Contend with luvvies (3)
I believe the answer is:
vie
'contend' is the definition.
(I know that contend can be written as vie)
'with luvvies' is the wordplay.
'with' says the answer is hidden in the clue.
'VIE' is hidden within 'luvvies'.
(Other definitions for vie that I've seen before include "Try to do better than" , "Strive in French way?" , "Jockey" , "Engage in rivalry" , "Contend, compete" .)