In the cutthroat world of luxury fashion, where trends come and go faster than a flash sale, Calvin Klein’s relaunch of its iconic Collection line feels like the kind of plot twist we all secretly crave. Under the creative vision of Veronica Leoni, this revival leans into the growing wave of "quiet luxury"—a polished fusion of timeless New York minimalism with Italy's finest craftsmanship.
Tailored blazers, elegant slip dresses, and an unmistakable nod to heritage, all reimagined for the modern world.
But what really sets this campaign apart isn’t just the timeless pieces—it’s the flawless integration of influencer marketing. With the likes of Kendall Jenner at the forefront, Calvin Klein demonstrates how celebrity power and digital presence can strategically reignite a brand's legacy. It's a masterclass in modern marketing, where the right influencers amplify not just visibility, but authenticity.
In this article, we’ll dive into some of the top luxury goods influencer marketing campaigns that, like Calvin Klein’s, are reshaping the way we think about digital influence and luxury branding in 2025. Ready to see which campaigns are setting the bar? Let’s break them down.
- How Luxury Brands Mastered Influencer Marketing: Top Campaigns That Made an Impact
- 1. Prada’s Thai Star Power: Metawin Opas-Iamkajorn Steals the Spotlight
- 2. Beyoncé, Lopez, and a Whole Lot of Glamour: House of CB’s Influencer Marketing Hits All the Right Notes
- 3. Agent Provocateur's Provocative Moves: Bold Campaigns, Big Impact
- 4. Marc Jacobs and Nara Smith: A Recipe for Success (and a Dash of Drama)
- 5. Balenciaga's Tape Bangle: Luxury or Ludicrous? You Decide.
- 6. Charlotte Tilbury x F1: Beauty Meets the Racetrack in a High-Speed Collaboration
- Luxury, Influence, and the Future of Branding
- Frequently Asked Questions
How Luxury Brands Mastered Influencer Marketing: Top Campaigns That Made an Impact
From A-list collaborations to viral TikTok moments, luxury brands are increasingly turning to influencer marketing to amplify their reach and connect with new audiences. In this section, we’ll explore six standout campaigns that blend star power, bold creativity, and smart strategy to push the boundaries of luxury branding.
Let’s dive into the magic behind these campaigns that have not only generated massive engagement but also redefined how the luxury market approaches influencer partnerships.
1. Prada’s Thai Star Power: Metawin Opas-Iamkajorn Steals the Spotlight
Prada’s collaboration with Thai actor Metawin Opas-Iamkajorn isn’t just a textbook example of influencer marketing — it’s a masterclass in leveraging star power for luxury branding. With Metawin’s undeniable appeal (hello, 14.2 million Instagram followers!), Prada turned heads both on and off the runway, creating an influencer-driven campaign that smashed engagement records.
The strategic brilliance here lies in the fusion of Metawin’s existing fame with his position as Prada's first Thai global ambassador. He didn't just wear the clothes — he became the campaign. His monochromatic outfit at Prada’s Fall/Winter 2023 Men's Show in Milan was a masterstroke, racking up $3.8 million in media impact value (MIV).
And that’s just one post. The buzz didn’t stop there. Metawin's Instagram stories and event appearances, like the Prada boutique opening in Singapore, turned into viral moments across social media. Videos of him at these high-profile events spread like wildfire, particularly on X (formerly Twitter), solidifying him as the campaign’s centerpiece.
But Metawin wasn’t alone in driving the campaign’s success. The #winmetawin hashtag, fueled by both micro-influencers and fans, generated over 55 million engagements in just six months. Talk about grassroots power! This level of community-driven amplification doesn’t just boost engagement; it builds brand loyalty in a way that traditional ads could never replicate.
What really set this campaign apart, though, was its seamless blend of luxury with relatability. While Metawin’s status as a rising global icon made him aspirational, his relatable persona and Thai representation in international fashion resonated deeply with fans across the Asia-Pacific. It wasn’t just a campaign; it was a movement.
In the end, Prada’s partnership with Metawin delivered a jaw-dropping earned media value (EMV) of $9.8 million in 2022, and his single post from Milan earned a cool $1.3 million in MIV.
Key Takeaway:
Prada's partnership with Metawin Opas-Iamkajorn highlights the power of combining celebrity influence with grassroots engagement, creating a campaign that not only generated impressive media value but also fostered deep brand loyalty through relatable representation and widespread fan participation.
