Labubu has some serious competition. The king of luxury releases adorable keychains for summer 2025

Louis Vuitton throws down the gauntlet to Labubu and introduces Vivienne Fashionista and Louis Bear keychains. Will the French fashion house’s new accessories win the hearts of young consumers?

Louis Vuitton has unveiled a collection of new Vivienne Fashionista and Louis Bear plush keychains. Interestingly, the premiere is taking place in the epicenter of the global Labubu craze – the Chinese figurines that have gone from being a child’s toy to the hottest trend in the fashion world. Could it be that Labubu , for which collectors are already paying astronomical sums, has gained a serious competitor in the style of LV?

Vivienne Fashionista and Louis Bear - new LV key rings as a response to Labubu / Louis Vuitton press materials

The funny figurines acquired in 2019 by Chinese Pop Mart took Gen Z's hearts (and wallets) by storm. Labubu as a pendant for Hermès Birkin ? It's already an everyday occurrence on the streets of Paris, Shanghai and Seoul. In early June 2025, a giant Labubu doll was sold for a record 1.08 million yuan - about 550 thousand złoty.

Louis Bear - new LV key rings as a response to Labubu / Louis Vuitton press materials

It's no secret that the fashion world is obsessed with "hot" trends. That's why Louis Vuitton , instead of passively watching Labubu's triumph, is bringing out its own guns. The result? Vivienne Fashionista - a charming reinterpretation of the iconic Vivienne mascot from 2017 , in the form of eight miniature Monogram Flower pendants . The colors? From energetic red to muted pastels.

Vivienne Fashionista - new LV key rings as a response to Labubu / Louis Vuitton press materials

Louis Bear appears alongside Vivienne in four guises: from a baseball player in a baseball cap, through a laid-back holiday guy in patterned shorts, to an elegant man with a yellow handbag.

The snide say LV is desperate to escape the industry slowdown and curry favor with younger customers who treat Labubu as an NFT- level investment. Fancy a Vivienne ? Have $1,390 ready. Or maybe a Louis Bear ? Here, prices start at $1,270 . Both collections are available for pre-order now on the Louis Vuitton app, with a global launch scheduled for July 10.