One of the most peculiar and talked-about trends of the latest moment is to clip a stuffed toy monster to one's bag or outfit, looking both fairy-like and monstrous at the same time. These singular puppets, called Labubu, dominate our instagram and tiktok feeds as more and more are being paparazzied on celebrities, from Rihanna to Lisa from Blackpink.

The sudden and explosive success of Labubu should not come as a surprise to the most observant: the trend responds perfectly to the style of the Z and Alpha generations, who seek to enrich and personalize their look by making use of peculiar and questionable gimmicks, or by resorting to less conventional elements that can best represent their identity.

Readily riding the wave of the latest trends, Pharrell Williams--creative director of Louis Vuitton's men's line since 2023--has created the "new travel companion of the Louis Vuitton universe," Louis Bear. The charm, a perfect collector's accessory, is designed to clip anywhere: from a bag handle to a belt loop, but also to one's keychain.

Drawing inspiration from some of the looks from the Louis Vuitton Spring/Summer 2024, Fall/Winter 2024 and Spring/Summer 2025 fashion shows, Louis Bear stands out in four versions: Baseball, Western, Rockabilly and Supervision. Each of these responds to distinct personalities, which are in turn accentuated by exclusive accessories such as bandana and cowboy hat, Speedy cap and bag, plaid pants, biker stud or a gold chain.

Each handcrafted teddy bear remains extremely true to Louis Vuitton's aesthetic codes: its leather paws pay homage to the brand's signature flower design, while its gold metal clasp makes it easy to match with a wide range of the brand's signature accessories.

With Louis Bear, Pharrell Williams demonstrates his ability to take the most unique trends and interpret them while respecting the brand's identity and aesthetic. Configuring himself as a true miniature mascot, the new Louis Bear blurs the line between the real and imaginary worlds, challenging everyone's imagination and creativity in a playful way.

Opening image: Courtesy Louis Vuitton