The Best Luxury Marketing Campaigns of 2024
Every year, luxury brands set the bar for outstanding marketing — and 2024 has been no exception. The last 12 months were filled with cutting-edge luxury marketing campaigns that blended innovation, heritage, sustainability, and immersive experiences. Now more than ever, luxury brands are finding ways to connect with leveraging trends like AI-powered content, sustainability-driven design, buy-now-pay-later, sporting sponsorships, and experiential pop-ups.
From Chanel’s viral Formula 1 T-shirts to the never-ending stream of celebrity endorsements for SKIMS, luxury brands have been all over our timelines this year — and for good reason. They’re pushing the envelope on how they reach audiences in a competitive and innovative market.
Below, we explore five standout luxury marketing campaigns from 2024. Together, they reveal how top brands leverage technology and user engagement to redefine luxury marketing, setting new standards for the industry.
And if you keep scrolling, you’ll revisit some iconic campaigns from 2023 that continue to inspire. How far do you think luxury brands have come in just a year? Let’s find out.
5 of the Best Luxury Marketing Campaigns of 2024
ETRO LAUNCHES FIRST AI-GENERATED ADVERTISING
With the launch of ChatGPT 4, Google’s AI Overview, and Apple Intelligence all in the space of a year, it’s fair to say that artificial intelligence has been a hugely defining factor of 2024. AI has revolutionized every industry — with luxury being no exception.
Etro led the way with a pioneering, fully AI-generated advertising campaign. The brand’s creative director Marco De Vincenzo collaborated with AI-fluent digital artist Silvia Badalotti to produce a series of AI images showcasing their SS24 collection in a range of fantasy scenarios. The models were also AI-generated, evoking a familiar, yet alien sense of humanity.
This initiative positioned Etro as a tech-forward luxury house, appealing to digitally-savvy audiences eager for innovation in the luxury space.
LOUIS VUITTON TAKES CENTER STAGE AT THE OLYMPICS
There has been an increasing overlap in sports and luxury fashion in recent years, coming to a head in 2024 with many notable crossovers.
Neiman Marcus celebrated the intersection of luxury fashion and sport with its spring campaign Quest for the Best. It showcased five decorated athletes of the moment — rock climber and Ralph Lauren Olympic brand ambassador Brooke Raboutou, Olympic breakdancer Victor Montalvo, Dallas Cowboys’ Executive VP and Chief Brand Officer Charlotte Jones, Olympic and world 800m champion Athing Mu, and NBA point guard Kelly Oubre Jr. — wearing some of the most desired luxury brands stocked by the luxury department store.
One of the most notable luxury sporting moments of the year was Louis Vuitton’s role at the 2024 Paris Olympics. LV was a key partner for the games, contributing not only to the event’s visual branding but also aligning with the prestige and heritage of the Olympics themselves. The brand created an exclusive medal trunk for the games, a genius way to authentically showcase the luxury brand’s classic designs in their full glory.
GERMANIER SHOWCASES THE CREATIVITY OF UPCYCLING
As awareness around the climate emergency rises, so does the demand for sustainable luxury. According to the World Bank, the fashion industry accounts for a significant 10% of global carbon emissions. Consumers are looking to brands — especially in the luxury space — to lead the change and reduce fashion’s environmental impact.
Germanier, a Swiss designer, revealed his Prelude collection earlier this year, demonstrating the efforts that designers can make towards sustainability. Sourcing fabric scraps and unsold garments from LVMH, he upcycled them into wearable pieces that met the standards of quality and craftsmanship upheld by the global heritage brand. Known for his focus on upcycling and circular fashion, Germanier’s approach reflects a commitment to sustainability without compromising on style.
By reimagining the discarded materials into new designs that caught the attention of eco-conscious luxury consumers, Germanier showed how beauty and creativity go hand-in-hand with sustainability.
GUCCI PAYS TRIBUTE TO ITS LONDON CONNECTION
One of the most effective ways to build trust among consumers and position a brand within the luxury market is to showcase legacy.
This year, Gucci has paid homage to its historic brand ties with London, a city that shaped the brand’s founder, Guccio Gucci, and inspired its legacy. Back in the 1890s, Guccio Gucci worked as a luggage porter in London’s Savoy hotel. His interactions with the hotel’s patrons and their need for quality luggage inspired Gucci to start a leather goods business on his return to Florence, Italy.
Fast forward to 2024 and the brand unveiled its Cruise 2025 show in the Tate Modern art gallery, with a collection described as “Englishness with an Italian accent”. Another campaign ‘We Will Always Have London’ celebrated Gucci’s 19th-century roots with a fresh narrative and the re-release of the iconic Blondie bag, originally launched in the 1970s. The nostalgia-driven campaign shot by award-winning photographer Nan Goldin featured Debbie Harry and Kelsey Lu, as well as the classic London black taxis, double-decker buses, the Thames, and the London skyline.
By tapping into nostalgia marketing with this campaign, Gucci was able to deepen emotional connections with its audience, while reflecting the value of legacy within the luxury space.
REFY CAPITALIZES ON THE POWER OF POP-UPS
Experiential marketing dominated the luxury market in 2024. All year long, we’ve seen luxury brands launching unforgettable in-person and virtual experiences.
