Laurèl pairs atelier show with Wakuku plush in Milan

A unibrow plush toy has joined high-end tailoring on a Milan runway.

Laurèl, the German fashion label founded in Munich in 1978, unveiled a collaboration with Wakuku, the Chinese contemporary art IP — a character brand licensed for products — during its spring 2027 atelier show, its small-workshop, high-end line. The project was reported by WWD.

The link-up centres on Rèl-LY, Wakuku's unibrow character. It was presented as a renewed tie-up between the label and the art property, with the plush figure appearing alongside the new-season clothes.

Wakuku has been described by some observers as a would-be rival to Labubu. That comparison gives the Milan moment a wider entertainment hook. Collectible plush characters have built large fan followings through blind-box sales, queues and resale.

Laurèl's atelier line only debuted in Paris in September 2025. The Milan outing for spring 2027 is therefore an early test of how far the label wants to take the format.

The Milan showcase formed part of the Shenzhen Futian fashion showcase at Milan Fashion Week, the seasonal industry event where brands show next season's ranges to buyers and press. The Futian showcase is a joint runway programme for brands from the southern Chinese city.

Three fashion brands from Futian District are showing in the women's collections for spring/summer 2027 Milan Fashion Week, according to the district government. Shenzhen Futian Government

Laurèl is owned by Ellassay Group, the Shenzhen-based fashion group led by chief executive officer Dusen Wang. The German label now sits inside a Chinese ownership structure, while still designing and showing under its Munich-rooted name.

What makes this stand out is the mix of registers. Atelier signals small numbers, hand finish and high prices. A plush collaboration signals fandom, queuing and unboxing videos. Putting the two on the same runway lets Laurèl speak to both rooms at once.