By the time you hit your late twenties, you probably know what bag you’d invest in if you could. Maybe it’s a Hermès Kelly (dream), maybe it’s a Bottega Sardine, or maybe it’s that vintage Dior Trotter you’ve been stalking on resale platforms for months. But lately, no matter which one you spot on your feed or your favourite celebrity’s arm, there’s something else dangling from the handle—tiny, personal, and slightly unexpected. Enter: the return of the bag charm.
Not the overdone kind. We’re not talking about those clunky designer keychains circa 2010. What’s happening now is more nuanced, more intimate. Think: a soft Hermès Rodeo horse clipped onto a Birkin. A KAWS Companion peeking out from a Goyard. A Labubu with wild fur and a mischievous face on a Lady Dior. These charms don’t scream. They suggest. And people are listening.
Maybe it’s just me, but there’s something deeply nostalgic about this whole moment. Remember how we used to personalise everything growing up? Stickers on our pencil cases. Beaded phone charms. Custom keychains, shoelace clips, glitter initials on backpacks. We knew even back then: our stuff felt better when it looked like ours. That impulse never really left—it just evolved. And now, it’s made its way to the very top of the luxury food chain.
According to Bain & Company, Gen Z and Millennials are behind over 60% of global luxury spending. What they (we) want isn’t just something expensive—it’s something that tells a story. Over 85% of top luxury brands now offer some version of a charm—Hermès, Louis Vuitton, Dior, Prada, Loewe, even Chanel.
It’s a kind of fashion intimacy. A way to say this bag is mine, not just because I bought it, but because I marked it.
“A beautiful bag charm is like a whispered secret—delicate, intimate, and deeply personal,” says Vaishali Jain, content creator and founder of The Vaishali Diaries. “Whether it’s a charm that reminds me of a city I once wandered through, or something that captures a moment of transformation, I choose the ones that feel like a quiet extension of who I am.”
What started as a playful accent has turned into a kind of language. A charm doesn’t just decorate a bag—it adds context. It softens a rigid silhouette, injects humour into something serious, or makes a big brand bag feel less… expected.
“Bag charms are evolving from seasonal accessories into personal style signatures,” says stylist Geetika Verma. “They’re like little story fragments. Even if it’s just a Fendi teddy or a Gucci mascot, it’s saying something about who you are.”
And fashion girls are clearly on board. On TikTok, #BagCharms has over 1.5 billion views. On Instagram, curated accounts like @thebirkinboy decode charm drops like they’re art heists. Influencers like Tina Leung and Heart Evangelista have made charms a staple—sometimes it’s a Tamburins perfume capsule, other times it’s a childhood toy reimagined in leather and gold.
There’s a bit of cleverness in how brands are treating charms now. Hermès only offers Rodeos or Pegases in specific colourways, often to long-term clients. Dior lets you spell out your name in ABCDior letters. Louis Vuitton’s Vivienne evolves with each season—ballerina, astronaut, ski bunny.
And because charms start at a lower price point, they’ve also become a popular entry into luxury. Label founders like String Ting have said charms now make up over 60% of their sales—proof that the little things can add up.
Then there’s the charm of crossovers. Art-meets-toy icons like Labubu—a character created by artist Kasing Lung—have exploded beyond collectable figurines. In 2024 alone, Labubu brought in over US$419 million in global sales, and now, you’ll see them clipped onto everything from Birkins to Celines. The charm becomes part of the look, but also part of the story.
And the storytelling isn’t limited to the West. In India, indie label Olio is turning nostalgia into art, with enamelled charms inspired by Bollywood, matchbox graphics and autorickshaws. They feel rooted and familiar, and they look incredible paired with structured, global silhouettes.
It makes sense. As fashion leans more into “quiet luxury,” there’s something quietly rebellious about clipping a fuzzy alien to your five-figure tote. Or spelling out your name in metal letters. Or adding a little chaos to something pristine.
It’s a kind of fashion intimacy. A way to say this bag is mine, not just because I bought it, but because I marked it. Because I made it feel like me.
As Ms. Jain puts it: “Bag charms aren’t accessories—they’re modern talismans. They hold memory, intention, and mood. They invite the world in, but just a little.”
And maybe that’s the heart of it. In an industry where polish can sometimes feel impersonal, charms are a reminder that fashion doesn’t have to be perfect. It just has to be yours. Here are a few examples of what you can buy to make your handbag, yours.
1. Hermès Rodeo & Pegase Charm
Soft, sculptural and hardware-free, the Hermès Rodeo is a collector’s favourite. The stylised horse lends charm—literally and figuratively—to a Birkin or Kelly. Its winged counterpart, the Pegase, elevates the obsession further, released in seasonal colourways that vanish quickly. Rarely available on demand and often tied to boutique relationships, these charms signal quiet status. Carried by collectors and editors alike, they prove that in the world of understated luxury, the smallest details carry the most weight.
2. Louis Vuitton Vivienne Charm
Vivienne, Louis Vuitton’s flower-headed mascot, is now a collectable icon. Each season, she returns in a new role—ballerina, astronaut, skier. These detailed figures add a spark of joy to monogrammed classics, and collectors love the evolving story. They’re playful, highly limited, and full of character. For those who love luxury with a wink, Vivienne offers whimsy without sacrificing craftsmanship—and a sense of ongoing narrative, clipped right onto the handle.
3. KAWS Companion Keychain
For fans of contemporary art and streetwear, the KAWS Companion keychain makes a low-key yet knowing statement. With its slouched stance and signature X eyes, it adds irony to even the most pristine luxury bag. Popular among collectors who blur the lines between art, fashion and culture, it’s minimal in form but rich with subtext. Whether it dangles from a Telfar or a Goyard, it signals quiet taste and cultural fluency, without the need to shout.
4. Labubu by Pop Mart
Born from the world of designer toys, Labubu has become a fashion-world favourite. With its wild fur, mischievous grin and expressive eyes, the charm adds edge and humour to even the sleekest designer bags. Released in blind boxes and themed editions (pirate, explorer, vampire), Labubu brings an element of surprise to collecting. Popular with those who blend street culture and luxury, it’s a playful twist for anyone craving something weirder, cuter, and far less predictable
5. Prada Trick Charms
Prada’s Trick charms have long been a cult accessory for fans of the brand’s quirky side. Whether it’s a tiny robot made of Saffiano leather, a monkey wearing sunglasses, or a charm styled like a high-heeled shoe, these pieces blend technical craftsmanship with Prada’s signature oddball spirit. They’ve recently returned to favour among Y2K revivalists and collectors who love Prada’s weirder, more ironic years. Clipped onto a Re-Edition Nylon bag or a structured Galleria, they lend an offbeat polish that says, “I don’t take my fashion too seriously—but I know what I’m doing.”
