It used to be phone charms. In a sea of homogenous pleated skirts, peter-pan collar shirts, elasticated trousers, and regulation backpacks, phone charms—and the phones they were attached to—were the primary means of self expression. Whether it was a baby pink Britney Spears branded Boost flip phone with a vial of Fantasy perfume attached (#iconic, honestly I was so jealous of these girlies), a personalised beaded name charm dangling from a Motorola Hiptop Slide, or a fluffy pastel pom pom bigger than the Nokia 6500 Slide it hung from, phone charms acted as conduits to drip feed minute pieces of information about their carriers; who they were, or more likely, the kind of person they wanted to be seen as.


As a certain fruit-branded smartphone emerged towards the end of the noughties and all phones began to resemble said phone, carryable technology turned into a mass of virtually indiscernible slim rectangular prisms. Said era coincided with the rise of minimalism, with the pocket-sized screens resigned to their charmlessness under the guise of being more ‘streamlined’.
Well over a decade later and we’re at something of a turning point. With the old money and quiet luxury movements having touted their own form of expensive minimalism (or neutral homogeny, you be the judge) over the past few years, we’re stepping into a new trend cycle. Signifying the slow but sure rebellion against the constraints of quiet luxury, bag charms have been adding ahem charm to a diverse array of silhouettes including the Hermès Birkin and Picotin, Miu Miu Beau, Coach Brooklyn, and Samo Ondoh Pocket Bag. With fashion an apt microcosm of culture at large, the fashion community’s (spanning runway and streetstyle to TikTok and Instagram influencers) ready embrace of bag charms is representative of the desire for individuality and self expression brought about by the almost uniform-like nature of the movements preceding it.
Bag charms are nothing new; and no, we’re not just talking about Jane Birkin. In fact, they’ve been around for centuries. Charms themselves date back to the Neolithic (or New Stone Age) era, when leather bracelets were adorned with trinkets crafted from bone shell, and wood. In Ancient Egypt, charms evolved into amulets and talismans, used to ward off evil and offer protection to their wearers. However, it was the Roman Empire that wore charms as we know them today: as forms of adornment and self-expression. While symbols like snakes were worn to symbolise health, fertility, and immortality, Chistians in particular embraced the identification side of things, donning fish charms to recognise fellow believers. During the Victorian era, charms came into their own, with Queen Victoria’s cosigning of golden locket charms and leading them to become signifiers of status among the British and European bourgeois; even then customisation came through, with portraits of loved ones or locks of hair from lovers found within.




The popularity of bag charms in their current iteration does indeed stem from Jane Birkin, with the British-French actress and singer known to bedeck her Hermès Birkin—yes, the iconic style was inspired and named after her—in charms, silk scarves, chains, and stickers. The allure of such an act stems not only from its display of personal style, but the enviable insouciance of covering a luxury handbag in relatively inexpensive charms and knick knacks. Jane Birkin often overstuffed her namesake bag, with her proclivity to actually use her bag (rather than keep it in pristine condition ready for resale) recognised as the ultimate luxury; something the Olsen twins and their beat up Birkins are also lauded for.
With the days of luxury handbags being limited to a select few long gone and trendy silhouettes rapidly co-opted by every influencer and their dog, those looking to differentiate themselves from the masses are turning to bag charms as a form of personalisation. In much the same way as phone charms added a touch of individuality to one’s uniform, bag charms say, hey, we may have the same bag but we are not the same. Now, the comparative heft of a handbag compared to a phone means one needn’t be limited to a single charm. While luxury fashion houses have been quick to jump on the trend, releasing teeny tiny keychains at three-figure prices, creative fashionistas have embraced the personal nature of the trend, turning lip glosses and blushes into charms with a little DIY action or making dangly beaded trinkets like it’s 2004. Put simply, the best bag charms run the gamut from entry level to luxury, with our favourites spanning the entire spectrum of price points. Herewith, the best bag charms and how to style them.
Inspiration on how to style bag charms
While there’s no shortage of covetable bag charms on the market, part and parcel to the bag charm trend is knowing how to style them. With that in mind, we’ve curated some of our favourite bag charm styling ideas courtesy of iconic figures, tastemakers, and content creators.






IMAGE: Lori Hirshleifer (IG/@lorihirshleifer)
Maximalist queen and one of the matriarchs in charge of running luxury retailer Hirshleifers, Lori Hirshleifer is in no shortage of luxury handbags and positively charming ways to style them. Whether it’s an Hermès Birkin or a Louis Vuitton speedy, the luxury retail heiress doesn’t shy away from making iconic styles her own, adorning her handbags with a combination of luxury bag charms, miniature stuffed toys, and beaded chains.


Meanwhile, content creator and professional scrapbooker Martina Calvi gets seriously creative with her handbag adornment, DIYing Rare Beauty blushes and Summer Fridays Lip Butters into cute bag charms.




The boxy heft of Miu Miu’s bowling bag styles make for the ideal canvas for a plethora of charms, with model Livia using the style as a backdrop for charms that include her house keys and sunglasses. Singer Lily Allen supports the notion that literally anything can be a bag charm. Case in point: the Neurofen box dangling from her Hermès Birkin.






