“We are seeing a global increase in the sale of phone charms in the business,” says Beatrix Wong, head of new market at Casetify, the phone accessories brand that counts Olivia Rodrigo among its fans. “Sales are up 50% year-on-year in the phone charm category, proving they are a staple accessory from here on.”

“Our business continues to grow month-on-month and year-on-year,” says Rachel Steed-Middleton, the founder of String Ting, whose designs are worn by Hadid and Jenner. “They’ve become de rigueur now – you’ve got your phone, your case and then your strap. My customers tell me that it’s a form of self-expression. Our phones are an extension of ourselves, so people enjoy adding flourishes to it to show off their sense of style.” Other popular brands include Coconut Lane, Ateljé, Roxanne Assoulin and Louve, whose pearl design was worn by Lily Collins in the most recent season of Emily In Paris.

Crime and customisation: how the phone wrist strap became this year’s most unexpected cult accessory