You know luxury is in trouble when the hottest item on the runway isn’t a $5,000 handbag but the thing dangling off it. Charms, from Kendall Jenner’s 818 Tequila minis to Miu Miu’s micro bags to Crocs’ customizable phone cases, have officially gone from playful accessory to brand marketing strategy.
This isn’t just about fashion anymore. It’s about survival.
The Origins of the Charm
Jane Birkin was looping trinkets on her Hermès long before TikTok gave us “what’s in my bag” culture. Fendi’s Karl Lagerfeld pushed the concept into the mainstream in 2014 with the Bag Bugs (Karlito is my personal favorite), plush monsters that turned purses into personalities.
Subscribe to Monthly to read the rest.
Become a paying subscriber of Monthly to get access to this post and other subscriber-only content.
UpgradeA subscription gets you:
- Weekly startup, venture, & consumer brand insights
- Business case studies & experienced POV
- Post comments
- Invitations to HSR Insider virtual events