2. Beyoncé, Lopez, and a Whole Lot of Glamour: House of CB’s Influencer Marketing Hits All the Right Notes
If Metawin’s campaign was all about making luxury accessible through relatable star power, then House of CB takes a different but equally effective route. Here, it’s about bringing a level of glamour that matches the brand’s luxurious aesthetic—and they’re doing it with finesse.
When House of CB taps into influencer marketing, they’re not just playing the game—they’re setting the rules. Collaborating with A-list celebrities like Beyoncé, Jennifer Lopez, and the Kardashians, the brand has elevated its visibility to star-studded heights. But it's not all about the big names—House of CB cleverly balances macro and micro-influencers to craft a marketing strategy that feels both luxurious and community-driven.
On Instagram, where House of CB boasts 4.5 million followers, the brand’s influencers create visually stunning content that mirrors its curated aesthetic. Think: red carpet moments, chic photoshoots, and those behind-the-scenes peeks we all secretly crave. This strategy not only drives brand aspiration but also fosters a sense of intimacy with followers. It’s like being invited to a party that you know will have a velvet rope at the door, but still feeling part of the in-crowd.
The true magic of the campaign lies in how House of CB makes its influencers feel like a natural extension of the brand’s luxurious vibe. Micro-influencers, sent products directly from the brand, provide authentic, low-key endorsements that resonate with their tight-knit communities. This influencer seeding tactic helps build brand loyalty without ever feeling forced or transactional. No one’s yelling “buy this now,” but the desire to own a piece of that glitzy world quietly builds.
@livingbylaurel my first @houseofcb dress🥰 #prom #prominspo #houseofcb #outfitinspo #fypシ ♬ original sound - ꜰɪɪʀᴍᴇᴏʟᴅɪᴇꜱᥫ᭡
While Instagram remains the shining star, House of CB isn’t ignoring other platforms. TikTok videos with views between 10K and 150K show the brand is making a calculated push in the short-form video space. Sure, they might not be taking over YouTube or Facebook anytime soon, but with consistent follower growth on Instagram (266K in just one year), it’s clear they’re playing the long game with finesse.
Key Takeaway:
House of CB's influencer marketing strategy seamlessly blends A-list celebrity glamour with authentic, community-driven content from micro-influencers, creating a luxury brand experience that feels both aspirational and relatable while fostering long-term brand loyalty.
3. Agent Provocateur's Provocative Moves: Bold Campaigns, Big Impact
While House of CB masters the art of luxury with grace, Agent Provocateur turns the heat up—boldly pushing boundaries to make a statement. The luxury lingerie brand isn’t afraid to take risks, and that daring approach has paid off with some high-profile collaborations featuring the likes of Paris Hilton, Abbey Clancy, and Liberty Ross. Their strategy revolves around blending empowerment with sensuality, creating campaigns that spark both engagement and debate.
Take the "Play to Win" campaign, which paired powerful female athletes like Alysha Newman and Queen Harrison-Claye with sultry lingerie. While the campaign celebrated strength and confidence, it also triggered a storm of controversy.
Some critics argued the campaign reduced female athletes to their sexualized image rather than showcasing their athletic achievements. It’s a delicate balance, and Agent Provocateur seemed to walk the fine line between empowerment and objectification—sometimes stumbling, but always making noise.
That said, their video ads and interactive initiatives—like the "Ménage à Trois" WhatsApp campaign—kept fans engaged and returning for more. The brand isn’t just pushing products; they’re crafting personalized, immersive experiences that feel almost as intimate as the lingerie itself. And it’s working. In January 2025, the brand saw a 7.72% spike in website traffic, a testament to how their campaigns are driving real interest.
Sure, some campaigns have faced backlash (hello, “Naughty or Nice” WhatsApp fiasco), but this only proves the point: when you’re Agent Provocateur, you’re not afraid to stir the pot. It’s this fearless approach to influencer marketing—combined with a mix of high-glam macro-influencers and relatable micro-influencers—that keeps the brand buzzing on social media. If controversy is a brand’s best friend, Agent Provocateur is practically living in a BFF sitcom.
Key Takeaways:
Agent Provocateur's bold, boundary-pushing influencer marketing strategy thrives on controversy and immersive campaigns, blending high-profile collaborations with relatable influencers to spark engagement and drive brand buzz, proving that taking risks can create lasting impact.
4. Marc Jacobs and Nara Smith: A Recipe for Success (and a Dash of Drama)
From the bold provocations of Agent Provocateur, we now pivot to a different kind of influence—one that combines humor, quirk, and a sprinkle of controversy. Marc Jacobs and TikTok star Nara Smith teamed up for a campaign that was equal parts quirky, viral, and—well, controversial. With 8.7 million followers, Smith brought her distinctive "tradwife" aesthetic to the table—literally.
