A quirky ‘new’ trend is sweeping through the shopping aisles of The Reject Shop, but some fans have seen it before.
Call it nostalgia, self-expression, or a playful twist on everyday luxury, but bag charms are having a big moment.
From fluffy toys to glitzy, jewellery-style trinkets, bold bag charms are swinging from handbags everywhere, but what used to be reserved for the early 2000s, or more recently, the 2024 high-end designer catwalks like Miu Miu, Coach and Balenciaga, has now reached our chain stores too.
This year, playful trinkets have been taking over TikTok and Instagram feeds globally, thanks in part to the Labubu craze – the cult character collectible that inspired thousands of bag-dangling lookalikes and copycats, which can fetch thousands of dollars each.
Labubu’s cheeky, mismatched, slightly creepy aesthetic struck a chord with collectors and fashion fans alike, paving the way for a full-blown accessories explosion.
Now, The Reject Shop is giving everyone a taste of the trend, minus the expensive price tags.
With charms ranging from $2 to $4, their range includes adorable teddy bears in pastel tones, smiling mermaids, mini fluffy notebooks, toy strawberries and even miniature Crocs.
The kitschy-meets-cute aesthetic has become a hit not just with teens, but with millennials chasing a little Y2K nostalgia, and maybe mums grabbing a quick dopamine hit on their weekly discount shop.
A quirky ‘new’ trend is sweeping through the shopping aisles of The Reject Shop, but some fans have seen it before
Circa Y2K, The Reject Shop is now selling range of bag charms that are flying off shelves for as little as $2
The kitschy-meets-cute aesthetic has become a hit not just with teens, but with millennials chasing a little Y2K nostalgia, and maybe mums grabbing a quick dopamine hit on their weekly discount shop. Pictured: Bag Tag Rainbow Pom Pom $2 (L) and Plush Butterfly $2 (R)
‘I knew this would catch on,’ said makeup enthusiast Donna Brandon-Brown in her TikTok video. ‘Look at the Reject Shop, I knew this was going to happen.’
‘These are so cute, little butterflies. That one’s coming home with me,’ she added.
And it’s not just bags that are getting the makeover. Charms are being clipped onto everything from belt loops to backpacks, phone cases and even shoelaces.
The beauty of this trend, and probably why it’s so popular, is the ability for consumers to customise their charms and play up to different trends, moods and aesthetics, without age caps being a factor either.
It may even be due to a broader rejection of the ‘quiet luxury’ movement.
Instead of beige minimalism and logo-free basics, it seems the pendulum is swinging hard in the other direction toward expressive, joyful accessorising.
So, if you missed the first wave of bag charm fever back in the early 2000s, or you’re ready to relive it all over again now’s your chance.
And with prices lower than your morning coffee, it’s no wonder shoppers can’t stop at just one.