They’re fluffy, they’re collectible … and they’re sold out everywhere. Meet the Labubu. At first glance, you’d be forgiven for thinking I was talking about a children’s toy — and in a way, I am. But you won’t just find these gremlin-like accessories clipped to a middle schooler’s backpack. Over the past six months, the Labubu has become fashion’s latest obsession, popping up at Fashion Weeks and flooding social feeds, dangling from your favourite street style stars’ luxury handbag.
It was a gloomy Friday morning when I first heard about Labubus. I was in Sydney on a brand trip and was preparing for a day of shopping when the room full of content creators started to buzz. “They’re here in Sydney!” “The shop is just around the corner.” “They’re releasing more at midday!” At first, I assumed the buzz was about a new pop-up or the drop of a viral sneaker, but to my surprise, this impossibly stylish crowd was obsessing over a soft toy.
So, what exactly is a Labubu?
First created in 2015, Labubus were the brain child of illustrator Kasing Lung. But, it wasn’t until a collaboration was launched with toy giant Pop Mart that this fuzzy collectible truly took off. Available in a range of pastel hues, Labubus are sold in “blind boxes,” meaning you won’t know which style you’ve scored until you open it.
My story senses tingling (and with a healthy dose of trend FOMO), I joined an stylish expedition to Pop Mart to see what all the fuss was about. What I wasn’t prepared for was the line. Yes, you heard me right. At midday on a Friday, a winding queue of office workers, athleisure-clad twenty-somethings, and now a handful of New Zealand content creators and fashion media had formed outside Pop Mart. Then suddenly, it was time. A group of sales assistants emerged, handing out boxes of Labubus to the waiting crowd. $32 AUD later, I had a Labubu in my hands… and within 10 minutes, the restock had completely sold out.
Oh, yes, I forgot to mention. Part of the appeal of a Labubu is that they’re nearly impossible to get your hands on. The latest Labubu release – Labubu the Monsters Big into Energy Series – sold out within minutes and have now popped up on resale sites like Ebay for up to $500.
Still sceptical, I didn’t fully buy into the hype — not until I sat down to unbox my Labubu (on camera, of course, because as any good influencer knows: the camera eats first). I immediately clipped by Lychee Berry Labubu to my Georgia Jay bag and instantly felt like I was part of a chic new club. A club that includes Lisa from BLACKPINK, Dua Lipa and Rihanna.
Lauren Brodie, better known as @elbeefrivolousfashion, was an early adopter of the Labubu trend.
“The whole experience – from the effort to get your hands on one, to the blind unboxing, and finally the success of having your new Labubu adorn your bag – is so fun, whimsical, and a little bit silly,” Brodie says. “I think we could all use a bit more of that in our lives!”
It’s time to get dressed
Once the initial thrill of securing your Labubu has passed, you can then further personalise your new toy with a suite of chic outfits available for purchase. From matching sets and overalls to head-to-toe Prada ‘fits – the options are endless.
Once Brodie found out she could buy outfits for her Labubu her wallet “found itself mysteriously open yet again”.
“My daughter loves helping me choose what they’re going to wear – with a matching corduroy set featuring overalls, hat, jumper, shoes and glasses, being a firm favourite right now,” Brodie says.
Labubus and nostalgia
Fashion stylist and costume designer Sammy Salsa was with me in Sydney when I first discovered Labubus — and despite some initial scepticism, he’s now a full-blown convert.
“It actually reminds me of a really nostalgic time as a child, where you loved to collect things, but you couldn’t really afford it,” Salsa says. “But, when you’re adult, you’re able to purchase these adorable, nostalgic things that you wish you could’ve had when you were younger. I saw so much beauty in that, and I think that’s why it’s won me over.”
While he’s yet to expand his Labubu collection, his current one is a constant companion – earning a spot on his work bag.
“I take with me everywhere and it’s kind of cute, because you have this adorable little thing that’s by your side every day,” Salsa says. “I think this trend speaks volumes to people’s love for small things. When there are so many serious events happening on a global scale, it’s nice to get excited about something so small.”
Wearing a Labubu is almost like being part of a secret club. One where there is an instant connection or passing smile in the street from other Labubu lovers.
“There is something so delightful about a fashion trend that is playful, affordable, and creates an instant connection between people,” Brodie says. “Trust me – whether you love them or hate them, Labubu are a conversation starter!”
So, are you going to join the club?
