Doug Logan

How Influencers Capture the Possibilities of the Modern Luxury Market

Sophisticated & Authentic

Our concept of luxury is evolving, and nowhere is this more evident than on social media. While luxury content continues to look and feel aspirational, it is now also grounded in authenticity. Influencers deserve much of the credit for this shift; they have played an increasingly central role in shaping the discourse on luxury these past few years and continue to drive many of the industry's most exciting trends.

In luxury, as in many industries, the relationships between brands, influencers, and followers represent the ultimate win-win-win scenario: brands can expand their audience and take advantage of influencers' most creative ideas, while influencers get the credibility of working with big names (and, perhaps, upscale products or economic incentives). Meanwhile, followers enjoy access to a wealth of content, plus the opportunity to feel as if they are part of an exclusive and esteemed community.

Building an impactful influence campaign is far from easy, however. In the luxury space, there is always a risk of influencers failing to capture the elite qualities that set top brands apart. Luxury influencer strategies must be highly nuanced, built around shared values and an eagerness to explore the many opportunities that this ever-expanding market holds.

Let’s discover why influencers represent the future of luxury marketing and what it takes to thrive in this growing niche.

Which Platforms Are Best Suited for Luxury Brands?

Name a platform and luxury influencers are almost certainly featured prominently. Some sites, however, are better suited to luxury content niche than others.

A lot depends on the target demographics of a particular platform's core user base. TikTok for example, has not traditionally been the go-to solution, as its audience still largely consists of Gen Z users, who have not necessarily aged into the core luxury demo.

Other platforms may be preferable based on optics alone. Luxury content is highly visual so, ideally, websites will provide ample opportunities to make luxury products seem as glamorous and as aspirational as possible. Digital environments that consistently achieve this include:

  • Instagram. From fashion to travel and everything in between, Instagram is the go-to platform for all things luxury. The appeal is obvious: Instagram's emphasis on curated images makes it easy to show luxury items or experiences in their best light. This is best captured in standard Instagram posts, although Stories can be used to reveal a more authentic, behind-the-scenes glimpse at both the influencer and the brand in question.
  • LinkedIn. As an unexpected rising star in the social media world (and especially in luxury content) LinkedIn has a lot to offer: a professional digital environment that feels inherently more sophisticated than its counterparts. Capturing the whimsical elements of the luxury market may prove challenging at times, but there is no denying that LinkedIn's rapidly growing community of influencers makes an impression. Done right, these nuanced campaigns can capture thoughtful followers who have yet to be drawn in by other platforms.
  • Pinterest. Long underutilized but still a viable option for connecting with select types of followers, Pinterest offers a wonderfully visual experience, making it a natural fit for areas such as luxury decor, travel, and cuisine. As with LinkedIn, this can be a great option for tapping into new audiences and achieving an impressive level of engagement.
  • YouTube. The full appeal of luxury offerings can sometimes be difficult to convey in a single image or video clip. In some situations, it makes more sense to focus on long-form content, which allows luxury influencers to take a deep dive into the trappings of the luxury lifestyle. Day-in-the-life videos, for example, can go into far more detail when featured on YouTube, while other videos may reveal the influencer's expertise on luxury topics related to fashion trends, craftsmanship, or even values-driven topics such as diversity and sustainability.

Influencer Success Stories

Platform selection matters, but ultimately, it's up to the influencer and the brand to work together and create a message that will resonate. How this is accomplished depends heavily on the shared values and goals of the influencer and the luxury brand. When these are closely aligned, brands can trust influencers to create compelling content that they know their followers will love. This creative freedom, in turn, allows for more evocative content, rather than forcing luxury influencers to follow a particular mold.

To demonstrate the surprising versatility that exists within the luxury influencer niche, we've highlighted several established names and rising stars — including both brands and the influencers that represent them. Together, they reveal that there is no formula for success as a luxury influencer. Still, the biggest names have one key commonality: despite displaying extravagance in every social media post, they continually feel authentic and even downright relatable.

