The Pop Mart plush toy, a demonic version of the 1980s kiki, was often used as a bag accessory by many celebrities on social media. Now it is at the heart of the new capsule collection by luggage maker Moynat, in collaboration with artist Kasing Lung, creator of The Monsters, a book whose illustrations launched the Labubu trend.
The little monster with big teeth, aka Labubu, had until now been the subject of a forced marriage with luxury. Used to its detriment as a bag charm, the plush toy saw its popularity skyrocket, with the rarest items selling like hotcakes on the resale market.
With the capsule collection by artist Kasing Lung, creator of The Monsters for Moynat, a luggage maker founded in 1849, this is the first time that a luxury brand—and one belonging to the LVMH group, no less—has openly paid tribute to the Labubu phenomenon, confirming the sector’s desire to become a “cultural” force in its own right.
The first chapter of this collaboration opens in early October, coinciding with the 10th anniversary of The Monsters. The capsule collection, featuring bags and small leather goods in Labubu colors, will be available exclusively in Moynat boutiques in select cities from late 2025 to early 2026.
Between art and craftsmanship
The capsule collection with Kasing Lung consists of tote bags available in small, medium, and large sizes, as well as Hobo bags, Mini 48h bags, and highly exclusive Mignon bags.
The collection extends to small leather goods, from card holders to passport cases and charms. Moynat, deeply rooted in travel through its craft of trunk-making, has a tradition of serving a clientele of global citizens, mainly from the United States, Asia, and the Middle East.
Each piece in the collection is a limited edition and combines the expertise of Moynat trunk-makers with the powerful and joyful storytelling of artist Kasing Lung.
With these true collector’s items, the collection follows in the footsteps of the artistic collaborations that have made Louis Vuitton famous, notably with Takashi Murakami in 2003, reaffirming the unwavering commitment of the LVMH group’s second trunk maker, Moynat, to art, innovation, and timeless design.
Founding father of pop
To pay tribute to Labubu without resorting to the obvious, luggage maker Moynat went back to the roots of the phenomenon by calling on Kasing Lung.
Drawing inspiration from Nordic folklore and mythology, this artist created cartoon and comic book characters that would go down in history. Among them, he drew the ugly yet cute little monsters known as the Labubu. The story originates from The Monsters, a trilogy of books that laid the foundations for an entire creative visual universe, which soon expanded to include works of art and collectible figurines.
For its capsule collection, Moynat has chosen to highlight some of the most popular characters created by Kasing Lung, namely Zimomo, King Mon, and of course the Labubu, all featuring the Maison’s M Signature canvas.
With this move, the LVMH group is undoubtedly hoping not only to capitalize on the Labubu phenomenon, but also to shine a spotlight on one of the group’s lesser-known brands, which was acquired in 2010 by Bernard Arnault’s holding company and relaunched in the utmost secrecy. Present in a dozen countries, Moynat has 28 boutiques around the world, or 32 if you count the shop-in-shops in department stores. Last July, the Maison also inaugurated its second Parisian flagship, this time on Avenue Montaigne, a stone’s throw from the headquarters of the world’s leading luxury goods company.
Read also > [COLUMN] Labubu: When toys shake up the codes of luxury
Featured photo: Moynat
