Instagram Made Charms More Flexible Than Your Fancy Luxury Purse

If you’re into beauty and fashion, you know that trends come and go like the tide – some fading into the past, while others remain, timeless. However, amid this ever-changing landscape, one truth remains: fashion is cyclical. Those baggy jeans from the 90s? Back in fashion. Vibrant 80s prints? Undeniably trendy.

Likewise, if there is one trend that has changed the luxury fashion space and made a comeback from the past, it is none other than bag charms. Inspired by the legendary Jane Birkin, the 1970s style icon whose name is on the iconic Hermès Birkin bag, bag charms have become the new ‘It’ accessory. They add a touch of individuality to a world where, thanks to social media, everyone seems to own the same thing.

Jane was known for her love of bags, and she often brought exclusivity with these bags as she adorned them with scarves, key chains, and stickers.

Cut to 2024, new data from Pinterest shows a 240% increase in searches for bag charms compared to last year.

To the slopes

While luxury brands are often the trendsetters, the rise of bag charms tells a very different story. In this case, it wasn’t the designers who led the charge, but the clients themselves. Through word of mouth, social media and the ever-influential internet, handbag charms have become a fixture on the runway, moving 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 charms is where personal style really shines. Anyone can buy an expensive bag, but adding your own story through charms says more about who you are than just being able to afford it. It reflects your personality and style, and I think that’s amazing – that’s what fashion is all about, right? Self-expression.”

From Coach to Miu Miu to Balenciaga, everyone seems to be embracing this trend. Take Miu Miu’s spring 2024 show, for example, where elegant leather bags were adorned with exquisite gold pendants.

Meanwhile, Coach’s autumn/winter 2024 collection brought a playful touch with Statue of Liberty-shaped pendants, a yellow taxi and, of course, the iconic red cherry.

For spring 2024, Balenciaga showed bags covered in a handful of keychains.

Indian fashion designers are also not behind the trend. At Lakmé Fashion Week X Fashion Design Council of India, Aneeth Arora’s designs captivated the audience with an unexpected ‘Hello Kitty’ theme. This playful narrative extended perfectly to the bags displayed on the catwalk, with Hello Kitty charms, adding a touch of nostalgia to haute couture.

Celebrity Charms

Bag charms are not new. However, lately, everyone from Isha Ambani to Gigi Hadid is using bag charms to add a unique touch to their bags that are special to them in their own way.

Like recently, at a launch event for luxury skin and hair care brand Augustinus Bader in India, Isha Ambani was seen carrying a Kelly with her twins’ names embellished on the front. It was designed by Shokla Mehta’s cousin Ashna Mehta.

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

In the West, bag charms have evolved and become an integral part of the “method of dressing”. A perfect example is Gigi Hadid, who was recently seen at the ‘Deadpool vs Wolverine’ premiere carrying a chic Miu Miu bag adorned with charms inspired by the film itself.

This subtle yet striking detail adds a layer of personalization and sophistication, making the trend fun and meaningful.

How Bag Charms Became the ‘It Accessories’

Experts suggest that the concept of bag charms is actually rooted in East Asian culture and is far from new to them. It derives from the Japanese word ‘Kawaii’, which translates as “cute” or “sweet” and can also mean “tiny” or “adorable”. Kawaii is more than just an aesthetic; is a cultural style associated with bright pastel colors, childish imagery, and the idea of ​​infusing personality into everyday objects.

Thanks to social media (people call it ‘Jane Berkinfying’ your bag) – and the flood of influencers showing off personalized bag charms – this trend has gone global, with everyone now obsessed with adding their own unique charms to their bags.

The logic behind this is simple: In a world of mass production and social media-driven trends (looking at you, Stanley cups), people tend to buy the same items. Bag charms, however, offer a way to inject individuality into an otherwise uniform product. Whether it’s a Hello Kitty pendant or a luxury brand, these little trinkets add a unique touch, sending a message that says, “This is me.”

A taste of luxury

Last year was about “plenty of luxury” and “clean girl aesthetic.” However, this year’s bag charm trend tells us that they are noisy (literally) are here to stay. Interestingly, experts suggest that bag charms offer a gateway into the world of luxury for those who may not be able to afford high-quality handbags. Many are choosing to purchase accessories like Hermès bag charms to adorn their own bags, creating a touch of Birkin-inspired style without the high price tag.

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

Lalit Dalmia, an Indian luxury couturier who will soon expand his collection to include bags, adds: “Charms hold memories… a little charm can make a big statement.”

How many charms are 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 charms, there is no such thing as “too many.”

“I don’t think there are any rules when it comes to bag charms. You should do it all – add as many as you think reflect your story and interests,” he says.

On the other hand, Lalit Dalmia says, “For mini bags, opt for delicate pendants or a single bold piece. With bags, opt for larger, more dramatic pendants. Backpacks go well with sporty and bold charms, while for luxurious bags, choose delicate and elegant pieces.

Despite their different approaches, the two experts agree on one thing: bag charms are meant to show off your personal charm.