Ericas Girly World


Ericas Girly World demonstrates that there is room for lighthearted content in the luxury space — and that it is even possible to capture a loyal luxury-oriented following in a more casual Gen Z environment. While Erica's TikToks highlight designers like Hermes, they always feel relatable in a way that many luxury creators struggle to capture. In her Instagram bio, she reveals her commitment to unpretentious fashion and luxury. She lives out these values to the fullest with every sponsored post.

Leonie Hanne


Perfectly playful, Leonie Hanne has a distinctive sense of style that she shows off on Instagram and through her blog, Ohh Couture. As her Storm Management bio explains, she uses the street as her runway, showcasing the latest luxury designs and delighting the paparazzi with her dramatic red carpet looks. She has partnered with some of the biggest names in luxury fashion, including Tory Burch and BVLGARI.

Moore His Style


Joel Moore-Hagan is all about blurring lines and connecting communities. This has often meant exploring opportunities to blend concepts from menswear and womenswear while promoting luxury brands such as Fendi. He has also collaborated with several important names in the world of spirits. More recently, he has focused on a sunglasses partnership involving APERÇU Eyewear. His shift towards TikTok reveals that there is absolutely a place for luxury creators beyond Instagram.

Lydia Millen


Evoking English countryside vibes (inspired by her current lifestyle), Lydia Millen has long been a luxury content powerhouse. As she explains on her about page, she is inspired by the evergreen beauty of nature and the joy [she] find[s] in seasonal living. She has worked with the likes of Dior and Farfetch, and, while her current aesthetic feels polished and posh, her earlier content and collaborations prove that she is capable of transformation.

Harrods


Boasting an impressive and highly diverse cast for a campaign known as My Beauty, luxury department store Harrods reveals how expanding this market's reach can pay dividends. Each star from this campaign reveals the personal nature of beauty and how Harrods' H beauty allows them to express their true selves. One of the most impactful stories from this campaign involves the lovely Zainab, who explains, My beauty is my art.

Best Practices for Working With Luxury Influencers

As the examples highlighted above reveal, there is no one way to find or work with luxury influencers. Genuine connection should always be at the center of any campaign, but how this is achieved will vary. In general, this should be driven through creative collaboration, taking both the needs of the influencer and the brand into account.

Interested in working with luxury influencers but not sure where to start? Follow these best practices to ensure that these influencers are selected with care — and that they feel empowered to develop memorable content to get target customers talking.

Vet Influencers Carefully


While strong vetting is essential in any sector, it becomes especially essential when working with luxury influencers. Authenticity and credibility are essential and, while these can be difficult to gauge, researching influencer disclosures or testimonials can help. At minimum, influencers' values and general aesthetic need to align with the brands they represent. Niche matters, especially when striving to cultivate connections with a very limited and targeted audience. Beyond this, influencers should have a clear history of sparking engagement with their followers.

Opt for Micro-Influencers


Mass appeal can be difficult to cultivate and maintain on social media, where influencers increasingly target their messages to very specific types of followers. Major influencers still exist within the luxury space, but they may need to water down their messaging to appeal to a broader audience. Therein lies the appeal of micro-influencers, who can focus on seemingly narrow topics and, in doing so, spark surprising levels of enthusiasm from their highly loyal audiences.

Avoid Stifling Influencers' Creativity


When working with influencers, brands need to navigate a difficult divide: the desire for consistent messaging and the need for influencers to connect authentically with their followers. These essentials can be at odds, especially when luxury influencers are involved. These influencers are in tune with the trends and eager to incorporate them into their content while also adding a dose of experimentalism. They can benefit from guidance but should also feel empowered to do what they do best: connect with their audience.

Elevate Your Marketing With Luxury Influencers

Social media influencers have a lot to offer in the luxury space. Their aspirational, yet relatable content reveals that a luxury lifestyle can feel both elevated and attainable. This is an excellent opportunity to keep up with social media trends while expanding brand reach and achieving previously unheard-of engagement and loyalty.

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