In December 2020, Moncler revolutionized influencer marketing in luxury goods with the #MonclerBubbleUp challenge on TikTok. The campaign invited users to wrap in bubble wrap and transition into Moncler jackets, creating a fun, interactive moment that went viral. By teaming up with TikTok stars like Charli D’Amelio and Bella Poarch, Moncler reached over 7 billion views, blending creativity, authenticity, and engagement.
@moncler @charlidamelio joins #MONCLERBUBBLEUP ♬ Bubble (feat Ty Dolla $ign) - 24hrs
What set this campaign apart wasn’t just the luxury factor—it was Moncler’s ability to mix influencer marketing, user-generated content, and TikTok’s viral potential. They made luxury feel accessible while staying culturally relevant, connecting with Gen Z in an authentic way.
For luxury brands, the lesson is clear: influencer marketing today isn’t just about showing off products; it’s about crafting engaging, community-driven experiences that resonate with younger audiences.
- 6 Influencer Marketing Strategies for Luxury Goods
- 1. Partner with High-Caliber Influencers to Elevate Brand Prestige
- 2. Utilizing Micro-Influencers to Build Authentic Connections
- 3. Leveraging Influencers to Launch Exclusive Collections
- 4. Partnering with Virtual Influencers to Create Immersive Brand Experiences
- 5. Implementing Influencer-Led Limited Edition Product Collaborations
- 6. Leveraging Influencer-Curated Lifestyle Content for Brand Positioning
- Wrapping It Up: The Future of Influencer Marketing for Luxury Brands
- Frequently Asked Questions
6 Influencer Marketing Strategies for Luxury Goods
In the world of luxury marketing, influencer collaborations are no longer just a trend—they’re a powerful tool for driving brand prestige, increasing visibility, and building authentic connections. But for luxury brands, it’s not about partnering with just any influencer; it’s about finding the right match that aligns with your exclusive image, elevates your storytelling, and resonates with your target audience.
Here are 6 strategic influencer marketing approaches that can help luxury brands stand out and create a lasting impact in today’s competitive market.
1. Partner with High-Caliber Influencers to Elevate Brand Prestige
When it comes to luxury goods, it’s all about maintaining that aura of exclusivity and sophistication. One powerful way to do that is by partnering with high-caliber influencers whose values and image align with your brand’s own. Think fashion icons, global celebrities, or athletes with a strong following—those who naturally exude the same refined vibe that your luxury brand embodies.
The key isn’t just about follower count; it’s about choosing influencers who reflect exclusivity and elegance, and who will present your products in a way that resonates with affluent audiences.
In 2023, Christian Dior teamed up with tennis champion Emma Raducanu to promote its Lady 95.22 bag. Raducanu’s sophisticated persona perfectly matched Dior’s chic, high-end image. Through editorial-style Instagram posts, Raducanu generated over 1.1 million engagements and 40 million impressions, using her global appeal to connect with a younger, aspirational audience.
The campaign elevated Dior’s prestige while reinforcing its status as a luxury brand that aligns with contemporary icons.
Pro Tip:
When selecting high-profile influencers, look for those whose personal brand complements your own. Don’t just go for the biggest names—focus on those who enhance your brand’s narrative of luxury, sophistication, and exclusivity.
2. Utilizing Micro-Influencers to Build Authentic Connections
While mega-influencers may grab the headlines, micro-influencers—those with smaller but highly engaged followings—are key for building authentic connections with niche luxury audiences. These influencers often have more relatable, trustworthy voices, allowing them to create emotional narratives around your brand. By engaging micro-influencers, you foster genuine storytelling and trust, which is especially valuable for luxury brands aiming to appear both exclusive and approachable.
Take Mejuri’s micro-influencer strategy as an example. In 2023, Mejuri collaborated with micro-influencers (10K-100K followers) to promote their minimalist jewelry through unboxings and personal testimonials. This intimate, authentic approach resonated deeply with their niche, affluent audience, driving both high engagement and brand loyalty.
