Marianne Theodorsen is the Queen of Bag Charms

Sep 8

Updated: 21 September 2024

Norwegian It-girl Marianne Theodorsen is an ardent admirer of Copenhagen. “I absolutely love it – it’s my favourite city,” she says. Beyond being a fabulous destination for a city break, Copenhagen holds a special place in her heart for its fashion week, which she praises for its core values: “sustainability, diversity, inclusivity, and an overall relaxed vibe.” When thinking of Copenhagen Fashion Week, Theodorsen finds that both locals and attendees from abroad have a “more authentic approach to the way they dress” compared to other fashion events and destinations.

The Norwegian influencer is a nostalgic bag charm collector, handbag contributor to Vogue Scandinavia, and a stand-out street style superstar. We saw her eclectic looks and impressive bag collections flaunted all over Copenhagen Fashion Week and Oslo Runway.

The Oslo-based content creator latched on to the bag charm trend and turned it up a notch. “Most of these have been collected over the years - from bookstores, toyshops, travels, made by my kids, made by me, found on @etsy , found on @ebay , old phone gadgets and so on and so on. I’m sure many of you will have your drawers full of potential bag charms.” she answered via Instagram after getting an onslaught of inquiries as to where she sources her quirky throwback clip-on stuffies, gadgets and unexpected bag charms — juxtaposed against the buttery luxury of mini Miu Mius, quilt-stitched leather Chanel and patina’d Louis Vuitton Speedy bags.

In the precipice of this newly defined self-expressive trend, an Instagram-based brand popped up called Bag Crap. They curate custom vintage Bag Charm Packs that will delight and surprise like a thrift store haul.

It just goes to show how eclectic Copenhagen street style has become over the years, just by looking at the sheer amount of soft toy charms spotted on bags this season. From Hello Kitty to Minnie Mouse and Donald Duck, it’s the ultimate way to accessorise your accessories this season.

What’s behind this surge in popularity of soft toys? Well, as with many trends at the moment, all roads point to Miu Miu, which featured bag charms in its spring/summer 2024 collection.

Check out Marianne’s personal collection below for bag-spiration.