If you’ve looked at a handbag lately, you know it’s no longer just about the leather—it’s about the “lore.” Bag charms are the undisputed accessory of the year, turning every tote and mini-bag into a wearable mood board. We caught up with Brandy Morehead, the creative force behind Brandy Chantele, to talk about why we’re all suddenly obsessed with accessorizing our accessories.
The Rise of the Maximalist
According to Brandy, the charm craze is fueled by a desire to be noticed. “In 2026 I think more people are gravitating toward more of a maximalist lifestyle,” she says. “Everyone wants to be seen and of course heard so why not have that high impact accessory that commands attention.” For Brandy, these trinkets are more than just decor: “Bag charms are a way to express personal style and that thing that makes us all unique.”
Designing for the “Head-Turner”
Brandy’s designs are famously playful, often sparked by a mix of trend-watching and community input. “My themes are mostly based on personal style and just a passion for creativity,” she shares. “I also pay attention to customer feedback. I get suggestions all the time for different designs or color combinations that spark a creative idea.”
As for who is wearing them? “The personality of a person that wears my bag charms is someone who likes to stand out,” Brandy explains. “They want a few heads to turn when they walk by. A bag charm is that effortless piece that makes the everyday black bag pop.”
The “Candy” Craze & Layering Tips
Brandy is currently obsessed with texture, specifically a new line of metallic colored leather. “I decided to feature my wrapped hard candy charms in this new texture, starting with the classic metallic gold and a shimmering rose pink,” she says.
If you’re looking to elevate your look, Brandy suggests the “charm and tassel” power duo. “I’ve noticed a lot of customers like the look of the charm and tassel combination. For instance, the chocolate glitter pretzel charm with the brown leather pompom style tassel. I think it gives the look of playful yet sophisticated.”
How to Style Your First Charm
For the charm-curious, Brandy’s advice is simple: don’t let the accessory wear you. “I’d recommend choosing a style that fits your personality as well as your bag. You don’t want the accessory to take over the whole look or make a smaller bag heavy,” she advises. “Go for a pop of color on your favorite black tote or a flowy tassel on a backpack. The cool thing about bag charms is that you can swap them out based on your outfit or mood without having to buy a new bag.” —Noa Nichol
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