Introduction
The luxury fashion landscape is undergoing a seismic shift. Once defined by exclusivity and distance, today’s luxury brands are embracing accessibility, leaning into digital storytelling to resonate with younger, tech-savvy audiences.
From Burberry’s quintessentially British TikTok series to Victoria’s Secret’s surprising comeback and Jacquemus’ viral content, luxury fashion houses are rewriting the rules of what it means to be culturally relevant in the digital age.
Burberry: Celebrating the Art of Tea
Burberry is taking a quintessentially British tradition to the next level with their latest TikTok content series celebrating the art of tea. Featuring an iconic lineup—including Cole Parmer, Olivia Colman, Cara Delevingne, Barry Keoghan, and many more—this series dives into the heart of British heritage in a way that feels both modern and culturally relevant. From playful banter to classic settings, Burberry masterfully blends tradition with contemporary storytelling, showing how a heritage brand can stay at the forefront of luxury fashion and cultural innovation.
How Digital Platforms Have Reshaped Storytelling: TikTok’s rapid pace and preference for short-form, engaging content present a unique challenge for luxury brands, yet Burberry has managed to translate its heritage narrative into quick, culturally resonant snippets. By leaning into TikTok’s playful tone, Burberry captures younger audiences without losing its luxurious essence.
- Takeaway: Burberry successfully uses TikTok to blend high fashion with relatable, culturally resonant narratives. By embracing authentic storytelling and moving away from over-curated content, it keeps its messaging fresh, relatable, and undeniably human.
Jacquemus: A Masterclass in High-Low Content Creation
Jacquemus’ collaboration with Bach Buquen (@bachbuquen) is another great example of digital storytelling done right. For the opening of its New York store, Jacquemus relied on creator-driven content that felt organic and fun, blending high fashion with down-to-earth content. The brand’s playful yet chic vibe translated perfectly into shareable moments, which Bach amplified across his platforms, creating a wave of buzz around the store launch.
Just a few months ago, Bach was an up-and-coming content creator from Paris. Today, he’s captivating 6.1 million followers as a true TikTok sensation. In an era when beauty influencers like James Charles and Patrick Starrr led the scene with full-glam looks, Bach brings something refreshingly unique—embodying a traditionally masculine, straight image while breaking the stigma around men wearing makeup. His secret? A blend of authenticity and confidence that transcends social norms and is clearly making waves. And if teaming up with Jacquemus wasn’t enough, last week he even featured Kate Moss on his TikTok with Charlotte Tilbury.
The Role of Creator Influence on Brand Identity: Jacquemus’ partnership with Bach highlights how today’s creator economy allows creators to help shape brand perception. Creators like Bach bring authenticity and relatability that resonate deeply with followers, often becoming an extension of the brand itself. This symbiosis creates an immersive brand identity that’s crafted as much by the creator’s personality as by the brand’s visual style and messaging.
- Takeaway: Jacquemus leverages creator marketing to craft digital moments that feel authentic, inviting fans into their world while maintaining a sense of luxury. This partnership is proof that today’s creator economy is evolving rapidly, with brands like Jacquemus leading the charge.
Victoria’s Secret: The Comeback
Victoria’s Secret once dominated the fashion conversation, but after a decline in relevance, they’ve made a significant comeback—thanks, in large part, to their strategic use of TikTok. By partnering with creators and leaning into the platform’s trends and behind-the-scenes content, Victoria’s Secret became one of the fastest-growing accounts on TikTok, generating millions of views.
California-born TikTok creator Alex Consani (@captincroook), who recently starred in Charli XCX’s “360” music video, and Brazilian “The Force of Will” actress Valentina Sampaio, stormed the runway to become the first trans models to walk the Victoria’s Secret Runway Show. Olivia Culpo (@oliviaculpo) and creator Tefi Pessoa (@hellotefi) hosted the Pink Carpet Pre-Show, where they spilled celebrity tea. The livestream was available to watch on Prime Video, as well as on YouTube, TikTok, and Instagram.
The Role of Diversity and Inclusivity in Modern Luxury: By including a diverse range of models and creators, Victoria’s Secret is aligning itself with modern cultural values. Alex Consani, as well as Paloma Elsesser and Ashley Graham are examples of how Victoria’s Secret is expanding its audience reach and fostering a more inclusive, relatable identity—critical steps for legacy brands aiming to rebuild their relevance.
Potential Pitfalls of Digital Storytelling: While Victoria’s Secret has seen strong engagement, some critics noted that the production quality felt lacking compared to past years and that the diversity seemed somewhat forced. This highlights the risks luxury brands face when adapting to digital platforms: maintaining high production standards and a cohesive brand image, while authentically celebrating diversity, is crucial for luxury brands seeking cultural relevance without diminishing their exclusivity.
- Takeaway: Victoria’s Secret’s digital transformation shows how legacy brands can reinvent themselves by embracing platforms like TikTok and engaging in culturally relevant conversations.
The Balance Between Exclusivity and Mass Appeal
One of the greatest challenges luxury brands face is maintaining their exclusive allure while reaching broader audiences. The digital world demands accessibility, but for luxury, accessibility doesn’t have to mean dilution. Burberry, Jacquemus, and Victoria Secret have managed to walk this fine line, using storytelling to bridge the gap between exclusivity and mass appeal.
Luxury in the Digital Economy: The Role of Engagement Metrics: Traditionally, luxury brands emphasised exclusivity over broad engagement. However, platforms like TikTok demand strong metrics in views, likes, and shares, prompting brands to adapt their KPIs to balance reach with high-end appeal. Burberry, Jacquemus, and Victoria’s Secret illustrate how luxury brands can effectively engage with larger audiences without compromising their premium status.
Conclusion: The Future of Luxury Storytelling
As digital storytelling continues to evolve, luxury brands are finding new ways to connect with audiences on a deeper level. By using platforms like TikTok and working with creators who bring a sense of authenticity, fashion houses are ensuring that they not only remain relevant but also lead the cultural conversation. However, as these brands expand their reach, they must carefully balance engagement metrics with high production values, inclusive representation, and their longstanding sense of exclusivity.
