Why bag charms are this season's most sought-after accessory

Though fashion has always afforded us with the opportunity for individual expression, our penchant for personalisation may have reached its peak, culminating in this season's most sought-after accessory: bag charms.

The past decade has seen consumers align themselves to brand identities, from the 'Glossier Girl' to those who worship at The Row's minimalist altar. Individuals are attaching themselves to the fashion and beauty brands they feel connected to, which, in turn, provide expertly curated spaces (both online and offline) and a sense of commonality. Where fashion subcultures once provided a community, brands have caught on to the appeal of belonging and filled the gap.

This year, however, it seems we're moving towards accessorising in a way that straddles both individuality and brand alignment, with the ressurgence of the bag charm. The maximalist, endearing nature of adorning your accessories feels ostensibly like a reaction to the Quiet Luxury trend.

Fast forward to 2024 and bag charms are very much back in our collective fashion consciousness, with Pinterest searches for "bag charms" having increased sevenfold and "charms" up 65% since this time last year. This is translating to a clear desire in the market.

The bag charm's revival can be attributed to a number of influences; it's received the seal of approval from many celebrities, appeared on the bags at Miu Miu and Coach's autumn/winter 24 shows, and adorned the accessories of many a fashion week attendee this season. Bag charms are experiencing a moment of cultural significance that goes far beyond mere accessorising. Right now they represent a perfect storm of personal expression, micro-luxury, and social media-driven trend-making.

The burgeoning bag charm culture has created a new niche for brands to hone in on, and luxury names in particular have been quick off the mark to respond. The result is an abundance of charms, key rings and mascot companions that play on the consumer's desire to not only identify with these luxury brands, but outwardly signal their belonging while indulging their own personal tastes – at a far more affordable price point than the bag itself.