Inside the New Wave of Bag Charms for Men
Once a playful afterthought, the bag charm has become a new symbol of personality and self-expression for men today
A new language of personal style
Bag charms, once dismissed as frivolous details, now stand as playful and sentimental emblems of personality in contemporary style. From streetwear enthusiasts to luxury devotees, more men are adorning their bags with figurines, trinkets, and charms that tell small stories about who they are.
The rise of this trend, propelled by pop culture moments and celebrity influence, signals a new aesthetic choice and a redefinition of self-expression in men’s fashion.
The most recent example came from BTS member Kim Taehyung, known as V, whose airport departure for Paris Fashion Week in early October sparked an online frenzy. Photos of his travel look revealed a single detail that caught the world’s attention: a small Hirono doll clipped to his luxury bag.
Within hours, fans tracked down the same figurine, flooding Pop Mart’s websites across Asia until the toy sold out entirely. What might have been an innocuous accessory became a global headline.
A history rooted in authenticity
But this moment is part of a much longer story. Bag charms have long occupied a curious place in fashion, sitting at the intersection of decoration and personal expression. Jane Birkin, the woman whose name became synonymous with the Hermès Birkin bag, famously filled hers with keychains, beads, and mementos, softening the prestige of one of the world’s most unattainable accessories.
Her charms told her story and offered a glimpse into who she is as a person, reflecting fragments of travel, a favorite memory, a memento from someone special, or simply something she found beautiful. That same instinct of making something iconic feel human is what drives the current wave of bag personalization.
Objects that become memory
For men, the appeal is especially striking. A figurine or toy attached to a sleek designer tote can feel like a clash between adult sophistication and childlike nostalgia. It challenges old hierarchies of masculinity in fashion, where accessories were once confined to watches and wallets.
Today, male celebrities, influencers, and even the fashion-minded guy down the street are helping make whimsy feel welcome again.
The aesthetic itself carries emotional weight. A bag charm often feels like a keepsake, a reminder of a particular trip, concert, or moment. In this way, it transforms the bag from a status symbol into a personal archive. Every attachment, whether Pop Mart’s Hirono, the earlier Labubu, or a small plush character, acts as a shorthand for identity. It’s not just what you carry, but what you choose to hang beside it.
Retailers have noticed. Major fashion houses and collectible toy brands are finding common ground, creating keychains and bag ornaments that merge streetwear and luxury. Pop Mart has evolved from niche toy purveyor to cultural barometer, its collaborations aligning with global fashion cycles.
Even high-end brands like Louis Vuitton and Dior have introduced bag charms to bridge the gap between collectible art and high design.
The power of play
What makes this trend interesting is how unpretentious it feels. For all the money and hype surrounding limited-edition releases, the act itself of clipping a toy to a bag is refreshingly human. It recalls a time when possessions were personal and when objects carried stories. There is a sense of play and irony in it too, an understanding that even the most carefully styled outfit can benefit from something slightly out of place.
V’s airport moment may have accelerated the trend, but the cultural momentum behind it suggests it was inevitable. The bag charm has become the smallest form of self-portraiture. It’s proof that style doesn’t have to speak loudly to say something true. The detail that dangles, after all, often says the most.
Bag charms are small accessories, like figurines, keychains, or trinkets, attached to bags to add a personal touch. The trend is growing among men as a way to express individuality and style beyond clothing or brand logos.
V was photographed at Incheon Airport with a Hirono doll from Pop Mart hanging on his bag. Fans quickly shared the image online, leading to global attention and a surge in demand for the collectible.
Hirono is a collectible figure from Pop Mart, designed by artist Lang. Its slightly worn expression and playful aesthetic have made it popular as both a figurine and a bag charm accessory.
Bag charms allow men to personalize their bags and showcase small details of their personality. They have become a way to transform ordinary bags into expressive accessories.
Popular bag charms are available through Pop Mart stores and official websites in Asia, as well as through collaborations with fashion retailers. Limited editions often sell out quickly, so early purchase or pre-orders are recommended.
Photos courtesy CELINE, Louis Vuitton, Coach, Bottega Veneta
