From the bow craze and the "mob wife" aesthetic that dominated 2024 to the recent trench coat takeover, there's been no shortage of new fashion statements making the rounds on TikTok and beyond. So what's the latest maximalist style to spike? According to Google Trends, bag charms reportedly saw higher search interest than ever before.
That's right — move over, charm bracelets! These days, the best vessel from which to hang your baubles and bits is your everyday bag. And luckily, this is one fashion trend you don't have to break the bank to get in on, as you'll find plenty of options at every price point. From Gen Z-approved personality pieces like adorable Jellycat plushies to more functional add-ons like extra straps, there are bag charms on the market right now to suit any taste.
Ready to be charmed by the year's hottest fashion trend? Read on to shop a host of the top stylist- and editor-recommended bag charms and level up your accessorizing game. Plus, keep scrolling to have all of your burning questions about the "it" accessory answered by the experts.
Why are bag charms trending?
Before you go dismissing the style as a juvenile fad to skip, it’s worth digging a bit deeper into the trend to understand why bag charms are so popular right now. In the age of dopamine dressing, bag charms resonate as a way to showcase your personality and have fun with your style, with roots that trace back to style icons from decades past.
"The trend first took off after fashion TikTokers began paying reverence to Jane Birkin, who was known for 'birkinifying' her Hermés handbags by personalizing them with charms, key chains and even stickers," notes Bella Gerard, a shopping and trend advisor at Rakuten. Birkin, an actress and singer who died at the age of 76 in 2023, attracted attention from the fashion world for her unique sense of style.
“I feel people fell in love with her authenticity,” stylist Mallory Morris muses. “You can tell her sense of style is truly raw to who she is — it isn’t following trends or partaking in fast fashion, and I think in a world so full of these things, people are drawn to her authenticity. Hence the bag charm era was born.”
Couple this iconic style inspiration with factors like the time of year and accessibility of the charms, and you have a recipe for a viral fashion trend.
“We’re entering winter coat season — the time of year when most of our outfit gets hidden underneath practical layers for warmth. Accessorizing our handbags is a great way to show off personal style even when we’re all bundled up!” Gerard suggests. “It’s also possible bag charms — which are really just glorified keychains — are a popular option right now because investing in a few of these is often much less expensive than, say, buying a brand-new handbag altogether. When a trend is affordable and accessible, it’s even more tempting to try out, and therefore catches on faster.””
What is the point of a bag charm?
While there are certainly some practical bag charms (think: chains that act as extra straps or clip-on pouches you can stash your earbuds in), according to Morris, the primary purpose of a bag charm has less to do with function than it does with fashion.
“Bag charms are for fun,” Morris insists. “As with all fashion — it’s a vessel to show your personality and add more depth to the moment you’re wearing!”
Expert-approved bag charms
Best lucky bag charm: Stussy 8 Ball Keychain
- Street style all-star
- Charm/chain may come unscrewed
A Magic 8 ball famously has all the answers — carry that energy with you when you clip this onto your bag. Stussy's iconic keychain is popular in the streetwear scene, and Morris thinks it deserves all the hype.
Best leather bag charm: Petit Moments Leather Knot Bag Charm
- Made with PU leather
- Minimalist design
- Comes with clip
- Do not get wet
- Avoid lotions and fragrances
This effortlessly chic PU leather bag charm makes a sleek addition to any handbag, according to Morris. Available in four colors, it's a great option for someone who wants to dip their toe into the waters of the bag charm trend while still looking decidedly "adult."
Best subtle statement: Madewell Double Heart Beaded Bag Charm
- Plated recycled brass
- No clasp included; ties on
Gerard calls this bag charm "a chic option for someone who wants a pop of color that doesn’t feel too loud."
Best handmade bag charm: Rubati Totem of Nereides Key Chain
- Handmade to order
- Made from natural materials
- Customs/duties/taxes may apply
The boho elements of this handmade bag charm Morris recommends bring the vacation vibes into your everyday. It's got a lot going on, but the harmonious color palette and natural elements make it feel elevated and cohesive.
All in the details: Coach Small Pretzel Bag Charm
- Realistic salt flake details
- Restocked by popular demand
- Sharp edges per some reviewers
"Coach has really upped the ante with their recent selection of bag charms, particularly their NYC-inspired collection," praises Gerard. "I’m torn between the Small Pretzel Bag Charm and the Small New York Cluster Bag Charm."
Best stylist hack: Un Autre Tour Heart of Silver Necklace
- Thick silver chain
- Vintage piece
- Silver may turn due to age
One expert hack for the bag charm trend: Try looping a necklace around your bag straps or clipping one on with a carabiner!
"Fashionistas on TikTok have gone so far as draping necklaces and bracelets around the handles of their handbags to further decorate and design," says Gerard. "It’s all about emphasizing details for a creative, personalized touch."
We will note, this vintage necklace is a piece Morris recommends from her own jewelry brand. "I have this necklace wrapped around my purse strap right now," she shares. "It looks so cute and crafty!"
Editor-tested bag charms
Best budget bag charm: Peanuts Snoopy Bag Charm
- Lightweight
- Sturdy hinge clip closure
- Woodstock option on pre-order
Social media editorial assistant Annie Shigo just might be the biggest bag charm fan on the Shop TODAY team, recommending five of the charms from her personal collection alone.
"I am big into bag charms and keychains and as a Snoopy fan I love this one," gushes Shigo. "It makes your bag more unique and easy to identify."
Best functional bag charm: L.L.Bean Tote Bag Key Chain
- Replica mini Boat and Tote Bag
- Working zipper; can hold items
- Machine washable
- Only available in green color
Introducing: a bag for your bag. While it might sound ridiculous, this bag charm is actually one of the more practical options out there. It's a remarkably accurate miniature replica of the iconic L.L.Bean Boat and Tote bag, with a working zipper that can securely hold earbuds, lip balm, change, credit cards, doggie bags and more tiny items. Speaking from personal experience, it also makes an excellent gift!
