The inaugural drop features a doll modeled after Drag Race winner Nymphia Wind, with new figures arriving monthly
Fashion designer Jason Wu has unveiled Atomic Lab, a new e-commerce platform dedicated to limited-edition collectible dolls inspired by influential figures. The project’s debut release features Nymphia Wind—the first East Asian winner of RuPaul’s Drag Race—with only 1500 pieces available for sale.
The launch is a full-circle moment for Wu, who got his start designing dolls long before launching his fashion label. His interest began in childhood, when he would sew miniature outfits inspired by looks from Vogue. “I learned fashion through that,” he said. Atomic Lab brings him back to those early roots, blending the playfulness of his beginnings with his experience as a designer today.
While the dolls are collectible, Wu sees Atomic Lab as something more personal—a way to honor the people and moments that have shaped pop culture. Each monthly release will highlight a different figure from across music, television, fashion, or animation.
The launch feels like an unexpected move for Wu, whose brand has long been associated with refined womenswear and red carpet glamour. But that is exactly what makes Atomic Lab feel so personal. It is a return to something deeply formative—his early love of dolls—and it adds a more intimate, emotional layer to his creative identity.
By centering each doll on a distinct personality, Atomic Lab taps into a kind of emotional world-building that resonates with younger audiences. These aren’t just pieces of merch, they are designed, limited-edition keepsakes that feel thoughtful and nostalgic. For Gen Z, who are increasingly drawn to collectibles that are both affordable and meaningful, they offer an accessible entry point into the fashion industry and luxury brand fidelity.
