A trend that drew inspiration from the late fashion icon Jane Birkin — fuelled by creative expression and rooted in nostalgia — it is the bag charm trend. This trend has been seen everywhere, on Instagram, TikTok, on the streets and the runway — making a massive return in the ever-changing trend cycle since its popularity in the early 2000s. This trend is dominated by oversized embellishments with draped chain and a minimalist aesthetic. Gen Z and Millennials are particularly fond of this look, likely because social media has a huge influence on trends. Its resurgence was accelerated by the trend of “Jane Birkinify-ing” their bags on social media platforms like TikTok and Instagram which now sits at more than a whopping 120 million posts. LUXUO discusses the Bag Charm trend, including nostalgic inspirations, personalisation, and affordable luxury.
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Fashion’s Love for Nostalgia
The trend rapidly took off due to the ease in allowing an individual to express personal style and customise to their heart’s desire at little to no cost. Along with the social media audience’s love of trends, the penchant for drawing inspiration from Y2K and 90s fashion. Nostalgia has always played a significant part in fashion — due to the inevitable trend cycle — hence the demographic between the ages of 18 to 30 typically looks back on past style icons to inspire their outfits of today. Fashion also transforms childhood elements into adult versions to embrace the fun aspect of fashion, as we’ve seen with friendship bands and bag charms.
People have added colourful beads and childhood trinkets to their designer bags to bring a pop of colour to an otherwise dull look. The endless combinations of embellishments allow individuals to cultivate and express their personal style — especially in an era where it is increasingly difficult to do so, due to the rapidly changing trends. The beauty of using charms to customize is that you can easily switch them out or take them off, depending on the look an individual wants to achieve.
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Customising bags with existing items for a new look
Additionally, given the accelerating trend cycle and ever-changing “must-have” bags, it is unsurprising that many have opted to customise their existing pieces with charms instead of spending extra money on the numerous trending bags emerging every other day. While new launches and trends are always welcomed in the fashion world, it is unrealistic for the general population to spend exponential amounts on each season’s new “It” bag. Bag charms are a great way to use childhood trinkets or ribbons.
Another contributing factor are the influential fashion icons like Jane Birkin and the Olsen twins, with their famous love of lived-in bags, filled to the brim for a bag’s intended purpose of storage on the go. Their effortless style, nonchalance and juxtaposing treatment of their highly-coveted bags like Hermès Birkins and Balenciaga City bags is a refreshing reminder in a world of rampant overconsumerism. Due to the influence of these fashion icons, fashion lovers are more inclined to use embellishments in order to get the most from their collections. Hence, this trend is cost-efficient, versatile and trendy — the perfect recipe for the mass audience.
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Why Are Brands Jumping on the Bag Charm Bandwagon
The answer is simple. Brands use trends to increase sales and brand recognition by promoting a popular item. It is inevitable that runways will become awash with every trend as it grows in popularity. Brands such as Miu Miu and Balenciaga, Louis Vuitton, and Loewe jumped on board with embellishments that matched and complemented each bag. Each of these decorative items are sold separately, going for hundreds of dollars each — presenting consumers with new entry points into the luxury market. Although these charms aren’t cheap, they are priced lower than other leather goods, such as wallets and cardholders. A customer on a budget may choose to buy the former. “It is a more accessible way to buy into the brand without committing to a larger investment,” explains Richard Johnson, chief commercial and sustainability officer of Mytheresa.
High-end brands can benefit from the popularity of bag charms by capitalizing on this trend. These items are highly profitable because they are usually made from metal, nylon or plastic, with a small amount of leather. Some brands, like Loewe, have gone a step farther and allow consumers to personalise their bag charms with their initials. This makes the purchase even more appealing. Idomoo’s report found that 75% of Gen Z respondents are more likely than others to purchase a product they can customize, and 62% will pay a premium for it. In addition, those with greater financial means may be more inclined to buy charms and a bag in order to mimic the look of a campaign or runway.
While it could be argued that luxury brands’ releases of new bag charms could be perceived as inauthentic, one has to consider the desire of an individual in owning an item from a luxury fashion house. A purchase of a luxury handbag or charm is an accomplishment for many people and a desire among those in fashion. Marketing bag charms at an entry level allows individuals to enhance their look with a touch of luxury or to increase brand loyalty by providing good quality and excellent customer service.
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