2024 saw the fashion industry ride on the wave of collectible paraphernalia, transforming whimsical novelties into status-defining treasures. While the unveiling of luxury accessories and bag charms are nothing new, MCM’s Visetos-print mascots to Loewe’s playful animal figures highlight how luxury brands are tapping into a growing consumer desire for escapism through tangible, unconventional symbols of self-expression. What began as niche curios — like Burberry’s Plush Bear Teddy Bear Collectable from 2008 or early iterations of Bearbrick (or BE@RBRICK) collaborations — has evolved into a cultural phenomenon. Today’s fashion collectibles straddle the line between art, nostalgia, high-end branding and society’s penchant for “cuteness aggression” sparking a deeper emotional connection between consumers and the industry. This new era of collectible paraphernalia reflects a shift in consumer behaviour, where plushies, mascots, and novelties — far removed from traditional notions of utility — have become aspirational icons of luxury.
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Status Symbols to Consumer Escapism
Stepping away from the realm of luxury, one example of collectible paraphernalia that became a cultural must-have were the Labubu plushie dolls. Everyone from fashion editors and influencers to social media savant BryanBoy were seen sporting these plushie attached to their luxury designer bags. What started out as an online meme quickly turned into a buying frenzy that has expanded beyond Southeast Asia. Sold by Chinese toy company Pop Mart with prices ranging anywhere from SGD 40 to SGD 200, the hype surrounding the Labubu dolls emphasises how consumers place value in seemingly “everyday” items to feel included in a broader cultural movement. This phenomenon reflects a desire for connection and identity through shared symbols of fascination. The same can be said about the obsession with the Stanley Cup nearly a year ago, where collective enthusiasm transformed a bottle into a pop-cultural fixation.
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The journey of collectible culture in fashion dates back to around 2008, with the Burberry Bear (now sold online second-hand for USD 50 to USD 100) being one of the earliest examples of luxury fashion transforming an inanimate object into a cultural icon. What started as a novelty item sold alongside a purchase for collectors has now blossomed into a mainstream cultural movement. Fast forward to 2024, and fashion houses have embraced this shift, launching their own lines of limited-edition plushies, figurines, and mascots. Louis Vuitton’s Vivienne bag charm alongside Hermès’ and Celine’s dog toys and accessories are all part of this broader strategy to capitalise on the increasing demand for collectible items that blur the lines between what is practical and personal expression. Luxury brands have come to understand that modern consumers seek more than just status symbols — they crave experiences and avenues of escape. Collectible items, from plush toys to designer mascots, deliver a tangible sense of fantasy and evoke youthful nostalgia that traditional luxury goods often cannot provide, whether due to their price point or exclusivity. This yearning for escapism underpins the success of brands like Moschino and Loewe, which create playful yet distinctive products that go beyond adornment, seamlessly integrating into and reflecting the consumer’s identity.
Bags Moschino Men’s Spring/Summer 2025 collection exemplifies how the brand delivers surreal bags that become collectible items beyond their intrinsic value as bags.
Capitalisation of Group Behaviour
The rise of collectible fashion paraphernalia highlights a shift in how consumers approach their purchases. Historically, luxury goods were symbols of wealth, status, and exclusivity. But with the proliferation of accessible luxury brands and the democratisation of high-end fashion, brands have had to get creative in maintaining their allure. Enter the collectible culture — an accessible entry point for many consumers who may not be able to afford the full range of a brand’s offerings but can still indulge in miniature versions that serve as gateways to luxury.
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Luxury fashion brands have long been experts at creating exclusivity, but with collectibles, they’ve embraced a more collective form of exclusivity. Collectible toys and figurines are part of a broader cultural movement where owning certain items signals not just personal taste, but membership in a specific consumer tribe. These small, often playful products foster a sense of belonging, allowing consumers to join a larger narrative while still showcasing their individuality. This creates something of a societal paradox — in order to stand out, consumers often must align with the collective.While heritage and craftsmanship remain central to luxury storytelling, modern consumers — particularly millennials and Gen Z — are drawn to narratives that align with their values, often finding deeper connections in the playful, accessible realm of collectible culture and paraphernalia. Meaning, beyond physical appearances, they want their purchases to reflect a sense of individuality, playfulness, and emotional resonance. Collectible culture and paraphernalia have become the perfect medium for this connection, offering a bridge between the aspirational allure of luxury and the modern desire for items that feel personal, approachable, and meaningful.
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The Future of Collectible Fashion Paraphernalia
Charms hold a unique appeal, bridging both ends of the consumer spectrum. For some, they represent an accessible entry-level purchase into the world of luxury, while for loyal customers, they serve as an extension of their brand devotion. Think of it this way — you already own the Louis Vuitton Vivienne, the Hermès Birkin, or the Prada Re-Edition 1995 shoulder bag — what’s next? The bag charm offers a way to personalise these sought-after pieces, adding a playful yet sophisticated touch that elevates them further. It is albeit a small but impactful accessory that speaks to both individuality and brand allegiance. Why stop at one? The latest Prada campaign shows the model clutching a bag layered with numerous accoutrements encouraging the consumer to indulge in a bit of conspicuous consumption. This is arguably why luxury labels such as Louis Vuitton and Prada increasingly tune in to collectible culture as part of their strategy to expand into new demographics, particularly younger consumers and collectors alike. While luxury handbags and shoes are out of reach for some, a designer mascot or plushie offers an aspirational item that is much more attainable.
Nostalgia has always played a significant part in fashion — due to the inevitable trend cycle — hence the demographic between the ages of 18 to 30 typically looks back on past style icons to inspire their outfits of today. The fashion world also often transforms elements of childhood into more grown-up variations to embrace the fun side of fashion just as we have seen with friendship bracelets and now bag charms. Thus, people have done so by incorporating childhood trinkets and colourful bead embellishments onto their high-end bags to add pops of colour which would otherwise be difficult to display on everyday looks. The endless combinations of embellishments allow individuals to cultivate and express their personal style — especially in an era where it is increasingly difficult to do so, due to the rapidly changing trends.
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In an era where luxury bags are becoming increasingly ubiquitous among restless consumers, perhaps collectible accessories are the new display of wealth — offering a distinctive and personal way to signal exclusivity and taste. As the boundaries between fashion, art, and play continue to blur, the rise of collectible culture is likely to endure and even intensify. One can surmise that brands will continue to capitalise on the desire for escapism, self-expression, and nostalgia, expanding their product offerings to meet the growing demand for these unconventional luxury treasures. Whether through more mascots, plush toys, or creative collaborations, the future of fashion collectibles seems prime for further exploration.
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