In a 42-second TikTok video, she baked a Marc Jacobs tote bag from scratch (using flour, eggs, and red food dye, naturally). This delightfully absurd content ticked all the boxes for TikTok’s humor-hungry Gen Z audience, blending meme culture with luxury fashion.
The campaign took off like a soufflé in an oven. In just 48 hours, the video racked up 13.7 million views and garnered $966,000 in media impact value. The humor, relatability, and impeccable timing with TikTok trends created the perfect storm for viral success. The creative execution was so on-point that viewers couldn’t help but applaud, with comments like “Marketing team deserves a raise” flooding in. Marc Jacobs had successfully tapped into the zeitgeist, speaking Gen Z’s language of fun and absurdity.
But then, the plot thickened. Enter the controversy: Mary Korlin-Downs, another creator, accused Nara Smith of copying her own Marc Jacobs collaboration, where she had previously baked a cherry that morphed into a tote bag. The internet, never shy of drama, quickly pounced on the alleged plagiarism, and critics began questioning Marc Jacobs' role in failing to credit the original concept.
This backlash sparked a debate about intellectual property rights and transparency in influencer marketing. While the campaign’s success on TikTok was undeniable, the ethics of creative ownership came into sharper focus. For PR professionals, this serves as a cautionary tale: always define creative ownership in influencer agreements, acknowledge original creators, and, if necessary, have a crisis management plan ready.
Because when it comes to viral content, things can go from yum to yikes in the blink of a TikTok.
Key Takeaway:
Marc Jacobs' collaboration with TikTok star Nara Smith capitalized on humor and viral trends to engage Gen Z, but the controversy over creative ownership highlights the importance of clear agreements and crisis management in influencer marketing to protect brand reputation.
5. Balenciaga's Tape Bangle: Luxury or Ludicrous? You Decide.
Where Marc Jacobs and Nara Smith sparked laughs and debates, Balenciaga stirs up an entirely different kind of conversation—one that touches on the very nature of luxury and consumerism.
Balenciaga’s $3,300 tape-inspired bracelet isn’t just a product—it’s a conversation starter, a viral sensation, and, depending on who you ask, a genius marketing move or a social experiment gone rogue. When the brand’s unconventional design hit social media, it did more than just sit pretty on influencer wrists; it sparked a full-blown cultural debate.
And who better to get the conversation rolling than the TikTok account of High Snobiety? Their video showcasing the bracelet quickly amassed nearly 8 million views, making it clear that the item wasn’t just luxury—it was meme-worthy luxury.
@highsnobiety Would you wear this? 🤨 #balenciaga ♬ Imperfect Island - DJ BAI
With its tape-inspired design, Balenciaga invited mockery as much as admiration, proving that in today’s market, the boundaries between high fashion and satire are becoming increasingly blurred.
While some mocked the design as a ridiculous overstatement of the brand’s “avant-garde” approach, others defended it as the ultimate expression of “fashion is art.” Either way, Balenciaga got what it wanted: tons of engagement and buzz that only a few high-fashion houses can dream of.
What this campaign ultimately demonstrates is the power of influencer marketing to turn controversy into cash. Whether you love it or hate it, the campaign got people talking—and that’s precisely the point.
Key Takeaway:
Balenciaga's tape-inspired bracelet exemplifies how controversial and unconventional designs can fuel viral conversations and boost brand engagement, proving that influencer marketing can turn polarizing products into buzzworthy success.
6. Charlotte Tilbury x F1: Beauty Meets the Racetrack in a High-Speed Collaboration
Just when you thought the world of luxury marketing couldn’t get any faster, Charlotte Tilbury strapped itself in and zoomed to the racetrack. Partnering with Formula 1, the brand introduced a collaboration that combines high-speed glamour with cutting-edge cosmetics. It’s a match that seems unlikely at first—beauty meets motorsport—but that's exactly what makes this campaign so brilliant.
With the backing of an internationally adored figure like Charlotte Tilbury and the electrifying energy of F1, this partnership quickly caught fire. The campaign’s centerpiece? A stunning, limited-edition collection inspired by the speed and thrill of F1 racing. Think vibrant, bold shades and packaging that’s as sleek as a Formula 1 car. But Charlotte Tilbury didn’t just bring the beauty; she brought the drama, partnering with F1 drivers and influencers alike to promote the collection through high-octane content that left fans breathless.
