When Heritage Meets Hype: Why Liali, Labubu, and Hypeselection Make the Ultimate Trio

Sometimes, the best collaborations are the ones you never saw coming—but make perfect sense once you see them together. That’s exactly the case with the fresh, playful, and delightfully unexpected partnership between Liali Jewellery, Hypeselection, and Labubu.

At first glance, they couldn’t be more different: a legacy jewellery brand, a trendsetting concept store, and a wide-eyed designer toy with a mischievous grin. But look a little closer, and you’ll start to see what ties them together and how this collaboration might just be the smartest move for all three.

Let’s dive into why this trio works so well, and what each brand stands to gain from this creative union.

Liali: A Legacy Brand Embracing a New Era

Liali Jewellery has been a trusted name in fine jewellery across the UAE for decades. Its brand is rooted in craftsmanship, timeless elegance, and emotional significance. Liali doesn’t just sell jewellery, it celebrates life’s moments.

But even classic brands need to evolve.

By teaming up with Hypeselection and Labubu, Liali gets to tap into a younger, more culturally driven audience without losing its core identity. It’s a subtle but clever way of saying: “We know who we are—but we’re not afraid to have a little fun.”

The collaboration brings freshness to Liali’s image, opens the door to new customers who may not have engaged with the brand before, and shows that luxury can still have personality.

Hypeselection: Staying Ahead by Thinking Differently

For Hypeselection, collaborations are part of its DNA. As a concept store known for its curated drops, rare finds, and all things street-culture, the brand thrives on staying two steps ahead of what’s next.

But this collab? It’s not just another sneaker release or streetwear drop. Partnering with Liali allows Hypeselection to stretch its creative muscles, venture into luxury territory, and introduce its audience to a world they might not usually explore.

It also sends a powerful message: hype isn’t just about the latest, it’s about the unexpected. And that includes a beautifully crafted, exclusive collectible made in collaboration with one of the UAE’s most established jewellery names.

Labubu: The Collector’s Darling Reimagined

And then there’s Labubu, the cheeky, lovable character from artist Kasing Lung’s “The Monsters” series. Labubu already has a cult following in Asia and among designer toy collectors worldwide. So what does this collab do for it?

In a word: reach

This campaign introduces Labubu to a new region and a broader audience—one that might not yet know how much joy a little vinyl character can bring into their lives. And by aligning with luxury and fashion-focused brands, Labubu steps into a space that elevates it from “cute toy” to “coveted collectible.” Its collab with Liali and Hypeselection will allow Labubu to extend its creative influence into the realms of luxury and streetwear, merging collectible art with high-end jewelry and fashion to boost brand visibility and cultural relevance.

What They All Have in Common

So what’s the common thread tying these three together?

At their core, Liali, Hypeselection, and Labubu all value storytelling, craftsmanship, and emotional connection.

  • Liali tells stories through jewellery pieces that represent memories, milestones, and meaning.
  • Hypeselection curates culture, each item on its shelves has a backstory and a vibe.
  • Labubu embodies emotion and nostalgia, a character who reminds us not to take life too seriously.

All three believe in the power of “special.” Special pieces, special partnerships, and special moments that create lasting impressions.

This collaboration isn’t about product, it’s about personality. It’s about showing that luxury can smile, streetwear can grow up, and even a little monster can have a lot of heart.

The Win-Win-Win

  • Liali expands its brand story and connects with a younger, more trend-aware crowd.
  • Hypeselection deepens its identity as a culture curator, not just a hype machine.
  • Labubu charms its way into a new market while staying true to its playful soul.

And the best part? Consumers win too. Whether you’re a jewellery enthusiast, a streetwear fan, or someone who just loves cool collabs—you’ll find something to love here.