Bag charms are everywhere. You’ve seen cute little things dangling off every It Girl’s Balenciaga City Bag; they’re a low-stakes way to express yourself. But what happens when everyone starts doing it?

In this episode, I unpack why bag charms took off in the first place and what their rise reveals about a much larger cultural shift. On the surface, they’re playful and personal. But beyond that, they point to how individuality has become something we increasingly perform and buy.

So what happens when something meant to feel personal becomes a trend? Does it start to lose its meaning? And as that fatigue sets in, how do “personal” items like bag charms evolve? This episode explores where personalization goes from here—and what that says about consumer culture more broadly.

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