A mini Louis Vuitton MONRON SAPS SUPPLY CORPT OF CANCNETS in coating with handles in Vachetta leather and a yellow and orange pumpkin pattern is worn with two charms of LABUBU torture bag during the COPENHAGUE fashion week, August 07, 2025 in Copenhagen, Denmark.
Edward Berthelot | Getty Images Entertainment | Getty images
Labu dolls have become an essential accessory for luxury fashion, with celebrities like Lisa de Blackpink, combining toys with Louis Vuitton and Hermès bags.
Coveted blind toys – collecting stuffed animals that look like a rabbit monster with shredded teeth – are a relatively cheap status symbol at $ 27, although they regularly sell a bonus on the resale market. Now, high -end brands are testing if Labu fans are ready to pay luxury prices.
In June, a collection of 14 personalized labus dressed in Carhartt designs and the Japanese brand Sacai amassed $ 337,500 at auction with the upper lot reaching $ 31,250. During the recent American Open, tennis champion Naomi Osaka praised Labubus inlaid with crystal which cost some $ 500 to a-get. Due to the high demand, the “listings” take four to six weeks for delivery, according to the manufacturer of personalized glasses and accessories from New York.
Then the dolls team up with the Parisian house Moynat. In just over two weeks, the fashion house publishes a collection of handbags, leather accessories and, of course, bag charms that present Labubus and two other characters from the artist Kasing Lung, the Dutch artist from Hong Kong who created Labu. Moynat’s monogrammed monogrammed canvas bins start at $ 2,150 and retail bags for $ 450.
While Labu Mania is new, the high -end brands of Tiffany in Loewe are increasingly put characters like Pikachu and Totoro to court younger and digitally customers. Well done, these collaborations generate not only of media threshing, but bear fruit.
OMEGA Silver Slover Slover SPEEDMASTER Watches are coveted collection items, with its 2015 model, at the initial price of $ 7,350, worth $ 38,000 on the secondary market, according to the Watchcartts data supplier. The two collections of Jimmy Choo with Sailor Moon, with the most recent published in October, quickly sold. Some brands create their own endearing characters, such as Louis Vuitton dropping a line of charms of “Louis Bear” animal bags in July.
Jeff Lindquist of Boston Consulting Group told CNBC that these collaborations had resumed popularity in the last decade to target customers who can afford high -end items but who are not obsessed with fashion.
“Cute is not trivial. It is strategic,” said Lindquist, partner at BCG, where he advises luxury fashion and beauty brands. “It works incredibly well on platforms like Tiktok where cultural virality and relevance are what motivates the visibility and the opportunity of brands.”
Bertrand Le Gall de Moynat said that collaboration with Lung is a way for the 176 -year -old house to remain culturally relevant and resonate with customers.
“The cute elements, even if they have this deep artistic value and this deeper design value, I think we play on the emotional value of everything,” said Gall, director of image and communication. “This emotional value is so important with regard to a house like ours with a very long and historic heritage.”
‘Mignon element’
The French house Moynat has teamed up with Kasing Lung, the artist behind Labubu, on a limited collection of handbags and accessories.
With the kind permission of Moynat
Generation Z customers are particularly looking for emotional value, according to Lindquist. Many have fell their expenses because they felt the effect of inflation and see less value in traditional luxury products.
“Gen Z considers luxury less as crafts and artistic talent and status and more as mirrors with their identity and their beliefs,” he said.
Daniel Langer, professor of luxury strategy at Pepperdine University, compared the drawing of characters to that of celebrities.
“The characters represent something, and these characters also have a fans base,” he said. “There are people who really love them.”
But to enlarge media threshing, collaborations, such as Labubu Blind Boxes, should draw on the thrill of hunting, he added. In the case of the Moynat collection, it will not be sold online and will only sell in a Moynat boutique at a time of October 11 at the beginning of 2026
“Anyone who has a labu can tell a personal story about how they obtained them,” said Langer, who described by buying an authentic but reasonable price for her daughter as “a business”.
Naomi Osaka from Japan poses for a photo with his Labu after defeating Great Minnen in Belgium in the first round 3 of the US Open at the USTA Billie Jean King National Tennis Center on August 26, 2025 in New York.
Robert Prange | Getty Images Sport | Getty images
The capsule collections give brands the possibility of experimenting with new looks and expanding their audience, according to consultant Alexander Thiel.
“The collaborations give you a license in the consumer’s eye to do something which, otherwise, for your brand would be unexpected and will therefore open it to a new audience,” said Thiel, who directed McKinsey’s Consumer Packed on property and retail businesses in Switzerland until September.
That said, brands run the risk of alienating their main audience, according to Thomai Serdari, Marketing professor at New York University. For example, while the three Loewe collections with Studio Ghibli succeeded, it would not have been logical for a more traditional brand to sell handbags or Totoro wallets with the mouse of “Spirited Away”.
“In the case of Loewe, that was perfectly logical, because they had an intentional change of something very discreet and very traditional quiet luxury before the acquisition of Lvmh“She said.” Then in the LVMH portfolio, they became the creative child, the smallest brand that experiences and is fun. “”
She also warned against the continuation of trends, saying that a phenomenon like Labu Mania can “collapse as quickly as he was built”.
Actions of Pop MartLabu doll manufacturer has flowed approximately 21% since the peak at the end of August, analysts fear that the frenzy will argue. However, the stock is still increasing by almost 200% for a year, and some analysts are still optimistic about Pop Mart prospects. Lina Yan from HSBC noted that Labu only started to actively collaborate with brands like Coca-Cola in 2024.
“The supply and demand of Labubus will not bow to 180 degrees,” wrote Yan. “We think it is too early to ask for a peak.”
It is too early to judge the power of Labu. But Thiel said he thought that the craze of Labu and the influx of bag charms like Louis Bear indicate that consumers are looking for innocent distractions of economic anxiety.
“We see that there is a lot of anxiety and a lot of uncertainty, and not only in the parts of the socio-economic demography which struggle on the economic level, but at all levels,” he said. “I think it is not surprising that there is a little bit of hanging on pregnancy and this element of cute. I think it talks about something deeper.”