- Bag charms are booming, as trinkets adorn the handbags, belts, and even Stanley Cups of fashion girls everywhere.
- This summer, the trend is going even further with plushies, collectables, and toys emerging as weird, nostalgic accessories dominate runways and street style.
- Pop Mart’s Labubu is leading the charge with its sold-out status and celebrity fans.
Millennials get a bad rap for being nostalgia-brained. People love to point out the foibles of Disney adults and Harry Potter fanatics (that one avocado toast headline also comes to mind), but we aren’t the only cohort embracing adolescence. In the past year, childish, sentimental accessories have taken over purses everywhere, thanks in large part to Gen Z.
First, there were trinkets. When the charm boom began a few years ago, 20-somethings adorned their best beat-up hobos with adorable little keepsakes ranging from the ubiquitous cherry stems to bows, hearts, and Sailor Moon stars that embraced the trappings of girlhood. Next, boho and indie sleaze styles took over, as ropes, chains, scarves, and sweaters dominated runways, hanging off purses like they had been hastily tied on by an angsty Gossip Girl teen. Soon after, doll-sized bags-for-your-bag debuted as Prada, Baggu, and L.L. Bean released itty-bitty companions to put on their larger counterparts.
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Zoomers love charms; that much is obvious. But they also like them a little weird, favoring unpredictable add-ons to the classic gold Eiffel Tower charm you’d find on the wrist of Lily Collins’s Emily in Paris (who, it’s worth noting, is most definitely a millennial). Instead, what can only be described as “emotional support charms” are all the rage. Cutesy, creepy, and fuzzy friends are being looped on belts, draped on bags, and even worn as jewelry, creating a look that’s meant to startle onlookers, and soothe the wearer. Why might an adult woman hang a collectible gremlin from her Balenciaga bag? The answer is part security blanket, part jump scare.
For instance, according to my anecdotal research, Velveteen Rabbit-style bunnies (as in, the fur is a little mangy, the ears a bit stepped-on) are the“It” item for L train-accessible Brooklynites. In a single commute, I spotted two Le City purses (one black leather, one gray and possibly counterfeit, but who’s counting?) dripping in bunny flair.
This sad little creature popped up on the catwalks in February, too. Lucky rabbit feet got the high-fashion treatment at Tory Burch (also a fan of Brat-coded skulls) and Chloé on necklaces and brooches. At Coach, intentionally well-worn stuffed animals, complete with sad, “please love me” eyes, delighted NYFW-goers alongside the brand’s latest handbags. And in terms of see now, buy now accessories, you can, at this very moment, buy a trench coat-wearing bear charm from Burberry or a furry Medusa-shaped blob with Versace sunglasses (it’s cuter than it sounds), should you be so inclined.
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It’s not just charms of the fluffy variety hanging off all the cool kids; toys in general are trending. When Lisa of Blackpink stepped out carrying a Louis Vuitton x Murakami purse dripping in oddly cute baby figurines this spring, it was clear we were in for a freaky charm summer. And Pop Mart’s cutesy creations are leading the way.
The Chinese toy company behind the K-pop star’s CryBaby bag charm is also the source of the mega-viral Monster Series of characters—and its breakout star, Labubu. Believe it or not, this mischievous gremlin with a demented smile is the most sought-after personality in fashion right now. Not only has Labubu graced the purses of Rihanna, Dua Lipa, and Amelia Gray, but its sold-out status reached mythic proportions.
According to online reseller StockX, the delightfully unhinged collectible has seen “explosive growth” on the platform in recent months—coming from the sneaker-head platform of choice, that is a powerful hype indicator. In fact, Pop Mart’s latest Labubu release, part of the Big Into Energy series, is now the top collectible ever released on the site.
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“Labubu products—and the Pop Mart brand more broadly—have risen in step with the growing popularity of bag charms,” says Rachel Makar, Senior Director of Merchandising at StockX, as part of a trend towards expression, nostalgia, and customization. “While they’re most commonly spotted dangling from handbags, we’ve also seen fans clip them onto luggage, belts, and even Stanley Cups,” adds Makar, citing Lisa’s endorsement as a key driver of demand. “She was among the first to add Labubu accessories to Hermès handbags, proving that high fashion still has room for fun.”
Gen Z’s freaky little accessory obsession points to a universal truth: We all want to look, or at least feel, unique. And in 2025, that’s far easier said than done. When everyone everywhere has access to the same stream of inspiration to scroll through online, it’s hard to cultivate a singular POV on fashion, especially if you’re part of the generation raised on smartphones. Instead, we go chasing novelty in all the wrong places. This is the real reason personal style discourse has reached counterproductive heights on TikTok, and every girl in the West Village wants her own distinctive combination of Cartier bracelets. Contrary to our best efforts, we can’t break the cycle of fashion sameness.
Labubu and friends offer an enticing (if temporary) solution. Stand out by putting a strange little gremlin on your purse zipper—no one else would dare. Better yet, stick a smushed bunny on your belt loop; it’s probably good luck. Why not add a pink-cheeked Cry Baby to your over-exposed Stanley Cup? They are limited edition.
The freaky little accessory remains truly unexpected. Despite its widespread popularity, there’s something novel and enduring about Labubu’s toothy smile. In the age of brain rot, that’s really saying something.
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