Green’s Dictionary of Slang

1. a general term of affectionate greeting.

1951		Cusack & James Come in Spinner (1960) 43: Get along with you, luvvie.
2000		Guardian G2 17 May 18: Oooh, thanks luvvie.

2. a slightly derog. synon. for an actor or actress, esp. of the more demonstrative and overtly emotional type [their stereotyped effusive cries of ‘Luvvie! Darling!’ on meeting].

1992		D. Jarman letter 30 May Smiling in Slow Motion (2000) 133: The luvvies got drunk and stoned.
1999		N. Cohn Yes We have No 165: Parts of the area have become gentrified [...] now harbour journalists and luvvies.
2001		Indep. Rev. 20 Apr. 7: All actors are gushing luvvies.
2012		C. Black ‘Topless Vampire Bitches’ in C. Rhatigan and N. Bird (eds) Pulp Ink 2 [ebook] Fucking luvvies, I thought.

3. as sense 2 but in non-theatrical contexts: cronies.

2009

L. McIlvanney All the Colours 190: He’s already got the luvvies on the case [...] but now he’s going higher.