Photo: CNN

Inspired by the late fashion icon Jane Birkin, the bag charm trend is making a big comeback. Driven by creativity and nostalgia, these charms have become ubiquitous—popping up on Instagram, TikTok, street style, and the runway. Since gaining popularity in the early 2000s, this trend has embraced a maximalist style with oversized decorations and cascading chains, particularly resonating with Gen Z and Millennials who are heavily influenced by social media trends. The resurgence of “Jane Birkinify-ing” bags on platforms like TikTok and Instagram, where it boasts over 120 million posts, has further fueled this trend. From nostalgic inspirations to the art of personalization and accessible luxury, let’s dive into everything you need to know about the bag charm phenomenon.

Fashion’s Nostalgic Obsession

PhotoL ParaTi

The bag charm trend took off because it allows people to express their personal style affordably and easily. Fueled by the love for Y2K and 90s fashion, and the ever-present allure of nostalgia in fashion, this trend appeals to those aged 18 to 30 who often look back at past style icons for inspiration. Fashion frequently reimagines childhood elements into more mature forms, as seen with friendship bracelets and now, bag charms. By adding playful trinkets and colorful beads to luxury bags, individuals can inject a touch of whimsy and color into their everyday outfits. The wide variety of embellishments available enables personal style expression in an era where trends shift rapidly. Plus, charms are easily interchangeable, allowing for constant customization based on current looks.

Revamping Existing Bags

Photo: Hypebae

With the fast-paced nature of fashion trends and the constant introduction of “must-have” bags, many are opting to customize their existing pieces with charms rather than spending on new, trending bags. While new styles are always exciting, it’s not practical for everyone to keep up with the latest “It” bag each season. This is where the charm trend shines—using childhood keepsakes, ribbons, and other accessories people already own.

Influential figures like Jane Birkin and the Olsen twins, known for their lived-in bags, have also inspired this trend. Their relaxed style and casual use of high-end bags like Hermès Birkins and Balenciaga City bags remind us of fashion’s playful side amidst consumerism. This trend’s cost-effectiveness, versatility, and contemporary appeal make it a hit with the masses.

Why Brands Are Embracing Bag Charms

Photo: Miu Miu

The rationale for brands jumping on the bag charm trend is simple. Embracing trends helps generate sales and enhances brand identity. High-profile brands like Miu Miu, Balenciaga, Louis Vuitton, and Loewe have quickly adopted large, decorative charms to complement their bags. These accessories are sold separately, often costing hundreds of dollars, presenting an entry point into the luxury market for consumers. While not inexpensive, charms are more affordable than small leather goods like cardholders, making them a more accessible option for those on a budget.

Photo: Balenciaga

Richard Johnson, Chief Commercial and Sustainability Officer of Mytheresa, explains, “It is a more accessible way to buy into the brand without committing to a larger investment.” The high demand for bag charms is beneficial for luxury brands due to the high-profit margins on items made from metal, nylon, plastic, or small amounts of leather. Some brands, like Loewe, even offer custom initials, adding to their appeal. According to an Idomoo report, 75% of Gen Z consumers are more inclined to purchase products they can personalize, and 62% are willing to pay extra for such options. For those with more disposable income, buying charms along with a bag to replicate runway looks can be particularly enticing.

Photo: Louis Vuitton

Though luxury brands’ releases of new bag charms might seem less authentic, the desire to own items from prestigious fashion houses remains strong. Whether it’s a charm or a handbag, a purchase from a luxury brand is often seen as an accomplishment and a coveted item in the fashion world.

Photo: Loewe

Marketing bag charms as entry-level luxury items allows individuals to enhance their style with a high-end touch and build brand loyalty through quality and service, potentially leading to higher-value purchases in the future.