Best viral bag charm: Calico Critters Chocolate Rabbit Keychain
- Soft flocked material
- Viral on social media
- Fragile, per some reviewers
- Difficult to clean
This friendly face is another iconic creature that adorns Shigo's bag. Calico Critters figurines have popped off on the internet recently, and this chocolate rabbit with a sweet beret is sure to bring a smile to your face every time it catches your eye.
Best tie-on bag charm: BaubleBar Braided Bandana Bag Charm
- Adjustable length
- No clasp or clip; ties on
For a more subtle bag charm, Shigo loves this option from Baublebar. The braided bandana strand can be tied around a strap or hooked onto a carabiner and features colorful beaded ends. It comes in blue and red colorways.
Best maximalist bag charm: 8 Other Reasons Lucky Bag Charm
- Easy to snap on and off
- May be too heavy for keys
"I love the feminine elements on this bag charm," raves SEO writer Jannely Espinal. "It features the 8-ball symbol from billiards, a bow which pays homage to the coquette trend and shoe laces for my love for footwear. This charm encompasses all my passions into one and it’s easy to clip on bags — thanks to the heart-shaped clasp you can even snap it on thicker hardware."
Best emotional support bag charm: Jellycat Timmy Turtle Bag Charm
- From the viral toy line
- Adorably grumpy expression
- Soft and squishy
- Sponge clean only
"I know this is being sold as a bag charm, but this grumpy guy is my new desk friend," says senior editor Jess Bender of this Jellycat accessory. "I saw him from across FAO Schwarz during a lunch break roam around the store, and I couldn’t get enough of his little arms being thrown up in defeat. (Relatable!)"
Best drapey bag charm: Free People Friendship Swag Charm
- Personalized touches
- Durable materials
- Can be difficult to screw on
Production coordinator Camryn Privette immediately grabbed this fun layering piece when she saw the evil eye charm. "I put this on my leather shoulder bag and it made the perfect maximalist addition." Privette went on to add, "I without a doubt, get a compliment every time I wear it out and about."
Best for travel: Dagne Dover Mila Keychain
When Shigo is traveling, she uses this multi-purpose bag charm to hold jewelry and other tiny valuables. Made of a durable neoprene material, this small but mighty keychain will last for many trips to come.
Best beaded bag charm: Susan Alexandra Foodie Bag Charm
- A compliment magnet
- High quality
- Made by hand to order
- Brass hardware may tarnish over time
Handmade in nearly a dozen food-themed styles, you'll look like a total snack with this treat dripping from your bag. I've used the cherry charm to clip my keys to for years and recommend it highly — I'm proud to report that I even influenced associate social media editor Dani Musacchio to scoop up one of her own! She opted for the "sizzly" pepper charm as an homage to her Italian heritage.
"I always get compliments on this charm," swears Musacchio. "It also makes a great gift!"
Best bag chain: Coach Motif Chain Bag Charm
- High quality materials
- Heritage Coach icons
- Not adjustable; 10.5" length
Deputy editorial director Alexandra Deabler has been eyeing this heirloom jewelry-inspired chain bag charm from Coach. She notes that while she's exclusively a pockets-over-purses person (I've literally never seen her carry a handbag), this is really cute and sort of like a wallet chain for your bag — you know, if you carry one.
Best splurge-worthy bag charm: String Ting Rose Quartz Love Force Bag Ting
- Handmade
- Genuine grade A rose quartz
- Clip sold separately
- Subject to import duties
Shigo's splurge-worthy heart-shaped bag charm is super popular, and she says it looks great layered or on its own.
"I love how big it is and it really adds a pop to my bags," Shigo vouches. "It works great for big bags and little ones!"
How do you use a bag charm?
Curious about how to rock the bag charm trend? Gerard suggests two ways to lean into the accessory craze, and which you opt for depends on whether you identify as more of a minimalist or a maximalist.
"Minimalists can use bag charms to add a little spice to more toned-down ensembles — a colorful keychain against a simple ‘fit adds a playful, unexpected pop," Gerard says. "If this sounds like you, pick your bag charm wisely; it should feel special, but still versatile enough that you won’t have to worry about it clashing with your wardrobe." Gerard suggests gold or silver bag charms to match the hardware on your handbag, instead of picking something with brighter colors.
"Maximalists, on the other hand, can really push the bag charm trend to the limit. More is more!" she enthuses. "Feel free to indulge in as many charms as you’d like — and allow yourself to get creative with what qualifies."
If you're feeling overwhelmed by all of the options on the market, Morris adds that the key is to not overthink it and follow your own personal style.
"Be authentic to who you are!" encourages Morris. "Don’t just throw on a million charms because you are following a trend — find pieces that resonate with you. If that’s one charm and a textured string, cute! If that’s a million charms you’ve collected over a year, amazing! Just be you."
How we chose
To find the best bag charms, Shop TODAY enlisted the recommendations of trusted stylist Mallory Morris and shopping and trend advisor at Rakuten, fashion editor and content creator Bella Gerard. We asked our editors to share a few of their tried-and-true keychains, clips, carabiners and bag charms as well.
Meet the experts
- Bella Gerard is the shopping and trend advisor at Rakuten. She is also a fashion editor and content creator. She has previously spoken with Shop TODAY about the case for retailer memberships.
- Mallory Morris is a stylist based in Los Angeles. Morris also has a vintage jewelry brand, named Un Autre Tour, where she curates vintage jewelry to sell. She has previously spoken with Shop TODAY about how to style leather jackets and the difference between jackets and parkas.