Mejuri demonstrated that smaller influencers can pack a powerful punch, generating meaningful connections that go far beyond likes and shares.
@isadorableqc @Mejuri I am obsessed❤️ #mejuri #jewelry #unboxing #fyp #jewelrycollection ♬ Yacht Club - MusicBox
Pro Tip:
Don’t underestimate the power of micro-influencers. Their audiences may be smaller, but they are often more loyal and engaged—perfect for building trust and authentic connections with your target demographic.
3. Leveraging Influencers to Launch Exclusive Collections
In the world of luxury fashion, a successful launch isn’t just about the product—it’s about how it’s revealed. Louis Vuitton's collaboration with Pharrell Williams for the Men’s Fall-Winter 2025 Collection provides a perfect example of how to make a collection feel exclusive right from the launch.
Pharrell, appointed as Louis Vuitton’s Men’s Creative Director, didn’t just announce the collection—he led its debut through a carefully orchestrated influencer-driven campaign on TikTok and Instagram. By offering followers exclusive glimpses of the collection before the official reveal, Pharrell generated buzz and anticipation, turning a product launch into a cultural moment.
The collection itself was a blend of Pharrell’s streetwear vision and Nigo’s archival influences, a combination that speaks to both history and the future. To amplify the exclusivity, Louis Vuitton displayed the collection in spherical vitrines at the Cour Carrée du Louvre, turning the launch into an art installation that invited a conversation between past and future.
Pharrell’s role as the face of the launch—and his behind-the-scenes content—created a sense of scarcity and desire, ensuring that the collection didn’t just hit the market but entered with a bang. The result? Millions of views, a massive build-up, and a product that felt as exclusive as it was groundbreaking.
@louisvuitton #LVMenFW25 #PharrellWilliams #Nigo #LouisVuitton #TiktokFashion ♬ son original - Louis Vuitton
Pro Tip:
To create buzz for your next product launch, partner with influencers to offer exclusive behind-the-scenes content or early access. This not only builds anticipation but also positions your brand as a must-have before the public even gets a chance to see it.
4. Partnering with Virtual Influencers to Create Immersive Brand Experiences
In today’s digital-first world, immersive experiences are essential for engaging younger, tech-savvy audiences. AI influencers, like virtual personalities such as Lil Miquela, are leading the way in creating these futuristic, interactive experiences. These digital personas offer a polished, aspirational appeal that traditional influencers can’t replicate, using AR, VR, and interactive content to create exclusive campaigns that resonate deeply with followers.
Prada’s collaboration with Lil Miquela is a perfect example of this strategy. Miquela, an entirely computer-generated influencer, “attended” Prada’s show in Milan by sharing AR-enhanced Instagram Stories. Through 3D-generated gifs, she showcased Prada’s SS18 collection while offering followers a virtual tour of the show venue, even controlling a drone to provide an exclusive behind-the-scenes look.
What makes this campaign so compelling is the way it challenges our perception of reality. Miquela, despite being entirely virtual, holds the same cultural influence as a human influencer. This perfectly aligns with the postmodern idea that social media has transformed reality into a curated illusion—something Prada embraced to engage digital-native Gen Z audiences.
By collaborating with Lil Miquela, Prada wasn’t just showing off fashion; it was creating a digital experience that redefined luxury and exclusivity in the age of AI. The result was a highly successful, engaging campaign that showcased how virtual influencers can elevate a brand’s presence in the modern digital landscape.
Pro Tip:
Consider leveraging AR/VR technology to offer immersive brand experiences. Engaging AI influencers can help position your brand as innovative and ahead of the curve.
5. Implementing Influencer-Led Limited Edition Product Collaborations
Limited-edition product collaborations with influencers are a powerful way to build anticipation, drive exclusivity, and boost sales. When influencers co-create products that align with their personal brand and reflect your brand’s ethos, they spark a sense of scarcity that increases both demand and loyalty. These collaborations not only provide something unique for fans but also tap into the influencer's own following, amplifying the reach of the campaign.
