image credit: sara_legge
Bag charms are having a moment. From tiny stuffed animals to plastic keychains, the trend is a small way to add playfulness to any outfit. Those most committed to the look string multiple charms and beads on their purses and wrap scarves and bandanas around the handles. The trinkets seem to instantly elevate and add interest to an outfit, whether it’s made up of basic sweats or a frilly frock.
The DIY bag decor has been dubbed “charmcore” by some, and the aesthetic coincides with the fun and vibrant direction Scandi style has taken recently (just check the Insta grids of Copenhagen-based influencers and you’ll notice handbags adorned with charms and chains). Yet one of the best things about the trend is that it can be easily adapted to any aesthetic. In fact, charmcore didn’t originate in Denmark or even fashion capitals like New York or Paris — Japanese “decora” style stars in Harajuku arguably spearheaded the trend years before.
The history of decora style in Japan
Decora style, derived from the English word “decoration,” is exactly what it sounds like: a maximalist aesthetic where you decorate yourself from head to toe like a Christmas tree. The style took shape in the Tokyo neighborhood of Harajuku, a mecca for sartorial experimentation, in the 1990s and early 2000s. While the look was never mainstream in Japan — a country where modest and subdued styles are generally the norm — it spread beyond the streets of Tokyo as celebrities like Tomoe Shinohara wore it and magazines like “FRUiTS” printed images of it.
Most decora devotees were known to wear bright, colorful outfits topped with rows of hair clips, charms, beaded jewelry, ribbons, and toys. At its core, decora encouraged a “more is more” approach to getting dressed. Today, the style isn’t as prominent in Japanese fashion as it once was. However, the kiddish, kawaii flair it highlighted continues to influence trends in the Land of the Rising Sun.
Charmcore and the rise of decora lite
The decora style aesthetic might not be as well known as, say, cottagecore, normcore, and dark academia — at least not outside of Japan. Even in Japan, the average person is covering themselves in UNIQLO basics, not rainbow clothes dripping with charms. With that said, decora can be seen in the way many Japanese people add little character keychains to their backpacks and beaded strings on their phone cases. These small touches are easier to hide or remove when dealing with the strict uniforms and social norms the country is known for.
In this way, you, too, can add a hint of decora to your style — and, if you’ve hopped on the bag charm trend, you already have. Take a look at the street style icons that appeared in “FRUiTS” during the magazine’s heyday and you’ll see parallels with the current charmcore aesthetic. Consider the current trend “decora lite,” an updated take on the early aughts Harajuku look.
How to use decora to elevate any fashion aesthetic
When taking inspiration from decora, bag charms are just the beginning. Eye-catching accessories and unexpected touches can elevate any aesthetic. If your style is soft and feminine, try adorning your hair with bows or pink ribbons. If you’re more into a classic look, start with a neutral-toned coin purse attached to your day bag, or layer simple necklaces (think pearls and gold strands) to upgrade an otherwise basic outfit.
Shoe charms are another option that, in addition to bag charms, have flooded Instagram posts and TikTok videos. The trend generally involves clipping charms and chains on sneaker shoelaces. OG decora girlies in Japan may have preferred to cover their shoes with scrunched leg warmers, but this new take is less fussy and just as cute.
Jewelry is also an easy way to dip your toe into decora without fully committing to the Crayola box-inspired look. Look for (or DIY your own) beaded bracelets or phone straps. Or buy a chain bracelet or necklace and hook on a hodgepodge of different charms.
Unless you’re into the Rainbow Brite look, keep your focus on accessories. Decorating your everyday clothes with small, playful pieces makes decora easy to adapt to your personal aesthetic and lifestyle. And, of course, if you want to take things up a notch, feel free to experiment with bold prints, bright colors, and zany layers.