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Kitsch and fun: the bag charm revival
Spotted on the Jacquemus Spring-Summer 2025 runway and at Willy Chavarria’s Fall-Winter 2025-2026 show, bag charms have never been so on-trend. That’s why Numéro has selected the most fashionable bag jewelry of the moment—from Balenciaga to Louis Vuitton x Takashi Murakami, with stops at Marc Jacobs, Bimba y Lola, and Coach.
by Louise Menard.
The Return of the Bag Charm: Kitsch Yet Cool
Tiny jewel, keychain, talisman—the bag charm trend is making a comeback. Both bold and playful, it reflects your mood, elevates your bag, and above all, injects a bit of cheer into your daily routine, likely dampened by the grey Parisian skies.
And while bag charms were long considered kitsch, it’s precisely this embraced quirkiness that now makes them cool. In a fashion era that enjoys flirting with bad taste, this once outdated accessory has become a real statement piece.
Beyond its offbeat look, the bag charm strikes an emotional chord: it often recalls memories, a trip, an encounter, a personal wink. These small, seemingly trivial objects become emotional talismans—everyday jewels filled with meaning.
More than just a decorative touch, it’s a touch of irony or tenderness you clip onto your bag the way you’d post a mood on your profile. The bag charm is the return of fun in fashion—without taking itself too seriously. And honestly, it feels good.
At the origin of this unexpected revival: Balenciaga. While Demna has been adorning bags with accessories for years now, the designer has pushed the concept even further. For his Fall-Winter 2024-2025 show, he unveiled a keychain overloaded with charms.
From plush toys to bling jewels
For fans of all things cute and kawaii, Louis Vuitton has renewed its collaboration with artist Takashi Murakami to offer the now-iconic Superflat panda—an arty and endearing piece. In this ultra-cute vein, Bella Hadid opts for plush-shaped accessories, while Celine imagines a fluffy charm in pink shearling.
Those drawn to playful, pop-inspired pieces will find joy in Moschino’s smiley-face coin purse or Coach’s New York taxi charm—whimsical creations that bring humor and lightness.
On the fashion-forward side, some houses have turned their iconic pieces into minis. Marc Jacobs shrinks his nano Tote Bag into a charm, while Miu Miu replicates its famous pleated mini skirt as a keyring—a clever nod for longtime fans.
For the more pragmatic, bag charms have also become functional. Etro offers a mini purse made of golden chains, seen on its Fall-Winter 2024-2025 runway, while Burberry transforms the charm into an AirPods case. Loewe also offers a poetic yet practical mini leather tote shaped like a white whale.
Finally, lovers of extravagance can turn to ultra-bling decorative pieces: at Rabanne or Diesel, the bag charm becomes a dazzling jewel, perfect for catching every eye. Designer Harry Nuriev has created silver charms inspired by artworks from the Louvre.
Our bag charm picks
Pigalle Collector charm, €1,700, Balenciaga
Superflat, 690 €, Louis Vuitton x Takashi Murakami.
Available at fr.louisvuitton.com.
Harry Nuriev for the Louvre: “Main de justice” charm, €35
Available at boutique.louvre.fr.
Pink shearling charm, €510, Celine
Leather pleated mini skirt charm, €490 , Miu Miu.
Giga Pineapple leather charm, €650, Chloé.
Pink Tote Bag charm, €150, Marc Jacobs.
Red AirPods case charm, €220, Burberry
Beaded chili pepper charm, €57.95, Susan Alexandra.
Available at susanalexandra.com.
Metallic logo charm, €52, Diesel.
Gold chain charm, €550, Etro.
Heart-shaped charm, €98, Vivienne Westwood.
Heart keyring, €60, Bimba y Lola.
Yellow taxi charm, €94.95, Coach.
Panda-shaped leather charm, €250, Gucci.
Leather Smiley charm, €230, Moschino.
Olive charm in leather and metal, €450, Loewe
Plush bear charm, €23, Jellycat.
Available at eu.jelllycat. com.
Pink crystal charm, €50, Rabanne.
Available at fashion.rabanne.com.
