This One Accessory Is Quietly Taking Over 2025 – And It All Started With Jane Birkin
Bag Charms Are Back – And Hotter Than Ever
In the world of fashion, everything old eventually becomes new again—and bag charms are proof. What started as a signature look for French style icon Jane Birkin has evolved into one of 2025’s hottest accessory trends. If your handbag isn’t dressed up with a charm (or three), you might just be missing out on the easiest way to level up your entire look.
Here’s everything you need to know about the bag charm trend, from its stylish beginnings to why it’s dominating TikTok and Instagram feeds today.
Where It All Began: Jane Birkin’s Iconic Accessory Hack
The trend traces back to the late '70s and early '80s when Jane Birkin, the ultimate muse of effortless French-girl style, began personalising her now-iconic Hermès Birkin bag with everything from ribbons to trinkets and keychains. Her philosophy? Bags are meant to be lived in and loved—not kept in a glass case.
Birkin’s custom additions weren’t just decorative—they told a story. A passport to individuality. This whimsical touch sparked a quiet revolution in how we view handbags: not just as luxury items, but as expressions of personality.
The Celebrity Seal of Approval
Fast forward to now, and bag charms are officially back on the radar—thanks in part to celebs and influencers who are reinventing the trend in bold new ways.
- Kendall Jenner was spotted rocking a fluffy statement charm on her vintage Prada bag.
- Bella Hadid loves layering quirky keychains and nostalgic pieces that channel early Y2K energy.
- Dua Lipa adds playful charms to her designer bags, proving that even high fashion can have fun.
- Hailey Bieber opts for minimalist metal charms that match her clean-girl aesthetic.
Even major fashion houses like Fendi, Dior, and Louis Vuitton have reintroduced luxury bag charms in their latest collections, further cementing their high-fashion comeback. But you can't personalise them to fit your personality, but you can with D&J!
Why Bag Charms Are the Must-Have Accessory of 2025
Here’s why the bag charm trend is everywhere right now—and why it’s not going away any time soon:
Personalisation is everything – In the age of aesthetic curation, adding a charm to your bag is like giving it a name and a vibe. Whether you're into astrology, initials, or lucky symbols, there's a charm for that.
Y2K nostalgia is trending – Thanks to the Y2K revival, playful accessories are huge again. Think chunky plastic charms, fluffy pom-poms, and character keychains.
TikTok virality – #BagCharm has over 100M views on TikTok, with users showing off their charm hauls, DIYs, and charm-styling tips.
It’s an affordable upgrade – Don’t want to splurge on a new bag? A cute charm adds instant personality without breaking the bank.
How to Style Bag Charms Like a Pro
- Mix & Match: Combine gold and silver chain for the perfect contrast.
- Theme It Out: Choose a theme (travel, celestial, initials) for a curated feel.
- Layer Up: Don’t be afraid to add multiple charms to one handle—more is more in 2025.
- Repurpose: Clip charms to belt loops, zippers, or even necklace chains for maximum versatility.
Where to Buy the Best Bag Charms in 2025
D&J duh! On Friday 25th April we will be launching a build a bag charm service where you can completely customise to match your vibe! Crafting is the hot girl hobby in 2025 and making your own jewellery is the perfect activity to do so. Clear your diaries, grab your besties and come build a bag charm at D&J super soon!
Final Thoughts: Small Charm, Big Impact
As fashion shifts toward personal expression and playful detail, the humble bag charm is having a major moment. What started with Jane Birkin has evolved into a full-blown accessory renaissance—and this time, it’s for everyone.
So if you’re looking to refresh your look, add a little charm. Literally.
