Why cute little bag charms are the fashion accessory of the moment – again

If affluent shoppers can’t be persuaded to drop thousands of dollars on a new purse, perhaps they can be enticed to spend a few hundred dollars on a branded charm for a purse they already own. Photo: Fendi

Years after Jane Birkin famously decorated her eponymous Hermès handbag with clusters of trinkets and strands of beads, bag charms have made a big comeback. 

Plush Labubu keychains helped revive the Gen Z-fuelled accessorise-your-accessory trend and catapulted it into the mainstream.