A prime example is the 2023 Versace x Dua Lipa “La Vacanza” collection. The collaboration between Versace and pop sensation Dua Lipa wasn’t just about a celebrity endorsement—it was a co-created collection that blended Lipa’s distinct Y2K fashion sense with Versace’s luxury heritage. The collection, which spanned from tailored evening gowns to playful beachwear, reflected their shared vision of modern elegance, but with a nod to nostalgia. Inspired by Versace’s iconic 1995 Spring/Summer collection, the pieces incorporated butterfly motifs and bold, high-octane prints that captured both the past and future.
Behind-the-scenes content and a curated narrative of their creative process fueled anticipation. The campaign showcased not only the designs but also the personal connection between Lipa and Versace, emphasizing the collaboration’s authenticity.
The collection sold out almost immediately, proving the effectiveness of influencer-led limited editions. This partnership seamlessly blended high fashion with a pop culture icon, generating immense digital engagement while delivering a product that felt exclusive, aspirational, and highly coveted.
Pro Tip:
Leverage the power of scarcity. Collaborating with influencers on limited-edition products creates urgency and excitement, driving both engagement and sales.
6. Leveraging Influencer-Curated Lifestyle Content for Brand Positioning
Influencers have the unique ability to position your brand by seamlessly incorporating it into their everyday lives. Through lifestyle content, they demonstrate how your products elevate the ordinary, making luxury feel both attainable and relatable. Whether it’s a designer handbag, a timepiece, or a fragrance, this strategy helps build consistent brand recognition and fosters deeper connections with the audience.
Chanel’s long-standing partnership with Lily-Rose Depp is a prime example of this approach. Depp, who has been associated with Chanel since 2016, consistently integrates the brand into her lifestyle content, blending the elegance of the house with her personal, laid-back yet refined style. In 2023, Depp continued to showcase Chanel products in everyday settings, from casual streetwear paired with iconic Chanel accessories to attending fashion events in head-to-toe Chanel.
This ongoing partnership has helped cement Chanel’s position as a luxury brand that isn’t just for the runway or red carpet but is also part of a sophisticated, modern lifestyle. By sharing snippets of her personal life, Depp not only showcases Chanel’s timeless elegance but also makes it relatable to younger audiences, positioning the brand as both aspirational and attainable.
Her posts, often featuring Chanel’s fragrances, bags, and accessories, emphasize the brand's versatility, making it feel like a part of daily luxury living. This type of influencer-curated content strengthens the brand’s image as sophisticated, aspirational, and effortlessly chic, all while resonating with the lifestyle of a new, younger generation of luxury consumers.
Pro Tip:
Encourage influencers to incorporate your products into their daily routines for more authentic, long-term engagement. Lifestyle content helps solidify your brand as part of an aspirational yet attainable lifestyle.
Wrapping It Up: The Future of Influencer Marketing for Luxury Brands
As the digital landscape continues to evolve, luxury brands must stay ahead of the curve to remain relevant and engaging. Influencer marketing is no longer just about product promotion; it’s about creating experiences that resonate with audiences, particularly the younger, more tech-savvy generations.
Whether through exclusive collaborations, immersive virtual experiences, or authentic storytelling, influencer partnerships provide an unparalleled opportunity for luxury brands to enhance their prestige and connect with consumers on a deeper level. By embracing these strategies, your brand can not only stay current but also shape the future of luxury marketing.
Frequently Asked Questions
Do luxury brands work with influencers?
Yes, luxury brands are increasingly working with influencers as part of their marketing strategies. By partnering with influential personalities, they are able to reach a broader audience while maintaining their exclusive image. This shift reflects the growing importance of digital platforms in luxury marketing.
What is the best influencer marketing strategy for luxury brands?
The best strategy for luxury brands combines exclusivity with authenticity. Here are a few key tactics:
- Partner with high-profile influencers who align with your brand’s image to elevate prestige.
