Labubu mania hits luxury and fashion collabs

Pop Mart’s “Monster series” gremlin Labubu, one of the most in-demand IPs in global pop culture, is emerging as a magnet for fashion collaborations. Travis Scott’s Cactus Jack brand is dropping Labubu “Jack the Ripper” low custom sneakers on July 18, meanwhile Bianca Jebbia, wife of Supreme founder James Jebbia, just commissioned a custom set of Gabby Elan Labubu grills. All of this comes in the lead up to the Uniqlo release of “The Monsters” series. Other standout collaborations in China this week include Jacob & Co.’s gemstone-laden pendant co-designed with K-pop icon G-Dragon (the star reportedly achieved 20.08 billion views on Douyin in 2024 alone), and Miu Miu’s luxury eyewear collection with Hong Kong optical powerhouse Puyi. Each release speaks to distinct audience psychographics, from Gen Z’s obsession with collectible IP to high-net-worth consumers’ pursuit of quiet prestige. Subscribe here to receive collaboration news directly to your inbox every Tuesday. Miu Miu x Puyi Eyewear Details: Sunglasses collection, July 6 Social context: #Puyi has some 5 million reads on Weibo, #MiuMiu has 490 million. Verdict: This partnership with Puyi enables Miu Miu to leverage the optical giant’s foothold in Asia’s premium eyewear retail ecosystem. Collaborating with Puyi, a brand with deep roots in Hong Kong and a strong hold across China’s tier-one cities, gives Miu Miu a localized channel to connect with affluent Asian consumers. In the era of “quiet luxury,” this partnership subtly caters to status-driven shoppers who value technical artistry and brand legitimacy over loud logos. Miu Miu’s further expansion into the eyewear category via Puyi signals a broader shift among luxury houses to treat eyewear as a front-line category for customer acquisition. By positioning its eyewear as a combination of trend-forward and focused on optic function, Miu Miu also captures a younger, fashion-savvy audience at a more accessible price point than usual. Pop Mart x Uniqlo Details: “The Monsters” capsule, mid-August 2025 in Japan and Asia Social context: #Pop Mart (泡泡玛) has 730 million views on Weibo, #Uniqlo has 370 million. Verdict: Uniqlo’s latest iteration of its partnership with Pop Mart (which has been ongoing since 2022) signals a savvy acknowledgement of the Labubu craze that has global consumers in a chokehold. By translating Pop Mart’s cult characters like “The Monsters” into wearable forms, Uniqlo creates collectible appeal. By embedding the Pop Mart stories that come with the company’s characters into Uniqlo’s global LifeWear platform, the brand underscores fashion’s role as a facilitator of emotional utility. It’s a cultural strategy that mirrors how brands like Sanrio and Disney localize IP for enduring shelf-life and repeat engagement. At a time when luxury houses are tapping into streetwear to stay relevant, Pop Mart is increasingly elevating a toy brand to fashion credibility, and doing so through one of the world’s biggest retailers. For Pop Mart, this partnership extends its IP beyond the toy shelf and into lifestyle relevance. For Uniqlo, it keeps the brand plugged into Asia’s cultural zeitgeist while preserving its price-accessible appeal. Jacob & Co. x Peaceminusone Details: Jewelery collection, June 19 Social context: #peaceminusone has 1.25 billion views on Weibo, #Jacob&co has 752,000. Verdict: By anchoring the pendant’s aesthetic in G-Dragon’s Peaceminusone philosophy, Jacob & Co. taps into the artist’s profound cultural cachet across Asia. This move positions Jacob & Co. within a creative ecosystem that merges K-pop influence with luxury design, appealing to young, affluent consumers who seek collectible pieces that are extensions of their identities. The collaboration deploys scarcity and price stratification (tags range from $1,200 to $11,000), to engage both aspirational collectors and high-net-worth clientele. Framed as wearable art rather than mere accessory, the pendant reinforces Jacob & Co.’s narrative of “daring innovation,” while G-Dragon’s involvement guarantees cultural relevance and social-media buzz, notably in key high jewelry markets of South Korea, Japan, and China. The co-branded packaging, certificate of authenticity, and symbolism-rich design communicate a high-concept story that fuses playful design with craftsmanship. This release gives fans a tangible connection to G-Dragon’s evolving creative identity; an approach that goes beyond product and builds emotional equity for both the artist and the brand.

Labubu mania hits luxury and fashion collabs

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Published July 15, 2025

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Labubu mania hits luxury and fashion collabs