Luxury marks are taking advantage of the labubu fever

From playful item to desire, the character created by Ksing Lung redefines what he means exclusivity in the fashion universe

What was once just a $ 27 surprise toy now moves luxury figures. The Labubu dolls, created by artist Ksing Lung, are no longer a collectible collectible to become one of the most desired accessories in the fashion universe – and the big maison perceived the potential.

The monster of cute and at the same time clumsy, with rabbit ears and crooked teeth, has already become a status icon. Celebrities like Lisa, a member of Blackpink, display their side -by -side toilets with Louis Vuitton and Hermès bags, proving that the doll is not only a playful item, but also an extension of the contemporary luxury style.

Also read:
PCO accuses Globo and NGOs to manipulate acts against amnesty
DONG YU reveals how the lace dictates the direction of China
Real has the 5th largest appreciation of the world in 2025; Argentine bitter weight worse performance

The character’s appeal has gained so much strength that today moves values ​​far above its original price. In June, a special collection with 14 personalized toilets – including Carhartt and Japanese Sacai collaborations – raised $ 337,500 in auction, with a single piece being awarded for $ 31,250. In the universe of accessories, the so-called “Lablingblings”, inlaid versions of A-MORIR-created crystals can cost about $ 500 and take up to six weeks to reach the hands of buyers, as revealed by Naomi Osaka, a declared fan of the play.

And the news doesn’t stop there. In a few weeks, the Parisian maison Moynat will launch an exclusive collection with canvas pockets from $ 2,150, as well as $ 450 scholarship pendants. The project also includes other Lung universe characters, reinforcing the connection of the 176 -year -old French brand to contemporary pop culture.

This movement is not isolated. The luxury market has embraced iconic characters to dialogue with younger and younger consumers. Brands like Tiffany, Loewe and Omega have bet on figures like Pikachu, Totoro and even Snoopy. The results impress: 2015 Speedmaster “Silver Snoopy clock, originally sold for $ 7,350, today can reach nearly $ 38,000 in the secondary market, according to Watchcharts. Already the two collections of Jimmy Choo with Sailor Moon sold out in record time. Other houses continue to create their own mascots, such as Louis Vuitton, which launched this year the “Louis Bear”, plush pendant for bags.

According to Jeff Lindquist, partner of the Boston Consulting Group, the trend is not fleeting. He explains that the appeal of cuteness goes beyond the obvious. “Being cute is not trivial. It’s strategic. It works incredibly well on platforms like Tiktok, where virality and cultural relevance boost the visibility and desirability of brands,” he told CNBC.

At Moynat, the bet goes beyond hype. Bertrand Le Gall, Maison’s image and communication director, believes that collaborations like Lung help keep tradition alive without losing connection with the present. “The cute elements, although they have a deep artistic and design value, I think we are exploring the emotional value of everything. This value is very important when it comes to a home like ours, with such a long legacy and history.”

In the end, Labubu shows that luxury can also be fun, playful and even eccentric – as long as it carries the exclusivity aura with it. The monster who was born as a surprise cash toy today is the protagonist of a global phenomenon that unites pop culture, fashion and desire.

The “cuteness element” that conquers generation Z

More than an object of desire, Labubu became a reflection of behavior. According to Jeff Lindquist of the Boston Consulting Group, young Z generation consumers seek emotional value above all – and this explains why smiling monsters can today rival classic bags or timeless jewelry.

Inflation and economic instability caused many to reduce spending on traditional luxury items. But instead of moving away from the industry, they started looking for products that dialogue directly with identity, beliefs and lifestyle. “Generation Z sees luxury less like crafts, art and status and more as mirrors of their identities and beliefs,” said Lindquist.

Daniel Langer, Professor of Luxury Strategy at Pepperdine University, compares the appeal of the characters to the celebrities themselves: they carry narratives, symbolize universes, and attract faithful fans. For him, part of the magic is precisely in the “emotion of hunting.” The collector who finds a rare labubu or can guarantee a limited edition piece has a story to tell – and this personal experience is as valuable as the object itself. Not coincidentally, the Moynat collection will not be sold online and will follow an exclusive schedule: from October 11th to the beginning of 2026, only one designer store at a time will receive the products.

Langer speaks from his own experience. He remembers the saga to get an authentic and affordable topower to give his daughter. “It was a great endeavor,” he described.

Opportunity or risk?

For experts, collaborations like this offer brands a space to risk. Alexander Thiel, McKinsey’s former consumer goods leader in Switzerland, explains: “Collaborations give you a license in the eyes of the consumer to do something that would otherwise be unexpected for your brand and therefore open it to a new audience.”

But not everything is a guarantee of success. Thomai Serdari, marketing professor at New York University, warns that not all brands can venture on this ground. Loewe, for example, agreed to embrace Studio Ghibli characters, such as Totoro, in three successful collections. However, a brand with a more traditional profile would probably not have the same reception. “In the case of Loewe, it made perfect sense, because they made an intentional change of something very discreet and very traditional, silent luxury, before the acquisition by LVMH. So, within the LVMH portfolio, they became the creative child, the smaller mark they experience and are fun,” said Serdari.

She still warns: chasing trends can be dangerous. Phenomena such as “Labubumania” can disappear as fast as they have emerged.

The impact on the market and the uncertain future

Pop Mart, the official manufacturer of the Labus, already feels the effects of this volatility. The company’s shares have fallen about 21% since Pico in August, reflecting analyst concerns about the possible loss of fever breath. Despite this, the roles still accumulate high to 200% in the year, and many analysts are still optimistic. For HSBC Lina Yan, it’s too early to talk about exhaustion. She recalls that the first major international collaborations-such as Coca-Cola in 2024-started recently.

“The supply and demand of toil will not oscillate 180 degrees,” Yan wrote in a report. “We believe it’s too early to predict a peak.”

The future of Labubu may be uncertain, but experts agree that the phenomenon says a lot about the present times. Thiel believes that the doll’s appeal, as well as other “cute” accessories, reflects a collective desire for lightness in the face of economic and social uncertainties. “We see that there is a lot of anxiety and uncertainty, not just in the socioeconomic layers that face financial difficulties, but at all levels. I think it is not surprising that there is a certain attachment to integrity and this element of cuteness. I think it talks about something deeper.”

In the end, Labubu goes beyond fad: it represents an emotional escape, a cultural symbol and, above all, a reminder that even in the luxury universe, cuteness can be a powerful asset.

With information from CNBC*