- Leverage micro-influencers for more personal and authentic storytelling that resonates with niche luxury audiences.
- Utilize influencer-led exclusive product launches to create a sense of scarcity and drive demand.
- Integrate storytelling around craftsmanship and brand heritage to add emotional value to the product.
How do luxury brands select influencers to maintain exclusivity?
Luxury brands are selective when choosing influencers to ensure they maintain an air of exclusivity. Here’s how they typically do it:
| Criteria | Description |
|---|---|
| Reputation | Influencers should have a prestigious image that aligns with the brand's values. |
| Engagement Rate | Higher engagement with a loyal following is more valuable than a large follower count. |
| Cultural Relevance | Influencers must resonate with the target audience, typically an affluent, aspirational group. |
| Content Quality | High-quality, sophisticated content that enhances the brand’s narrative is key. |
Can micro-influencers impact luxury brand perception?
While luxury brands have traditionally favored A-list celebrities, micro-influencers can also be powerful in shaping brand perception. Here's why:
- Authenticity: Micro-influencers often have more personal connections with their audiences, creating a sense of trust.
- Niche Audiences: Their followers are often highly engaged, making them ideal for targeting a specific luxury demographic.
- More Relatable: They offer a more relatable, aspirational approach to luxury, without the unattainability that can come with super-celebrities.
What role do storytelling and brand heritage play in luxury influencer marketing?
Storytelling and brand heritage are essential for luxury influencer marketing because they provide depth to the brand’s identity and make products more meaningful.
By leveraging influencers who can share the brand's history, craftsmanship, or values, luxury brands can connect emotionally with consumers. For example, a luxury watch brand might work with influencers to tell the story of the watch’s precise craftsmanship and how it reflects timeless elegance. This makes the product more desirable and reinforces its exclusivity.
How can luxury brands create exclusive experiences with influencers?
Creating exclusive experiences with influencers is a smart way to build buzz and elevate a brand’s status. Luxury brands can host invitation-only events, product showcases, or one-on-one influencer experiences that are visually stunning and tailored to their elite audiences.
| Experience Type | Description |
|---|---|
| Private Product Launches | Provide influencers with early access to limited-edition items or exclusive collections. |
| Exclusive Events | Host VIP events or private showcases in luxury settings, creating a sense of rarity. |
| Behind-the-Scenes Access | Give influencers a peek into the creation process, showcasing the brand’s craftsmanship and attention to detail. |
| Personalized Experiences | Custom-tailor experiences based on influencer preferences, making them feel special and valued. |
Is influencer gifting effective for luxury goods brands?
Influencer gifting can be effective for luxury brands if done strategically. By offering influencers exclusive, high-end products to share with their followers, brands can generate organic buzz. However, the success of gifting depends on selecting the right influencers and ensuring the product aligns with their personal brand and lifestyle.
Why are luxury brands shifting towards more personalized influencer strategies?
Luxury brands are shifting toward more personalized influencer strategies to create stronger emotional connections with their audiences. By collaborating with influencers who genuinely resonate with their brand values and offering tailored content, luxury brands are able to craft more authentic, relevant experiences that appeal to modern consumers.
What types of influencers are best suited for luxury brands?
Luxury brands typically partner with influencers who have a sophisticated image and a relevant audience. The best influencers for luxury goods usually have a high level of cultural influence and engage with affluent followers. These can include:
- Celebrities and Icons who can lend prestige and broad appeal.
- Fashion and Lifestyle Influencers who focus on high-end fashion and luxury lifestyle content.
- Micro-Influencers who maintain deep engagement and authenticity with niche luxury audiences.
How can influencer marketing build brand loyalty for luxury goods?
Influencer marketing helps build brand loyalty for luxury goods by creating consistent, personalized interactions with consumers. By partnering with influencers who align with the brand’s values, luxury brands can deepen their emotional connection with their audience, leading to greater trust and long-term loyalty. Engaged influencers can also encourage repeat purchases and brand advocacy within their communities.
