Luxury may have lost its mind, and this bizarre toy is proof
It wears Van Cleef, dangles from Birkins, and sells for thousands — what on earth is going on?
There was a time when grown adults were hoarding stuffed animals like retirement assets.
People lined up outside Hallmark stores. They bought plastic tag protectors. They refused to let their kids touch them. The Beanie Baby craze wasn’t just big, it was slightly delusional.
At its peak, Beanie Babies were a $1.4 billion phenomenon. Collectors swore they'd retire off Princess Diana bears and misprinted moose. There were price guides. Glass display cases. Rumors of million-dollar sales.
It was ridiculous. But looking back, kind of sweet.
The toys were five bucks. Most people knew it was a little silly. It was a simpler kind of crazy.
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But a new trend makes the Beanie Babies craze look grounded.
Fashion insiders are whispering about it. High-end jewelers are starting to embrace it. And in some cities, people are lining up before sunrise just to get a piece of it.
It’s plush. It’s weird. It’s expensive.
And somehow, it’s become one of the most coveted accessories in luxury fashion.
What in the actual heck is going on? Image source: Kulikauskiene/Getty Images
How a plush monster went viral
Labubu isn’t some ultra-limited Hermès collab or high-concept streetwear drop.
It’s a plush monster doll from Pop Mart, a Hong Kong-based toy brand known for turning collectible vinyl figures into full-blown cultural obsessions.
Labubu has been around since 2015, the creation of artist Kasing Lung. With its gremlin-like face, jagged grin, and wild eyes, it’s part Furby, part urban legend. But the real spark came in 2018, when it joined Pop Mart’s blind box lineup.
The concept? You buy a box, but you don’t know what’s inside. That gamble turned casual buyers into devoted hunters. Add in some social media hype, and Labubu started gaining cult-like traction.
Fast forward to now, and Labubu isn’t just a toy. It’s a flex.
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Pop Mart’s valuation has skyrocketed to $38 billion — higher than Mattel, Hasbro, and Sanrio combined. The rarest Labubus now resell for thousands.
A few have appeared at jewelry previews and auction houses. One, decked out in a designer onesie and necklace, went for nearly $8,000.
Rihanna has one. Dua Lipa has one. David Beckham was gifted one by his daughter.
This is no longer niche...it’s viral luxury.
How luxury caught Labubu fever
Labubu is now the weirdest status symbol in high fashion and the most unexpected flex for Birkin owners.
Instagram creators are photographing them like influencers, styled in Cartier and dripping in Van Cleef. The dolls hang from Birkins like creepy couture keychains, sometimes more photographed than the bags themselves.
They wear dupe "designer" jackets, pose in custom setups, and sometimes have full wardrobes more expensive than your rent.
Whole subcultures have popped up around Labubu styling. Etsy sellers offer custom outfits designed specifically for Labubu.
And it’s not just about shock value...it’s about exclusivity. In a world where even Birkins are becoming more common, Labubu is the unexpected flex that says you’re really in the know (or completely off the rails).
Owning one is a signal. Styling one is a statement. Attaching one to a five-figure handbag? That’s (apparently) status in 2025.
And if that sounds completely insane, that’s because it is.
Labubu isn’t just a trend. It’s the moment luxury may have officially lost its mind.