In a rare case of a trend trickling up from TikTok and Instagram onto runways, luxury fashion houses like Miu Miu, Balenciaga, and Coach have jumped on the bandwagon too, with bag charms found on runways and in campaign styling. Balenciaga takes a scattered approach typical of the brand, with locks, house keys, and knick knacks used as charms, while Coach and Miu Miu showcase miniature versions of some of their most popular silhouettes.
The best bag charms to buy in 2025
1. Maison de Sabré Sabremoji Blueberry Charm


Nothing screams “luxury” like a quotidian object rendered in leather, and this more than fits the bill. Commodious enough to hold an AirTag, a day’s supply of vitamins, or a sultana or two, the Maison de Sabré Sabremoji Blueberry Charm is a cute addition to any fruit-lover’s handbag.
Price: $65AUD
2. Anya Hindmarch Anya Brands Duracell Charm


Energizer who? British designer Anya Hindmarch pays tribute to other iconic British brands by elevating their quotidian objects into works of art. Here, the ubiquitous Duracell battery, a mainstay in many households, is rendered in leather and secured with a gold-toned clasp and keyring. For handbag lovers who keep going and going…
Price: approx. $248AUD (£178)
3. Charles & Keith Gabine AirPods Pouch


Cute and functional? Um, yes please. In addition to being a perfect miniature of the Singaporean brand’s Gabine bag style, the Charles & Keith Gabine AirPods Pouch keeps your most-used tech within arms reach, securing your wireless earphones to the outside of your bag. While it can be worn with its big sister, we recommend affixing it to a sturdier style like a doctor or bowling bag, or even a capacious hobo bag.
Price: $46AUD
4. Marc Jacobs The Nano Tote Bag Charm


Honey I shrunk the Marc Jacobs The Tote Bag! The Marc Jacobs The Tote Bag is a style that quite literally speaks for itself, with this charm distilling the communicative, ahem, charm of the silhouette into pint-sized form. The diminutive tote is crafted from pebbled leather and features a zip closure, allowing it to hole earphones, cash, or mints.
Price: $245AUD
5. Sonny Angel


If you keep seeing these naked little dolls out and about, you’re not alone. Sonny Angels have become something of a cult collector’s item for their cute factor and the lucky dip purchase format, but in the interest of curbing unnecessary consumerism, we’d suggest that one is enough. Sonny Angels can be modified to be bag charms (google ‘Sonny Angel keychain DIY’), and make for a talking point when seen out and about.
Price: $19.95AUD
6. Samo Ondoh Loveyom


Korean handbag brand Samo Ondoh’s Loveyom mascot adds a quirky touch to any handbag. Available in an array of colours and textures, we’re partial to this fluffy leopard print iteration.
Price: approx. $28AUD ($19USD)
7. Fendi Lollipop Holder Charm


Ah finally, solution-oriented design. If you, like us, are loathe to let your lollipop roll unbidden around your bag like a mere commoner, might we suggest this handy dedicated lollipop holder from Fendi? Part of a collaboration with Chupa Chups, it’s crafted from leather, features exposed handstitching that recalls the Italian luxury fashion house’s Selleria technique, and is adorned with the Fendi logo in gold-toned metal.
Price: $950AUD
8. Bimba Y Lola Knots Key Ring


Um, is this hike culture appropriation? Perhaps, but it’s cute. This keychain sees an assemblage of multicoloured ropes secured with a branded Bimba Y Lola bead.
Price: approx. $100AUD ($68USD)
9. Loewe Pebble Keyring


While the bag charm trend errs on the maximalist side, it’s not off-limits for minimalists. This Loewe Pebble Keyring as the sole bag charm on a black or chocolate brown bag with gold hardware would be *chefs kiss*.
Price: $530AUD
10. Miu Miu Leather Trick


Scoobies are back and more expensive than ever! Known to draw the ire of many a teacher struggling to compete for attention with a couple of PVC strings, scoobies were among many kids’ first foray into bag charms, with the colourful creations adorning those aforementioned regulation backpacks. The Miu Miu Leather Trick revives the classroom staple in supple leather with a branded key attached — and a 700% markup to boot. A leather trick indeed.
Price: $700AUD
11. Miu Miu Leather Micro Bag


For a Miu Miu creation you can’t replicate with ten minutes and a couple of plastic strings, we’d recommend the Leather Micro Bag. Clip it to a bowling bag or carry it along between your thumb and index finger. It’ll fit a credit card and lipgloss; the astute urbanite knows that’s all you really need to get by.
Price: $1700AUD
12. Justine Clenquet Teddy Charm


Sometimes a slightly cursed but still cute metallic teddy is what you need.
Price: $75AUD
13. Labubu Plush Pendant


Look, I’d be lying if I told you I knew exactly why people have been walking around with these little monsters attached to their bags. But, I can assure you they are. Admittedly, they are pretty cute — and, like any cult item in the making, notoriously difficult to get your hands on. Like Sonny Angels, they’re available in a multitude of editions; we like the Tasty Macaron series.
Price: from $67AUD
Words by T. Angel