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3 min read
Look of the Week: Marc Jacobs totes a boxed Labubu
By Leah Dolan, CNN
Updated:
3:40 PM EDT, Thu July 3, 2025
Source: CNN
When Marc Jacobs designed The Tote Bag, it seemed like the world nodded
and scurried out to buy one overnight. When he launched his junior
sub-brand Heaven, the notoriously elusive Gen Z shopper quickly claimed
it as the aspirational label du jour. So it’s perhaps fitting that on
Monday, before he had even shown his Spring-Summer 2026 collection,
Jacobs had another stroke of innovation — this one was box-fresh.
On the day of his latest runway, Jacobs was photographed walking into
the New York Public Library — where his off-schedule collection would
show hours later — carrying a black leather Hermès Birkin bag
adorned with a shrimp tempura . Unlike most Labubu enthusiasts, though,
who attach the grinning toy to their bags with its built-in carabiner,
Jacobs chose to attach the bag charm without removing it from its
blister pack, hooking it on as if he were putting it on a retail rack.
Jacobs joined the Labubu craze thanks to makeup artist and longtime
collaborator, Pat McGrath, who posted a of the designer receiving the
gift.
“She’s major,” Jacobs said, attaching the box to his bag. “Is
this how you do it?” McGrath laughed, replying: “Well, to each his
own.”
Created by artist Kasing Lung and sold by Chinese toy maker Pop Mart,
Labubus were popularized in 2020, though they’ve become a phenomenon
in the past year as customers scramble to collect the sought-after
limited editions for resale — with one
Fastening a Labubu to a designer handbag has become a new favorite
habit of the fashion set, who have been wearing theirs to runway shows
for a number of seasons. The high-low contrast between a toy and, say,
a $4,700 Bottega Veneta Andiamo leather tote bag has become a knowing
wink, a 4-inch-tall totem of irony. Even celebrities such as Rihanna,
Lisa and — the last of whom is known for her of whatever bag is in
the crook of her elbow — have been spotted with the furry monsters in
tow.
That Jacobs has joined in is no surprise — his own playful,
pop-culture influenced designs are a natural fit for the accessory, and
their Tote Bags to the cartoonish toys for months. But the choice to
wear his Labubu boxed is a touch of camp for the designer, who has been
metaphorically unboxing dolls on the runway for multiple seasons.
Inspired by the artifice of playthings, Jacobs turned to 1960s paper
dolls last February, and this season opened the door to the dollhouse
once again with clownish, clomping platform heels that forced his
models to walk with a Barbie-like gait. Many models were adorned with
huge bows in their hair — stiff and flat as cardboard — with
puff-sleeves so large they could double as airbags.
Although protective Labubu cases are already creeping onto the market,
perhaps Jacobs’ pristine in-the-packet approach will kickstart a new
trend — even if the designer was just trying to safeguard his latest
investment. After all, Jacobs is a collector at heart. He spent years
acquiring original works by John Currin, Andy Warhol, Richard Prince
and Ed Ruscha, and, in 2019, he announced that he would be selling most
of his fine art via to make space to “start again.” Now, that
collection is sure to be filled with the toothy-grinned PopMart bag
charms — in their boxes of course — in no time.
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