LONDON — German fashion label Laurèl on Tuesday unveiled a plush toy collaboration with China‘s contemporary art IP Wakuku, considered by some as Labubu’s would-be rival, during the showcase of its spring 2027 high-end atelier collection in Milan.
Founded in Munich in 1978 and owned by Shenzhen-based Ellassay Group, Laurèl has long relied on a disciplined, minimalist design language rooted in Bauhaus principles. The Wakuku collaboration, centered on the unibrow character Rèl-LY, is aimed at bringing in a younger, more image-driven audience.
“High-end brands also need a lighthearted, playful side,” Dusen Wang, chief executive officer of Ellassay Group, said during an interview.
“Wakuku brings a younger, more imaginative expression that lets Laurèl break out of the traditional image of dressing the career elites. Taking this collaboration to Milan is our way of presenting Laurèl’s creativity in a more contemporary and international language. For us, the value of this kind of crossover is that it opens new possibilities for expression and helps us build a more natural connection with the new generation,” he said.
The Milan moment followed Laurèl’s atelier line debut in Paris in September 2025. The brand’s global outreach has been supported by the Shenzhen authorities and this time formed part of the Shenzhen Futian fashion showcase at Milan Fashion Week, a joint runway program for brands from the southern Chinese city.
Wang said Shenzhen’s nature as China’s most experimental and tech-savvy city has become an important factor in Laurèl’s ability to test collaborations such as Wakuku and respond quickly to consumer shifts.
“Shenzhen is extremely open to new ideas. If you have a good concept, you can realize it very quickly here,” he said.
“We sit on a solid fashion manufacturing base with a complete supply chain, surrounded by technology, design and cultural-creative resources. Collaboration between different industries happens easily. That means our sensitivity to changes in consumer demand is high. Once we have an idea, we can quickly turn it into a product and place it in the customer’s hands,” Wang added.
While the Wakuku collaboration is intended to appeal to younger consumers, Wang stressed that Laurèl continues to target high-achieving female professionals who prioritize quality and versatility.
“Laurèl has always emphasized German rationality and precision: sharp cuts and strong color that respond to women’s sense of power and diversity. By continually adding art, collectible and crossover elements, we aim to bring more fun and freshness to that rational choice,” he said.
