How charms and brooches became 2025’s most personal fashion statement

Fashion in 2025 has taken a personal turn. Amidst trend fatigue and digital overload, consumers are gravitating toward accessories that tell a story—and charms and brooches are leading this revival. Once reserved for formal occasions or heirloom collections, they’re now popping up everywhere, pinned to blazers and handbags, dangling from luxury totes, and layered onto everyday outfits with carefree abandon.

Over the last three months, global sales of charms and brooches have spiked by more than 200 per cent, with brands from Cartier to Coach reporting record engagement across both in-store and digital sales channels. This surge isn’t just about aesthetics; it signals a deeper emotional connection between the wearer and object. Luxury consumers today are investing in meaning, not merely material, and these miniature works of art offer precisely that: a blend of nostalgia, identity, and charm (pun intended).

The allure of personal expression

At the heart of this movement is a desire for individuality. Charms and brooches offer endless possibilities for personalisation, allowing wearers to create pieces that reflect their moods, memories, and milestones. For Gen Z and millennial shoppers, this emotional connection has become just as important as aesthetics.

From nostalgic motifs to modern crystal-studded designs, the new wave of embellishment reflects a mix of self-expression and storytelling. Brooches once associated with politicians and pearls are now reimagined by fashion houses like Cartier, Chanel, and Van Cleef & Arpels as versatile statement pieces that adorn denim jackets, scarves, and handbags alike.

The rise of maximalism and nostalgia

After seasons of minimalism, fashion’s pendulum has swung firmly toward excess. Celebrities such as Cillian Murphy, Colman Domingo, and Ke Huy Quan have helped bring brooches back to the red carpet, wearing artful designs from Cartier, David Yurman, and independent jewellers like Sauvereign. At the same time, global icons like Dua Lipa, Lisa of BLACKPINK, and Kareena Kapoor Khan have transformed bag charms into the newest form of quiet statement luxury. Even brands are joining the nostalgia wave, from Fendi’s playful Bag Bugs to Coach’s cherry charms, the accessory has evolved into a bridge between whimsy and refinement.

The democratisation of luxury

Charms and brooches are not just trend-driven. Small yet impactful, these pieces allow consumers to engage with designer brands without investing in larger-ticket items. Bag charms have become the perfect impulse buy—a small piece of joy, instantly shareable on social media and easy to collect, layer, or gift. And with the accessories segment expected to see a projected revenue increase of over 35 per cent by year-end, it’s clear that the charm economy is thriving.

The art of modern adornment

Brooches now glint from ties, lapels, collars, and dresses, adding a touch of personality to every ensemble, while bag charms effortlessly elevate everything from a work tote to a fashion week statement piece. Today’s accessories are more than decorative accents—they’re reflections of individuality, artistry, and emotion. Each piece tells a story, connecting the wearer to a memory, a mood, or a moment in time.

In a year defined by sentimental dressing and nostalgic revivals, the return of charms and brooches reaffirms one truth: personal expression never fades—it simply evolves, finding new ways to shine.

All images: Getty Images
 

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