Bag Charms: The Art of Personalisation
The latest craze sweeping new collections, fashion weeks, and everyday street style? Bag charms.
This endlessly versatile form of accessorising is having a major moment: think trinkets, plushies, twillies, and even mini pouches cascading from bag handles. But these add-ons aren’t just decorative. They’re statements, declarations of personality and unmistakable style.
The trend began gaining popularity in Spring 2024, soft-launching through subtle pops in daily outfits. A keychain here, a silk scarf tied “just so”. Then, almost overnight, it went from “less is more” to “more is everything”. What started as playful touches quickly evolved into a full-on it-girl styling signature. Fashion influencers and editors were quick to embrace it, with charms spilling into Vogue styling closets and runway looks. This peak popularity is a symbolic aspect of a wider trend, with people starting to love and incorporatepersonalised looks into their daily lives. Personalisation has never looked so chic yet fashion-forward at the same time.
As seen here, the art of bag curation is alive and well. First up: the effortlessly chic Goyard tote, softly slouched in that perfectly lived-in way. It is accessorised with a vintage Louis Vuitton cardholder, Gucci twilly wrapped in a bow, a delicate gold chain, and, of course, a Jellycat bunny for that whimsical touch. Next, the iconic Louis Vuitton Neverfull inside-out, styled to reveal romantic pink accents. It tells a story: an Eiffel Tower keychain picked up during a holiday in Paris, a Valentine’s Day edition Sonny Angel that matches the palette to perfection, and a Christian Dior lucky star for a hint of Goodluck. Finally, we have the vintage Louis Vuitton Artsy. It’s dressed up with a diamante cherry keychain for a playful pop of pink, a personalised initial charm, and a talisman from a Japanese temple for luck and protection. Another plush bunny completes the look, adding a fun flair.
Here in St Andrews, we love our bags. From a variety of vintage totes to simpler looks, the tote game is serious. There are many bags to be spotted on the way to lectures or around campus, with memorable ones reigning supreme in a continuous pattern. We love a classic Longchamp with a french polish, a vintage designer look, and a cool leather style. No matter how iconic the bags itself may be, the charms make them personal and elevate the styling. Whether the item of choice is a Jellycat plushie, designer mini pouches, or ribbons that have a sentimental-chic touch, from the moment they are added onto your bag, the tote immediately becomes your own statement.
Whilst minimalism has gained a place in our wardrobes and hearts as the versatile classic, the current echo in the fashion world is all about maximalist mischief. To create lived in bags that have personality, you can add anything and everything, and somehow it all works. For dramatic fashion-week examples, think plushies on designer totes, mini birkins on a Birkin, A mini Fendi Baguette for a Fendi Baguette… Bags are evolving from accessories to real-life moodboards. They are love letters to memories, collected trinkets and the art of curating.
The original icon behind this is non-arguably Jane Birkin, with her characteristic and perfectly cluttered bags. The style she created showed everyone how nonchalance could be chic as well. Nowadays as seen on the Front Row, personalities like Gigi Hadid, Dua Lipa and Gen-Z “It Girls” are all contiuing this energy of accessorising.
Bag charms are taking up the retail market by storm, as well as the runway. It is possible to see a unique twist on it by different brands. Some examples inlclude the Loewe elephant charm and the Miu Miu’s coastal knot charm. These accessories are accompanied by many large fashion house examples as well as colourful twillies. Even COS is creating bag charms, offering options for the girls who love to channel their Scandi minimalism. Apart from a specific brand, any trinket or charm can be used to decorate your tote. Add a Jellycat, your initials, a satin twilly from last year’s trip, and suddenly your tote isn’t just a tote is much more curated. Here’s what makes this trend magic: it’s for everyone. Whether you picked up a keychain whilst vintage shopping abroad, repurposed a bracelet from your childhood jewellery box, or splurged on a new Prada pouch, it all works. Because the point isn’t perfection, it’s personality.
Moreover, it is the perfect way to help yourself get recognised on Market Street post-lecture rush. If your friend needs to find you within a sea of totes waiting to get coffee in Spoiled or Taste, it just became more simple, just follow the charms! If youre feeling extra, layer bag charms like they are jewellery, one with a luxury edge, one with sentimental value and a random one for fun… Try high-low styling for the “je ne sais quoi”. It is glamourously intentional, personal, and iconic. The best totes don’t just carry your lecture neccessities, they carry your stories, and if they jingle a little with each step, it is even better.
Photography by Cecilia Ryan