If you are the proud owner of a social media account (or a pair of eyes) you will have probably seen a recent craze that has quite literally taken over. Enter; Labubus – a fluffy and somewhat freaky-looking toy that has become a viral sensation among Gen Z’s and Millenials.

You may be wondering how this relates to fashion? Well, plush toys have been spotted on the runways of late – from brands such as Coach and Simone Rocha to Bottega Veneta. At Copenhagen Fashion Week last summer eagle eyes will have spotted them as bag charms on everything from totes to Birkins.

And now it seems that Labubus are the latest must-have accessory to personalise your handbags. If you’re not on board yet, it seems it’s only a matter of time before you succumb to the Labubu spell. Even celebrities such as Rihanna, Dua Lipa, Olivia Attwood, and Lisa have shown their love for the doll.

What are Labubus?

Labubu dolls were first designed by Hong Kong-born artist Kasing Lung over a decade ago and were distributed by Chinese toy company Pop Mart as a collectible. Half the fun of a Labubu is never knowing which one you’re going to get. They operate as a blind-box format and it’s the element of surprise (and sometimes disappointment) that has made many of the unboxing videos go viral.

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Where can I buy Labubus?

Unfortunately, as with all must-have items, Labubus are in short supply. The best place to try is Pop Mart – there are six permanent stores in the UK, in Manchester, Birmingham, Cambridge, and London. They also currently have a pop-up in Harrods. While they are usually out of stock on popmart.com, you can turn on alerts to be notified when they’re back in stock.

Why are they so popular?

The popularity of Labubus is rooted in 90s nostalgia when bag charms were a huge fashion trend. Perhaps as the demographic driving this trend are predominantly those who grew up in that decade, it’s our fondness for childhood toys that draws us to them. Plus, it’s no secret the world isn’t exactly in a great place right now. It can feel hopeless and unstable and as such it’s important to seek out things that bring you comfort and happiness. So go ahead, spend your adult money on toys, and add a touch of playfulness to your accessories.

Where to buy Labubu alternatives?

If you have been unlucky in your Labubu search, the good news is there are plenty of alternatives out there that make for a cute accessory. Jellycat offer a selection of soft toy bag charms that are much easier to get your hands on than Labubu’s. Other brands offering alternatives include Noodoll and Crybaby.

Featured Image Credit: @olivia_attwood