Bag Charms Offer A Cool Update For Your Handbag—& Emotional Support, Too? 

Micro bags, tiny teddy bears, lip gloss holders—the options for bag charms are seemingly endless. Popularized in recent seasons by fashion brands like Miu Miu, Coach and Fendi, the idea of taking a maximalist, made-by-me approach to your otherwise-minimalist handbag is a major fashion moment. 

“We’re definitely seeing some charms standing out in popularity, especially those from Hermès,” says Courtney Watkins, owner of Canadian designer resale company Mine & Yours. “The Hermès Orange Leather Bag Charm and the 2021 So Black Leather Rodeo PM Bag Charm are some examples of what has been very popular within our community.” And it’s not just about charms. According to Watkins, shoppers are also looking to add silk-twill scarves and even keychains to their precious purses. 

While luxury fashion houses like Louis Vuitton and Hermès have long catered to the whimsy of adding petite accessories to their handbag designs—logo keychains and charm-laden chains are among the ongoing accessories additions—the explosive popularity of bag charms on social media has prompted many more-affordable avenues to open up, too. Among brands offering treasured trinkets is a new Canadian company, Jane the Brand. Debuting with a lineup of tiny bags, fringe-decorated straps, faux-fur pom-poms (and even a mini replica of a Stanley mug) the company’s charms are all priced below $50. 

“Our goal is to keep the line accessible,” says founder Jane McFadden. “Charms are a great way to personalize any bag. They’re expressive, affordable and easy to swap out. They let one’s style shine through and showcase personality, adapt a bag’s look for seasons or trends and add sentimental touches.” The stylish startup plans to lean into other trending areas such as brooches, tech accessories and shoe charms in upcoming seasons. 

Some social media-fuelled trends can seem prohibitive due to price point. In contrast, the bag charm boom feels refreshingly inclusive. You don’t need a new bag to try it, any charm style will do (even DIY) and, thanks to the plethora of options available in stores and online at various prices, it can fit most budgets. 

“Bag charms are like jewelry for your handbag—a little extra pop that tells the world who you are. Whether you’re adding a hit of colour, a hint of luxury or something quirky and fun, they’re an easy way to refresh your look without having to splurge on a whole new bag,” says String Ting founder and CEO Rachel Steed-Middleton. “Plus, they can start conversations—because who doesn’t love a good accessories moment?” 

Known for its cute-and-quirky phone charms and straps, the U.K.-based brand jumped into the bag charm brigade with its Bag Tings in November 2023. “It felt like the perfect evolution—taking the playful spirit of our phone straps and giving handbags a little piece of the magic,” shares Steed-Middleton. The response, she adds, has been amazing. “Our community loves how effortlessly Bag Tings can refresh a classic bag or elevate something new and on-trend. They’re perfect for creating different vibes to match your mood, outfit or even an event.” 

Some trends flash and fizzle. But the fashion insiders we asked noted the trend of adding accoutrements to your go-to handbag, tote bag, pouch or backpack is set to stick around. “Personalization is here to stay,” Steed-Middleton says, noting there’s a charming, “curated chaos” to layering charms on your bag. “And people are leaning more into accessories that feel meaningful and unique. Bag charms are a timeless way to play with trends while keeping your look true to you.” 

McFadden agrees, adding that charms play into our desire for individuality and versatility. “As fashion focuses on self-expression, charms will likely remain popular since they’re adaptable to trends without requiring a permanent change.” 

Of course, the topic of bag charms wouldn’t be complete without a nod to a main originator of the accessorized bag movement: style icon Jane Birkin. “Accessorizing one’s bag with trinkets of all kinds is what Jane used to do with her Birkin bag,” explains McFadden. “Jane Birkin’s personal attachment to the bag was casual rather than reverent, and she often carried hers with a worn-in, ‘lived-in’ look that contrasted with the bag’s ultra-luxury appeal. Her legacy of effortless style, authenticity and the power of personal expression is truly the effect.” 

And it lives on perfectly in our love of bag charms. 

Stylish Support

The popularity of plush bag charms (even Ty Beanie Babies have become fair game) prompted us to wonder: could accessory add-ons be a source for emotional support? Before you go, “Ugh, unlikely …” stick with us for a second. 

Emotional attachment—to people, animals, things—is a fundamental human need. Feeling connected, in some way, is an essential element of our well-being. When we posed the prospect of bag charms as a source of emotional support to a pro, she didn’t scoff at the idea. Rather, she supported the possibility that accessory accoutrements could add style and support. 

“Objects can provide links to happy times or people that they love, it can remind us of these things that we want in our life, and so they can act almost as that safety net or security blanket,” says Caitlin Springate, a Vancouver-based psychotherapist who works via the virtual clinic Sereda Psychotherapy. 

While it’s commonplace for a child to carry around a favourite teddy bear or blanket, Springate says the source of support for adults can be much more diverse: “As adults, we can have any type of object that maybe brings us back to that secure place.” 

Of course, there’s also the fact that these bag charms allow adults to lean into plush elements that might otherwise be deemed too childlike to carry. “These charms, or even whether it’s a water bottle or a coffee mug or some object, it has a little less stigma to it than a blankie or stuffy,” she says. “Maybe this is a great way of being able to have that connection to a different type of object.” 

Samantha Sito, a Vancouver-based fashion and beauty influencer, sees playful bag charms not just as a point of personalization, but also a way to push back against rigid ideas of how people should dress. 

“We’re told so often that, as we grow older, we need to look or act or dress a certain way,” Sito says. “It almost feels healing and liberating that plush toys are trending in North America—considering this has very much been around in Asia—and becoming acceptable and normal to add to your outfits.” 

The outward expression of who we are on the inside is, Sito points out, the overarching goal of personal style. And bag charms play perfectly into that purpose: “They add a pop of personality and a nod to our inner child. Especially with fashion being a vehicle to outwardly express who we are, it’s nice to add a touch of fun to what we wear.” 

In her own style repertoire, Sito employs a few plush bag charms. “I have the cute smiling cloud from Jane the Brand and a mini teddy bag charm. They go … with my vintage Chanel.” 

While undoubtedly a top trend in the world of fashion right now, employing bag charms as a source of emotional support is an idea that just might be here to stay. Emotional support objects are an upcoming field in psychotherapy, according to Springate. It’s an evolution of our understanding of how tactile elements such as weighted blankets can impact our overall mental health. 

“Some of these objects can help people that are struggling, because it’s very common to have stress and anxiety,” she explains. “And if we can find ways to support people through these, I think that’s excellent.” 

While not specifically tied to physical objects, Springate says the presence of specific pieces can tie into a theory she looks to regularly in her practice: grounding. 

“I often talk to clients about doing these grounding techniques to take a break from their swirling thoughts and their overactive mind. What can they do to be a little more present and in the moment and get more mindful? Sometimes, that’s engaging your senses. So, looking at things in the room, or stomping your feet or even pushing your hands together—something to bring you back to that present moment with the senses. Having an object in play, whether it’s something you’re holding or squeezing or just looking at, I can see how that would be very much linked to that experience.” —Aleesha Harris