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. The trend embraces a maximalist look with oversized embellishments. Chains are draped and adorned with oversized beads. Gen Z and Millennials love this style, likely because of the influence social media has 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 breaks it down into Bag charms’ nostalgic inspirations, art of personalisation, and entry-level 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.
It is possible to incorporate colourful beads, childhood trinkets, and other embellishments into high-end bags in order to add a splash of color to everyday outfits. 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 charms can also be removed or replaced depending on the style an individual wants to achieve.
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Customise bags using 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 make the most of their collections. Hence, this trend is cost-efficient, versatile and trendy — the perfect recipe for the mass audience.
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Why is the bag charm a hot topic?
It’s simple. Brands adopt trends in order to boost sales by creating high demand, and also strengthen their brand image through association with an item that is trending. It is inevitable that runways will become awash with every trend as it grows in popularity. Brands such Miu Miu Balenciaga Louis Vuitton Loewe and Miu Miu were quick to jump on the bandwagon by adding large embellishments to their bags. Each of these decorative items are sold separately, going for hundreds of dollars each — presenting consumers with new entry points into the luxury market. These charms may not be cheap but they are cheaper than leather goods such as cardholders or wallets. Customers with limited budgets might choose the charms. “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.
The demand for bag accessories is a great opportunity for high-end companies to capitalize on a trend that has been gaining popularity. 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 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 extra to personalise. It’s also worth mentioning that those with greater financial freedom 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. The purchase of a bag charm from a high-end brand is considered a great achievement by many. It is also a desirable item for fashionistas. Bag charms can be marketed as an entry-level purchase to give a more high-end look or to encourage brand loyalty.
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