Labubu Mania

How a Wild-Eyed Plush Toy Hijacked High Fashion and Outdressed Your Designer Bag

Snag the plush that’s outdressing celebrities — grab your Labubu before it disappears again.

Labubu, a quirky plush toy from Hong Kong artist Kasing Lung, has evolved from blind box curiosity to luxury fashion icon. Though created in 2015, it surged in popularity in 2018 after being included in Pop Mart’s mystery toy lineup. Now, the brand’s $38B valuation surpasses Mattel and Hasbro—largely thanks to Labubu’s cult-like appeal.

Elite fashion circles have embraced the toy, with influencers, pop stars, and even luxury executives attaching them to Hermès Birkins. Their scarcity fuels demand: fans line up at dawn on restock days, and some cities are entirely sold out. Jake (@whatsjakin), an early adopter, outfits his Labubus with Van Cleef necklaces and Cartier tiaras.

Celebrities like Rihanna, Dua Lipa, and even David Beckham have flaunted theirs, while Pharrell’s Joopiter auction lists designer-clad Labubus for up to $8,000. Meanwhile, retailers sell knockoff designer outfits for the dolls—faux Gucci, Chanel, and Louis Vuitton—for under $15. Tokyo’s Edition Hotel even features them on welcome cards.

What started as a playful monster now commands a seat next to fashion’s elite. Jewelry for Labubu? Mini Fendi furs? At this rate, it’s only a matter of time.