It’s Not What’s In My Bag, It’s What’s *On* My Bag

The fashion world loves a pithy phrase, like “accessorize your life” or “make a statement.” Plenty of today’s trends embody these two sayings, but none more truly than the current bag-charm phenomenon. While a handbag was once enough on its own to enhance a look, that’s no longer the case. With maximalist, chaotic vibes swirling in the zeitgeist, now our accessories need accessories. More specifically, we’re into adding all the bits and bobs we can find to our purses, from cases for our beauty products to fluffy stuffed animals (if you’ve gotten your hands on a Labubu, we’re jealous).

But, how did what’s on our bag become more important than what’s in it? The growing trend of showcasing our personality through dangling handbag trinkets is one with an interesting backstory and plenty of staying power, according to experts. Ahead, we tapped three fashion insiders to weigh in on the bag-charm frenzy taking over online and IRL.

Meet the Experts

• Stephanie Escobar is a Mexican fashion stylist based in New York City, with over ten years of experience in editorial, red-carpet, and tour styling.
• Kim Bickle is Fashionphile’s senior site merchandising manager.
• Jennifer Heinen is a fashion psychologist, speaker, and transformation coach.

The Birth of the Bag-Charm Trend

Decorating handbags isn’t a new concept by any means. In Japan, for instance, people have long adorned their purses and backpacks with Sanrio plushies, designer keychains, and similar items. And most famously, the late actress Jane Birkin was known for outfitting her Hermès Birkin with silk scarves, stickers, and jewelry from the 1980s well into the 2000s. 

However, there’s been an apparent uptick in interest between 2024 and 2025, with runway shows putting quirky charms back in the spotlight. In 2024, we saw design houses like Miu Miu and Fendi embellish their coveted handbags with playful chains and trinkets. This year, Coach’s F/W 25 models carried bags with charms in the shapes of teddy bears and carrots. 

If you scroll through TikTok or Instagram, you’ll see the pipeline from runway to real life, with everyone from millennials to Gen Alpha sharing their “bag-charm tour” videos online. Unsurprisingly, Kim Bickle, Fashionphile’s senior site merchandising manager, says the retailer is seeing a significant increase in demand for bag baubles among its consumers. “On-site searches for bag charms have increased 52% from last year,” she says.

Bag: Tory Burch, Bag Charms: Noyz, Parker Thatch, Vera Bradley, Lancome, Vaseline, Susan Alexandra, and Kate Somerville.

Tina DiRosa / Byrdie

Fashion psychologist Jennifer Heinen attributes the revived and intensified interest among younger generations to a few key factors. “The resurgence of bag charms can be attributed to a blend of emotional need, identity signaling, and cultural aesthetics—fueled by post-pandemic shifts, TikTok fashion microtrends, and a longing for tactile self-expression in an increasingly digital world,” she explains. “From a fashion psychological standpoint, the trend ties directly to ‘self-expression theory’ (Roy Baumeister, 1986), which suggests individuals use external cues—like fashion and accessories—to communicate their identity, group affiliation, and emotional state. For Gen Z and [Gen] Alpha, especially, who were raised with social media as an identity playground, bag charms become customizable signals of mood, humor, values, and subcultural taste.”

So, Why Are We Putting Everything on Our Bags?

It’s clear that the bag charms of today are unique, and niche options continue to flood the market. Heinen hypothesizes that the collective affinity for putting everything we own on our purses is tied to a sweeping shift happening within the broader fashion landscape. “After years of minimalism and pandemic-era constraint, we’re seeing a rebound effect—a desire to reclaim sensory richness, joy, and micro-agency over small aesthetic decisions,” she says.

Celebrity stylist Stephanie Escobar agrees, adding, “This kind of maximalism feels refreshing, even a bit rebellious, like, why not show off every little thing I love? Attaching lip glosses, tiny pouches, or even smaller bags signals that style doesn’t have to be so serious. It can be layered, personal, and a little tongue-in-cheek.”

Bag: Tory Burch, Bag Charms: Touchland, Lancome, and Amazon.

Tina DiRosa / Byrdie

Social media also plays a role in this, of course. As Heinen points out, in today’s hypervisual, aesthetic-driven culture, shaped by platforms like TikTok and Instagram, handbags are another communication tool at our disposal. “In a world where people are constantly curating and broadcasting their identities online, bags have become mobile mood boards: [They’re] highly visible, stylized extensions of yourself,” Bickle adds.

There’s also a practical piece at play here, too. Having everything from hand sanitizer to sunglasses dangling within reach makes our lives easier (even if it is the slightest bit). “The addition of everyday objects (lip glosses, mints, mini mirrors) as charms reflects a psychological integration of form and function,” Heinen explains. “It’s not just ‘cute for cute’s sake.’ It’s cognitive scaffolding, making our tools visible, reachable, and aligned with who we are. These attachments reduce decision fatigue and increase perceived preparedness—a micro-hack for modern anxiety.”

Where Do We Go From Here?

With the trend cycle moving at such a rapid pace, it’s natural to wonder if our fascination with bag charms will die down anytime soon. Right now, all signs point to a future full of bag charms galore. However, Heinen, Bickle, and Escobar all agree that we will see some evolution, primarily driven by Gen Z’s desire to maintain individuality. “When everyone’s buying the same charms and viral keychains, something that started as a personal statement can quickly feel more like another trend to keep up with,” Escobar says. “People will likely start mixing in vintage finds, handmade charms, and DIY elements that feel more meaningful than mass-produced options. We’ll probably see more charms that reflect personal memories, niche interests, or small brands rather than just the big viral hits.”

Knowing that we’re all obsessed with putting our day-to-day essentials on our purses, Bickle also predicts a rise in more curated and functional charms, “with accessories that blend style and utility, like tech-integrated charms, modular pouches, and collectible collabs.” 

Bag: Coach, Bag Charms: Dior, Amazon, and Noyz.

Tina DiRosa / Byrdie

Heinen forecasts that luxury brands, in particular, will keep exploring opportunities to innovate within the bag-charm category. “As these houses continue to gamify and personalize accessories, we’ll see more modular systems—bags that come with clip-on options or are sold with ‘charm kits’—reinforcing the consumer’s co-creative role,” she says.

That said, in navigating the growing sea of bag charms, Escobar encourages us all to keep one sentiment in mind: “At their best, bag charms are a small reflection of who you are—your favorite places, hobbies, or memories. Whether it’s a souvenir from a trip, a favorite character, or something handed down, it’s that individuality that keeps the trend feeling fresh and authentic.”