Lean into the Magic of Messiness with Bag Charms

There is an image that serves as the ultimate argument that clutter can be beautiful. It is a photo of Sofia Coppola’s home office, taken in 2000 by Bruce Weber for Vogue. The room — which would surely horrify Kim Kardashian with her greige aesthetic preferences — is chock-full of stuff. Manilla folders sprawled across the floor. Posters plastered on the wall. Stacks and stacks of books, messily piled on top of one another with no uniformity or organizational method in sight. It is the physical manifestation of disarray, half-baked thoughts and a life that is being well-lived. And today, that kind of maximalist mindset is infiltrating the fashion zeitgeist, thanks to bag charms.

Where did bag charms come from?

The bag charm trend — a.k.a. affixing a bag with a cluster of trinkets and doo-dads — is like permitting yourself to live without restriction; to lean into the magic of messiness and disheveled dressing. And despite fashion veering increasingly into logo-less, streamlined, minimalist territory, the bourgeoning movement of ultra-busy bags is a welcome return to letting your mind wander.

Where did the bag charms trend come from?

Many would attribute the act of adorning one’s bag to ‘70s icon Jane Birkin, who was known for attaching talismans to her overly-stuffed namesake purses. Her worn-down, heavily accessorized designer bags became an emblem of her style singularity. She proved that bag charms are more than just a cumbersome accoutrement — they’re an easy and effective method of personalization.

Where have we seen bag charms?

We first spotted the supersized charms at Coach’s Fall 2024 show last February, as as models walked with hefty paperweights and coffee cups clunking against their bags.

Then came the Spring 2025 runways and the trend was cemented in the fashionable zeitgeist. Balenciaga presented sacks festooned with chains, keys and carabiners. Miu Miu’s collection showed purses lined with beaded charms, leather fringe and braided pieces. And for Fendi’s centennial anniversary collection, a barrage of Baguettes decorated with smaller Baguette key chains made their debut.

On the street style front, bag charms have become a conduit for childhood joy. Across fashion month, clutches were dangling with toys like stuffed animals, Sonny Angels and smaller, doll-sized purses. Through their sheer silliness, charms can be quite subversive. They weighs bags down, making them slouchier, messier and perhaps more unpolished. But by altering the image of what a designer bag should look like, they create a new aesthetic that is undeniably unique.

We may not all have (or want) Sofia Coppola’s home office, but we can embrace living life freely in other ways. To start, why not try clipping a teddy bear onto a tote?

The best bag charms to shop now

Marc Jacobs The Galactic Glitter Nano St. Marc keychain

Why can’t your purse also have a purse? This is the question Marc Jacobs evokes with its mini purse keychain. Crafted from sculptural glittered leather, the blue bag features intricate stitching on par with a full-sized purse, complete with logo hardware and a sturdy lobster clasp. Available in a dreamy glistening hue, it’s an easy way to elevate your going-out bag.

Coach cherry bag charm

Got a taste for the Big Apple? This bag charm is inspired by New York City, with a ruby red hue that looks good enough to bite into. Coach’s take on the classic — a glitter-filled resin design — immortalizes the tasty treat. Clip it to any otherwise muted bag for an instant fruity refresh.

Pandora Moments small bag charm holder

Make your own charm with Pandora’s sterling silver chain holder. Featuring a small lobster clasp, jump rings in an iconic snake chain pattern, it’s crafted to host all your fave add-ons — holding up to three charms, dangles or pendants. To start you off, might we suggest this opalescent pick?

Poppy Lissiman broccoli chain

Eat your greens! Or, at least, wear them. This broccoli floret chain is for those who love a kooky novelty piece, complete with a polished silver chain that adds an elevated finish to a deeply silly design. To style, we recommend going just as outré with your bag and picking an item you might usually think would clash, like bright blue snake skin piece.

Vivienne Westwood teddy bear charm

In certain corners of the internet, Vivienne Westwood’s spaceship motif is the ultimate status symbol. Take the cult-favourite imagery to new heights with this fuzzy bear charm. The teddy motif has long been a staple of the London brand’s identity, first appearing in Westwood’s 1988 Spring collection. With a supple velvet finish and an eye-catching fuschia hue, it’s the perfect pick to mix playfulness with expert accessorizing.

Anthropologie City Bag charm

Inspired by four distinctly beloved cities — New York, Los Angeles, London and Nashville — Anthropologie’s bag charms tap into the wanderlust of fashion. Affixed with thoughtfully curated motifs representing each locale, they come with sturdy lobster clasps to attach to any bag when you’re on the go.

Espe Linea handbag charm

Looking to support local? Espe is a Canadian, cruelty-free, woman-owned handbag and accessory brand with an assortment of romantic-leaning bag charms. This rose design — crafted from polyurethanen — is the accessories equivalent of buying yourself flowers. Pictured here in deep red, it also comes in pink, beige and black.

String Ting red jasper bag charm

Handcrafted from red jasper — and ancient gemstone that has been known as a symbol of physical and spiritual protection — this beaded bag charm comes with a chunky black heart for a moody pop. Tie it onto your tote, affix it onto the buckle of your riding boots or wrap it around your arm — it’s a multipurpose accessory that does it all.

Butter Cup Studio custom multipurpose strap

Handmade in Toronto, this small business makes their bag charms custom to order. Take your pick from three styling options: the signature mix of high-quality beads, a special spelled-out phrase or a curated stack with letters of your choosing. The result is a personalized accessory that you can wear on your purse, your phone, bracelet or necklace. That’s what we call sustainable!