They’re adorable like Labubu dolls, but costly as an LV Speedy.
Looks like everyone’s beloved bag charm, aka Labubu, has a new rival. And it’s Louis Vuitton that is stepping up to become a contender in the toy department.
The fashion powerhouse, on June 25, unveiled its own version of plush bag charms that celebrities, TikTokers, and definitely your friends are obsessing over right now. Like Labubu, Crybaby, Dimoo, and Care Bears, LV’s lavishly decorated keyrings can be used to personalize any handbag, including Labubu’s indisputable match—Hermès’ iconic Birkin.
But instead of opting for a monster-esque, “ugly cute” creature, Louis Vuitton has chosen a more kid-friendly character for its charms. First up is Vivienne Fashionista, the maison’s whimsical flower-inspired mascot featured in LV’s leather goods, jewelry, clothing, and more. It debuted in 2017 and is known for its distinctive design that incorporates elements in LV’s iconic Monogram print, such as its rounded petals and its eye patch that’s shaped like a pointed flower.
This time, the maison is bringing more cuteness to the mascot by decorating its rounded petals with mink fur in different colors. There’s red floral if you want to channel your inner maximalist, while there’s also a more neutral hue if you want to keep it a bit low-key.
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The bag charm comes in eight variants, with each one made from premium leather and featuring accents like pearls and rhinestones. In true LV fashion, every Vivienne Fashionista comes complete with its own accessories—a handbag, a pair of sunglasses, a scarf, or a tennis racket—designed to add more flair to your handbags.
Louis Vuitton’s Louie Bear charms, like the Vivienne collection, reflect the maison’s attention to detail and exceptional craftsmanship. This plush accessory comes in four distinct designs for posh fashionistas to collect.
One variant dons a jersey and a cap, with a baseball bat in hand, while another speaks swag and style in its colorful, patterned shorts, sunglasses, and LV charm necklace. There’s one that rocks an LV leather jacket and beanie, while another looks chic with its red bandana, fedora, plus a yellow bag reminiscent of the Millionaire Speedy that LV creative director Pharrell Williams donned in Paris.
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As with anything intricately crafted by the maison, its new bag charms come with a hefty price tag—over 70 times more than that of Labubu, to be exact. The Vivienne Fashionista is retailing for US$1,390 (PHP 78,300), while Louie Bear is up for grabs at US$1,270 (PHP 71,500). Both are now available for pre-order on the Louis Vuitton app before they drop in stores globally on July 10.
The French label’s release of plush bag charms comes as maximalist keyrings have become one of the largest trends in luxury fashion to date. The craze took off in 2024, when Labubu went mainstream and became the “it” accessory among fashion-forward individuals. The plush toy with bunny ears and a mischievous grin has fueled the expansion of Chinese toy maker Pop Mart into international markets and has driven its stock price upwards. We’ll just have to wait and see if Louis Vuitton’s bag charms will gain massive popularity and significantly boost the maison’s sales just the same.
All photos from Louis Vuitton
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