How Instagram made charms a bigger flex than your fancy luxury bag

If you’re into beauty and fashion, you’ll know that trends ebb and flow like the tide – some fading into the past, while others linger, timeless. Yet, amidst this ever-changing landscape, one truth remains: fashion is cyclical. Those flared jeans from the 90s? Back in vogue. Vibrant prints from the 80s? Undeniably trending.
Similarly, if there’s one trend that has changed the luxury fashion space, and is back from the past, it’s none other than bag charms. Inspired by the legendary Jane Birkin, the style icon of the 1970s, whose name graces the iconic Hermès Birkin bag, bag charms have become the new ‘It’ accessory. They add a touch of individuality in a world where, thanks to social media, everyone seems to own the same thing.

Jane Birkin with her ‘bag’ in 2011. Photo: Getty Images

Jane was known for her love of bags, and often she would bring uniqueness with these bags as she would adorn them with scarves, keychains, and stickers.
Cut to 2024, new data by Pinterest shows a 240 per cent increase in searches for bag charms over this past year.
While luxury brands are often the trendsetters, the rise of bag charms tells quite a different story. In this instance, it wasn’t the designers who led the charge, but the customers themselves. Through word of mouth, social media, and the ever-influential internet, bag charms have become a fixture on the runways, making their way from consumer to high fashion runways.
Celebrity stylist and costume designer Divyak D’Souza says, “Handbags, especially from luxury brands, have long been a symbol of social status, but for me, the addition of charms is where personal style really comes through. Anyone can buy an expensive bag, but adding your own story through charms tells more about who you are, beyond just being able to afford it. It reflects your personality and style, and I find that incredible—that’s what fashion is all about, right? Self-expression.”
From Coach to Miu Miu to Balenciaga, everyone seems to be embracing this trend. Take Miu Miu’s Spring 2024 show, for example, where sleek leather bags were adorned with exquisite gold charms.

Miuccia Prada’s Spring/Summer 2024 Miu Miu collection redefines modern beauty by breaking and reimagining traditional styles. Photo: Miu Miu

Meanwhile, Coach’s Fall/Winter 2024 collection brought a playful twist with charms shaped like the Statue of Liberty, a yellow taxi, and of course, the iconic red cherry.

Coach’s New York collection debuted with the Brooklyn Bag and the Empire Carryall. Photo: Coach

For Spring 2024, Balenciaga showed bags covered in a handful of keychains.
Indian fashion designers are also not behind the trend. At the ongoing Lakmé Fashion Week X Fashion Design Council of India, Aneeth Arora’s designs captivated the audience with an unexpected ‘Hello Kitty’ theme. This playful narrative extended seamlessly into the bags showcased on the runway, with Hello Kitty charms, adding a touch of nostalgia to high fashion.
Bag charms are not new. However, lately, everyone from Isha Ambani to Gigi Hadid is using bag charms to add a unique twist to their bags that are special to them in their own ways.
Like recently, at a launch event of luxury skincare and haircare brand Augustinus Bader in India, Isha Ambani was seen carrying a Kelly featuring her twins’ names embellished on the front. It was designed by Shokla Mehta’s cousin Ashna Mehta.

Isha Ambani was recently seen carrying a Kelly featuring her twins’ names – embellished on the front. Photo: Instagram/@ohmygashna

Bollywood style icons, such as Ananya Panday, Shanaya Kapoor, and Khushi Kapoor, have also been spotted embracing this trend, effortlessly weaving bag charms into their looks time and again.
In the West, bag charms have evolved into an integral part of ‘method dressing’. A perfect example is Gigi Hadid, who recently was seen the premiere of ‘Deadpool vs Wolverine’ carrying a chic Miu Miu bag adorned with charms inspired by the film itself.

Gigi Hadid was seen carrying a chic Miu Miu bag adorned with charms inspired by the film itself. Photo: Getty Images

This subtle yet striking detail adds a layer of personalisation and sophistication, making the trend both playful and meaningful.
Experts suggest that the concept of bag charms is actually rooted in East Asian culture and is far from new to them. It stems from the Japanese word ‘Kawaii,’ which translates to “cute” or “sweet,” and can also mean “tiny” or “lovable.” Kawaii is more than just an aesthetic; it’s a cultural style associated with bright pastel colours, childlike imagery, and the idea of infusing personality into everyday objects.
Thanks to social media (people are calling it ‘Jane Berkinfying’ your bag)—and the flood of influencers showcasing personalised bag charms—this trend has gone global, with everyone now obsessed with adding their own unique charms to their bags.
The logic behind it is simple: in a world of mass production and social media-driven trends (looking at you, Stanley cups), people tend to buy the same items. Bag charms, however, offer a way to inject individuality into an otherwise uniform product. Whether it’s a Hello Kitty charm or one from a luxury brand, these little trinkets add a unique touch, sending a message that says, “This is me.”
Last year was all about ‘quite luxury’ and ‘clean girl aesthetics’. However, this year’s bag’s trend of charms tells us that they, which are loud (quite literally) are here to stay. Interestingly, experts suggest that bag charms offer a gateway into the world of luxury for those who may not be able to afford the high-end bags themselves. Many are opting to purchase accessories like Hermès bag charms to adorn their own bags, creating a touch of Birkin-inspired style without the hefty price tag.
“Whether it’s an expensive Prada bag or something from a flea market, adding charms instantly gives it that playful, whimsical, even cutesy feel,” says Divyak.
Lalit Dalmia, an Indian luxury couturier who is soon to expand his collection to include bags, adds, “Charms hold memories… a little charm can make a big statement.”
If you’re wondering how to style your bag charms, don’t worry, we’ve got you. According to Divyak, when it comes to bag charms, there’s no such thing as “too many”.
“I don’t think there are any rules when it comes to bag charms. You should go all out—add as many as you feel reflect your story and interests,” he says.
On the other hand, Lalit Dalmia says, “For mini bags, opt for delicate charms or a single bold statement piece. With tote bags, go for larger, more dramatic charms. Backpacks pair well with edgy, sporty charms, while for luxurious clutches, choose dainty, elegant pieces.”
Despite their differing approaches, both experts agree on one thing: bag charms are all about showcasing your own personal charm.