@charlottetilbury CHOOSE YOUR CHARACTER! Charlotte Tilbury x F1 Academy edition 🏎️✨ #CharlotteTilbury #MakeupYourDestiny #F1Academy #AbuDhabiGP ♬ original sound - Zsofi⸆⸉ (Aubrey’s Wife)
The results were nothing short of spectacular. The campaign didn’t just rely on Instagram influencers but took advantage of F1’s massive global reach, featuring content across social media platforms and incorporating the sport’s high-stakes excitement into the messaging. Influencers shared behind-the-scenes glimpses of their makeup prep for the big race, combining beauty with adrenaline in a way that kept audiences hooked.
@its_laurensarah I have so much to show you from this weekend 🧡🥹 #f1 #charlottetilbury ♬ billie eilish CHIHIRO gravagerz remix - grava
Charlotte Tilbury’s own Instagram exploded with excitement as she released sneak peeks and makeup tutorials, while F1 fans eagerly tuned in to catch a glimpse of their favorite racers doing what they do best—and looking good while doing it. The collaboration was more than just a product release; it was an experience that perfectly blended the world of luxury beauty with the thrill of motorsports.
And while the beauty industry has dabbled in sports collaborations before, this one took it to the next level, showing how cross-industry partnerships can create a buzz worthy of both the racetrack and the beauty counter.
Key Takeaway:
Charlotte Tilbury's collaboration with Formula 1 masterfully merges the worlds of beauty and motorsport, creating an exhilarating campaign that combines high-energy content with luxury products, driving global engagement and demonstrating the power of cross-industry partnerships.
Luxury, Influence, and the Future of Branding
The world of luxury goods influencer marketing is evolving faster than ever, and these campaigns are a testament to the power of creative collaboration. From viral TikTok challenges to iconic celebrity partnerships, luxury brands are finding new ways to blend exclusivity with accessibility, engaging audiences in ways we’ve never seen before.
As we look ahead, one thing is clear: the lines between high fashion and influencer culture will only continue to blur, and those brands who can strike the perfect balance will lead the charge into the next era of luxury marketing.
Frequently Asked Questions
Why should luxury brands use influencer marketing?
Luxury brands are embracing influencer marketing to maintain their exclusivity while reaching broader, engaged audiences. As traditional marketing methods lose their appeal, influencer collaborations offer a way to connect with niche, affluent consumers and build authentic brand relationships.
What are the key elements to consider when selecting influencers for luxury campaigns?
When choosing influencers for a luxury marketing campaign, it’s essential to focus on:
- Brand alignment: The influencer’s image and voice should match the brand's luxury identity.
- Audience engagement: Choose influencers who have a dedicated, engaged following rather than just a large number of followers.
- Authenticity: Influencers with a unique, genuine voice are more likely to resonate with high-end consumers.
- Reputation: Look for influencers who are already trusted in the luxury space, ensuring they represent your brand with the right tone and professionalism.
What are the benefits of using micro-influencers for luxury campaigns?
Micro-influencers offer a more targeted and intimate connection with their audiences, which aligns well with luxury branding. They can create content that feels personal, genuine, and tailored to a specific audience, leading to higher engagement rates and a stronger connection with potential customers.
What metrics should luxury brands track during influencer campaigns?
It’s crucial to measure the following metrics to evaluate the success of a luxury influencer campaign:
| Metric | Why It's Important |
|---|---|
| Engagement Rate | Indicates the level of connection between the influencer and their followers. |
| Brand Sentiment | Measures how the audience feels about the brand post-campaign. |
| Conversion Rate | Tracks how many followers make purchases or take desired actions after the campaign. |
| ROI | Assesses the overall return on investment from influencer partnerships. |
How do luxury brands maintain their exclusivity in influencer marketing?
To maintain exclusivity, luxury brands must be selective with their influencer partnerships. The key is ensuring that the influencer's content and image align with the brand’s core values of prestige and sophistication. Brands should also limit the number of influencers they work with to ensure their products remain rare and desirable.
What are some examples of successful luxury influencer marketing campaigns?
Some standout campaigns include:
| Brand | Influencer(s) | Key Campaign Highlight |
|---|---|---|
| Balenciaga | Kim Kardashian | High-profile collaboration blending luxury with pop culture. |
| Rolex | Various Celebrities | Celebrity endorsements to emphasize timeless luxury. |
| Gucci | Harry Styles, Billie Eilish | Diverse celebrity partnerships to reflect modern luxury. |
These campaigns have shown how luxury brands use influencers to both broaden their reach and deepen brand loyalty while maintaining their exclusivity.
