Bag charms have been a notable accessory in the luxury handbag sector over the last year or so, part of a broader ongoing trend pairing fun with high-end fashion. The craze has also been driven by the industry’s current focus on Y2K-era retro styles. Miu Miu and Balenciaga were among the labels that notably highlighted high-end bag charms on the runway in fall 2023 and are often credited with helping spur today’s interest in the luxury space.
The charms in question are upscale versions of the charms school children use to decorate their backpacks, and their styles range from kitsch to cute. Many are licensed, often as part of larger handbag, accessories, or apparel collections. A wide range of examples have come to light in the past months; here is short list of some of them to help illustrate the trend:
- Target’s Kate Spade New York collection, which launched in early April, included handbags and bag charms among its 300 products, with others ranging from candles to party supplies to bikes. Many of the items sold out quickly.
- Luar, the Raul Lopez-designed luxury brand, partnered with American Express for three metallic versions of its Ana bag that reflected the three Amex Gold Card colors. They debuted at the label’s New York Fashion Week runway show. Included were Luar’s first-ever bag charms, taking the form of, among others, a martini glass and coffee cup inspired by Gold Card benefits at Resy and Dunkin’ and an initial L for Luar.
- Singer Harry Styles and his Pleasing lifestyle label paired with JW Anderson for a range of products that included apparel, nail polish, and more, all in bright colors. Bags, along with bag charms and keyrings to complement them, were also part of the collection.
- Universal Products & Experiences worked with leather goods brand Cambridge Satchel to introduce a 23-piece Wicked collection. The range from the British label included bag charms, along with handbags and other movie-themed items such as spell books.
- Fendi Accessories teamed with Perfetti Van Melle for a Chupa Chups bag charm/lollipop holder in four colors, which debuted as part of its Fall/Winter 2024 runway show before hitting retail. The pieces were hand-crafted from leather, with a magnetic clasp to securely protect the lollipop inside, and could be worn as a pendant as well as a charm. Each of the limited-edition charms came with five lollipops in the rare cacao-vanilla flavor. Fendi’s previous Baguette bag collaboration with Tiffany & Co. also included bag charms/pendants; these took the form of miniature Fendi Baguettes, made of silver and Tiffany blue leather—tiny versions of the full-sized bags.
Occasionally, collaborations focus specifically on bag charms. In India, Fizzy Goblet, an accessories and traditional footwear brand that has collaborated with global companies such as Puma and Toms as well as Indian partners such as designer Rahul Mishra and jewelry brand Tribe Amrapali, launched a charitable bag charm range with the nonprofit SilaiWali. All proceeds from the handcrafted dolls, made with upcycled fabric scraps, supported Afghan refugee women in New Delhi. The products were sold in Fizzy Goblet’s stores and online channels.
Luxury-branded bag charms can cost in the hundreds of dollars. Many fans of the trend take a more DIY approach, embellishing their luxury (or other) handbags with more affordable solutions such as plush charms from PopMart, a collection of colorful and often character-connected keychains, or any manner of other attachable toys and accessories.
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