Plush toys are no longer just for kids. They’ve become the most surprising fashion accessory of 2025.
First came the whispers of nostalgia. Then came the sightings: high-end handbags casually adorned with tiny, wide-eyed toys. Now in full swing, 2025’s most unexpected fashion craze sees celebrities embracing plush toys as statement accessories — and leading the charge are none other than Rihanna, Dua Lipa, Blackpink’s Lalisa Manobal, and Elsa Hosk.
Far from children’s toys, these so-called “adult toys” are part of a booming subculture known as ‘cutecore’ – an aesthetic that champions playfulness, softness and childlike wonder. In a post-“quiet luxury” world, the pendulum has swung dramatically toward expressive, nostalgic fashion. Plushie bag charms have become a symbol of that shift.
Dua Lipa has been spotted accessorising her Hermès Birkin with not one but two Labubu plushies. Labubu, a mischievous elf-like character originally created by Kasing Lung and popularised by Chinese toy giant Pop Mart, has built a cult following for its endearing fuzziness and quirky costumes. Lalisa Manobal has not only amassed a collection of rare Labubus but also frequently showcases them on social media, while Elsa Hosk has styled hers with high-fashion outerwear. Even Rihanna has given the trend her stamp of approval.
This isn’t just a celebrity quirk. Cutecore’s roots lie in Japan’s kawaii culture and the broader “kidult” phenomenon: a generational embrace of childlike joys in adult life. Plushies like Miffy, Monchhichi, Jellycats and Labubu are now appearing on runways and in viral content across TikTok and Pinterest. Coach recently covered its Fall/Winter 2025 runway bags with teddy charms, while Miu Miu’s crocheted bear bag tags are selling for upwards of $875.
The appeal goes beyond aesthetics. For many, these plush toys offer emotional comfort in an increasingly tense world. Whether clipped to a handbag or displayed on a desk, they provide a soft, familiar anchor in the chaos of adult life. Blind box purchases add a thrill of surprise to the experience, echoing childhood joys with adult consumerism.
While some critics dismiss the trend as frivolous or infantilising, fans embrace its unapologetic joy. In a culture often dominated by minimalism and restraint, cutecore is proof that fashion still has room to play. And if the likes of Dua Lipa and Rihanna are cosigning it, it might just be the softest power move of the year.
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