Walk through any high street in London, Manchester, or Glasgow and you'll notice it: handbags adorned with plushies, keyrings, miniature trinkets, and
Walk through any high street in London, Manchester, or Glasgow and you’ll notice it: handbags adorned with plushies, keyrings, miniature trinkets, and even tiny framed photos. Welcome to the world of bag charms, a Gen Z and Gen Alpha fashion statement that’s equal parts aesthetic and identity.
What Are Bag Charms and Why Are They Trending?
Bag charms are small decorative accessories, often clipped onto zips or handles of handbags and backpacks. They range from beaded chains and soft toys to high-fashion replicas and digital gadgets. While they’ve existed for years, their surge in popularity has taken on a new life among younger Britons.
According to Google Trends UK, searches for “bag charms” rose by 274% year-on-year in 2024. Pinterest UK also reported a 300%+ increase in searches for “bag charms aesthetic,” with most pinned by users under 30.
So what’s fuelling the charm craze?
LacyLou London are reporting record sales in 2025
A Form of Personal Expression
“It’s not just about decoration. It’s how they express who they are,” says Lacy, Co-Founder of LacyLou London. “Each charm represents a little piece of someone’s personality, their fandoms, travels, mood or memories.”
Gen Zs are turning their bags into curated canvases, where every charm tells a story. From miniature Taylor Swift Eras Tour memorabilia to K-pop idol tags, the accessory acts as both conversation starter and self-expression.
Local Creators and the Handmade Boom
While global brands like Balenciaga and Gucci have jumped on the trend, there’s a strong UK indie scene growing alongside. With British brands like LacyLou London, who have a unique interchangeable charm that works on each of their bags, struggling to keep up with high demand, signs suggest this trend is not going away.
Craft marketplaces such as Notonthehighstreet.com and Folksy have seen a boom in charm-related sellers. Etsy UK reports that charm-related searches have tripled since 2023.
Origins: Birkinifying and Beyond
Many attribute the modern resurgence of bag charms to Jane Birkin, whose eponymous Hermès bag was famously adorned with her own mix of trinkets, scarves and personal touches. Fashion historians also note punk culture’s influence, with layers of pins, badges and accessories used as a form of visible identity.
“This is the Gen Z equivalent of decorating your denim jacket in the ’80s,” explains Chloe Safilo, editor and columnist for Fast Fashion News. “It’s fun, accessible, and very telling of the wearer.”
Retail’s Response: Big Brands Catch On
From Selfridges to Primark, bag charms are now a common feature in UK shops. In 2024, KFC UK launched a range of fast food-themed charms, including a plush gravy boat and a chicken drumstick keychain. Meanwhile, luxury fashion houses like Mulberry have launched charm customisation stations in their London flagships.
As JoJo Ogun of Mojo London, former student at Central Saint Martins, explains: “Charms are both a fashion statement and free advertising. A mini replica of a luxury bag makes the brand aspirational and accessible.”
Charms as Social Signals
Beyond fashion, bag charms now serve as subtle “vibe checks” for Gen Z and Gen Alpha.
“If I see someone with a Labubu or a Studio Ghibli charm, I immediately feel like we’d get on,” says Ava, a student in Manchester. “It’s like visual shorthand for your interests.”
Some charms even come tech-enhanced. NFC-enabled keyrings are popular among K-pop fans, allowing users to scan their charm to unlock music and content.
How to Start Your Own Charm Collection
Want to jump on the trend?
- Start small: Choose a base bag that allows for clipping charms
- Pick a theme: Whether it’s travel, music, or colour coordination, keep a loose theme.
- Mix sources: Combine high street, indie creators, and even DIY pieces.
- Look local: Check out Covent Garden markets, independent stalls at Brick Lane, or local Etsy shops.
Caring for Charms
- Avoid hanging delicate charms on overstuffed bags.
- For plush charms, a gentle wipe-down with a damp cloth keeps them clean.
- Keep metallic charms in small pouches when not in use to prevent tarnish.
Final Thoughts
Bag charms have become more than a trend, they’re now a fashion movement and a powerful mode of expression for younger generations. Whether handmade in Brighton or bought in Bond Street, each charm clipped to a strap carries meaning.
As fashion becomes more personalised, expect these miniature accessories to keep clinking and chiming on British pavements for years to come.
