Dogs, bears, cute little cats. why we’ll be carrying cuddly toys in our bags this fall?

The sweet toy came out of the cradle and it was not yesterday. Already in the 2000s, the Tamagotchi, which must be fed at a fixed time and pampered digitally, surprised more than one person. The charm of the bag from last winter is multiplied on the handles, which reappear. Crab, parrot, bracelets, stickers, strings or colored ribbons… It is forbidden and celebrities have mostly imitated Jane Birkin who decorated her famous Hermès bag with many trinkets. With the return of this fashion lady, the real thing Birkin effectthe bag took on the appearance of an outward sign of sensitivity. And, henceforth, it’s the plush toy that appeals to adults who may not be so grown-ups. So, after a successful exhibition in London, it was simply called Beautiful ended last April and exploring the power of elegance in our modern culture, tenderness invites itself into fashion weeks.

In Copenhagen in August, then in New York and London in September, small and large animals slipped among the guests; bear on the lap of Japanese stylist Yu Masui at Simone Rocha.

In Milan on Saturday, September 21, designer Mathieu Blasi also put childhood at the heart of his Bottega Veneta spring-summer 2025 show, called Wow! and plunged the audience into a fun twist by lining up animal-shaped bean bags. Rabbits, bears, squirrels, foxes or mice… soon to be sold and inevitably highly desirable to offer a little softness in a sometimes harsh world and industry.

As a break from the seriousness of adult life, the toy has never been more popular. The wrapped toy also turns into confectionary, touchable plush at Jellycat brand new FAO Schwarz, which just opened in July in the heart of Galeries Lafayette in Paris, with Japanese stars like Hello Kitty purring with delight on the bags. When we know that brain imaging studies prove that seeing something beautiful activates feelings of pleasure in the brain, there’s no need to hesitate to enter autumn. Softer than ever.