Exploring new Ideas TrendsInspirations
Discovering fresh perspectives, and igniting your passion for fashion.
Are Hermès Buyers the Same People Buying Labubu?
Ivy Vu
- Fashion Blogger -
What do Hermès and Labubu have in common? At first glance, not much. One represents the pinnacle of European luxury, with centuries of heritage, while the other is a quirky, mischievous character from China’s Pop Mart, a brand often referred to as the “Chinese Disney.” Yet, a curious trend has taken over social media—fashionistas and celebrities alike are hanging Labubu plush charms from their Hermès Birkins and Kellys, seamlessly blending high fashion with collectible toy culture.
What do Hermès and Labubu have in common? At first glance, not much. One represents the pinnacle of European luxury, with centuries of heritage, while the other is a quirky, mischievous character from China’s Pop Mart, a brand often referred to as the “Chinese Disney.” Yet, a curious trend has taken over social media—fashionistas and celebrities alike are hanging Labubu plush charms from their Hermès Birkins and Kellys, seamlessly blending high fashion with collectible toy culture.
A fleeting moment of pop culture crossover? Or a sign of something bigger—a shift in consumer values, where luxury is no longer defined solely by price tags and heritage, but by emotional connection, playfulness, and global influence?
The Labubu Phenomenon: From Niche to Global Hype
Labubu, a character introduced by Pop Mart in 2018, spent years flying under the radar—until last year when it exploded into mainstream popularity. Plush versions of the character are now commanding sky-high resale prices, and Labubu has become the It accessory of the moment.
BLACKPINK’s Lisa played a major role in the craze when she posted multiple photos with Labubu blind boxes, turning the character into a social media sensation. But the real game-changer? Thai Princess Sirivannavari, who was spotted at Paris Fashion Week with a Labubu charm hanging from her Hermès Birkin.
In a world where luxury is all about storytelling and status symbols, Labubu’s rise isn’t just about a cute toy—it’s about the cultural clout that comes with it. Pop Mart has strategically expanded into Southeast Asia, a market that shares many consumer behaviors with China. By positioning Labubu at the intersection of exclusivity and playfulness, the brand has created an alternative form of status—a collectible that feels just as desirable as a designer handbag.
And that’s where things get interesting.
Why Labubu Works with Luxury (And Why Luxury Needs Labubu)
The growing popularity of Labubu among luxury consumers is more than just an aesthetic trend—it’s a reflection of where fashion is headed.
1. The Rise of Bag Charms & the Need for Playfulness
The return of bag charms isn’t accidental. From Balenciaga’s summer collections to Miu Miu’s latest runways, high fashion has fully embraced the “more is more” approach, reviving the early 2000s trend of over-accessorizing.
But there’s another reason behind the craze—luxury consumers, particularly younger ones, want fashion to be fun again. At a time when the market is slowing down, buyers are looking for ways to reinvent their existing pieces without making massive investments. A Labubu charm on a Birkin? That’s a statement—it says, I don’t take luxury too seriously, and I make my own rules.
2. When Luxury Loses Its Edge, New Icons Step In
For years, luxury brands have prioritized their VIC (Very Important Client) programs, focusing on their wealthiest customers while alienating the middle class. The result? An estimated loss of 50 million luxury consumers worldwide.
Now, brands like Louis Vuitton and Gucci are trying to win them back, launching more accessible accessories—including bag charms. But here’s the catch: if luxury brands start offering “affordable” collectibles, what’s stopping consumers from looking elsewhere?
Labubu, priced far below any Hermès charm, is proof that status symbols don’t have to come from luxury houses. And that’s a dangerous precedent for traditional brands.
3. The Emotional Appeal of “New Luxury”
There was a time when luxury was the ultimate social currency. But today, that’s shifting. Some Hermès customers now reject non-handbag purchases as “forced buys,” a clear sign that exclusivity alone no longer guarantees desirability.
Enter Labubu—something scarce yet accessible, playful yet collectible. Its rise signals that the new generation of consumers is looking for products that mean something to them. They don’t just want expensive things; they want things that tell a story, bring joy, or spark a connection.
Luxury’s Existential Crisis: When a Toy Becomes More Coveted Than a Birkin Charm
Labubu isn’t the only disruptor in this space. Take Jellycat, the British plush toy brand that’s now dominating China’s high-end malls. Limited-edition Jellycat plush dogs are being treated like fashion trophies, sometimes even outshining luxury handbags in social status. Why? Because in a world where luxury bags are becoming more commonplace, consumers are looking for something fresh—something rare that sparks conversation.
Even Pop Mart itself is expanding beyond toys, launching a jewelry line called POPOP, designed to blend craftsmanship with playfulness. The message? Luxury isn’t just about heritage—it’s about joy.
This shift poses a critical question: If brands like Hermès and Chanel can’t deliver that same joy, will they still hold the same cultural power in the future?
The Bigger Picture: A New Era of Cultural Exports
Labubu’s success isn’t just about fashion—it’s about the larger movement of Chinese IP making its mark on global culture. In 2023, the video game Black Myth: Wukong reignited global interest in Journey to the West, proving that Chinese storytelling has mass appeal.
Now, Labubu is carrying that torch, positioning itself not just as a collectible, but as a cultural force. Unlike Western luxury mascots—think Louis Vuitton’s Vivienne or Qeelin’s BoBo—Labubu has the backing of an entire fan-driven ecosystem. It’s not just a corporate branding exercise; it’s a character with a life of its own.
So, Are Hermès Buyers the Same People Buying Labubu?
Yes—but not for the reasons you might think. It’s not just about wealth; it’s about mindset.
Today’s luxury consumer is no longer bound by traditional status symbols. They mix high and low, East and West, heritage and hype. They’re equally drawn to a Birkin as they are to an exclusive plush toy—because what matters isn’t the price, but the emotional connection.
And if luxury brands don’t start paying attention to this shift, they might just find themselves being replaced—not by another high-fashion competitor, but by something entirely unexpected.
Welcome to the new era of luxury—where the real power lies in joy, collectibility, and the cultural icons of tomorrow.