One stand-out experiential event was Refy’s one-day-only pop-up café during Paris Fashion Week 2024. As it was limited to only one day, there was a huge sense of urgency and exclusivity among Refy customers to attend the event to receive coffee, pastries, and a sneak peek of their new Blur Liner product. TikTok and Instagram search was taken over by the query ‘Where is Refy pop-up in Paris?’, making the pop-up a trending topic.
Many beauty influencers attended their event to secure the new product, which they then tried and shared on social media. The result? Virality, of course!
5 of the Best Luxury Marketing Campaigns of 2023
It’s safe to say that 2023 was an eventful year, especially in the world of luxury marketing. There was a steady stream of innovative, creative, and downright out-there marketing campaigns that—forgive the cliche—broke the internet.
Of course, there were the Lululemon and Olaplex campaigns that fought back against the rise of dupe culture, proving to consumers that nothing beats the original. The middle of the year was all about Barbie, with a steady stream of Margot Robbie looks that paid homage to the doll and the movie, which saw Mattel’s sales soar. Recently, we had Skim's controversial nipple bra, Olivia Rodrigo’s latest music video shot entirely on iPhone, and more and more brands staking their claim in the Metaverse.
But some campaigns truly shone brighter than all others. Here are our top five luxury marketing campaigns of 2023.
STELLA MCCARTNEY PROMOTES ITS BRAND VALUES
Stella McCartney, a UK-based brand created by the daughter of Beatle Paul McCartney, has famously been ethical and sustainable since its inception. Well-known for its cruelty-free material innovations, the luxury brand continued to go above and beyond in promoting its brand values in 2023.
The brand’s leather, feather, fur, and exotic skin-free Spring/Summer 2023 collection was crafted using 91% responsible materials, and the ad campaign featured actress Madelyn Cline photographed alongside barn animals at a famous vegan animal sanctuary in Los Angeles.
With this standout luxury marketing campaign, Stella McCartney has made its stance on ethical fashion very clear—a value that is shared by many consumers. Studies repeatedly show that Gen Z and Millennials make their purchasing decisions based on personal, social, and environmental values. Nearly 75% of Gen-Z shoppers agree that they’re willing to pay more for sustainable products, while 62% of the generation prefers to shop with more sustainable brands. By taking the time to share their ethical brand values with consumers, Stella McCartney establishes itself as a company worth spending on.
PATAGONIA BRINGS ITS MISSION TO LIFE
As a company that creates clothing and accessories made to be used outdoors, it only makes sense that Patagonia’s core values reflect a need to protect our planet.
But rather than just saying so, the brand has put its money where its mouth is, running several campaigns that bring its mission to life. Most famous for its 2011 'Don't Buy This Jacket' Black Friday campaign which highlighted its stance against mass production and wasteful consumerism, Patagonia is continuously working to bring its brand values to life.
The company’s core beliefs can be seen displayed all over its website and social media channels. On TikTok, they share videos about the importance of recycling. An Instagram photo from March drew attention to a protest against fossil fuels with a link to sign a petition. On X, they share relevant links and videos about topics like greenhouse gas emissions.
Look closely at their social presence and you’ll see that Patagonia doesn’t reference any sales or particular products on their channels at all. Every piece of content is about protecting the environment and rethinking consumerism.
COACH GOES CIRCULAR AND APPROACHABLE
This year, Coach branched out and launched a whole new sub-brand, Coachtopia, aimed at Gen Z. This came in a bid to respond to luxury consumers’ increased demand for more sustainable fashion, and shows that it’s one of the few high-end mainstream brands at the forefront of the movement.
Coachtopia is a brand of apparel and accessories, which, according to Coach, is “a world of circular craft, powered by community, building towards a better future for our planet”. Products are crafted from recycled, repurposed, or renewable materials, and designed to have more than one lifecycle.
The brand used a pop-up store to promote Coachtopia, where attendants could participate in themed events like the Upcycling Lab and Loop Fest. The pop-up featured all-new exclusive Coachtopia items and did wonders to enhance brand engagement and provide memorable experiences, particularly with younger consumers.
The limited-time pop-up was accompanied by a social media campaign, tailored to Gen Z, which was markedly more playful, fun, and colorful when compared to the legacy Coach brand.
Again, the brand recognizes the buying power of Gen Z, and their tendency to align themselves with brands that are ethical and sustainable.
TOMMY HILFIGER BRINGS BRAND HERITAGE INTO THE MODERN ERA
Brand heritage matters in luxury marketing. There are too many examples to count, such as Marc Jacobs relaunching classic handbags or Calvin Klein's Reissue Project modeled by Kate Moss’ younger sister.
Tommy Hilfiger leaned on its brand heritage in the Spring campaign but added modern updates to bring it into 2023 and stay relevant. The brand took iconic Tommy Hilfiger looks from decades past, ones that can immediately be associated with the clothing line. The pieces were reinvented in a contemporary way, creating a collection of “classics for today and tomorrow”.
The brand also collaborated with popular singer Shaun Mendes to bring the capsule collection to life, and to reinforce messaging that the clothing is made with sustainability in mind. The Classics Reborn campaign featured well-known Gen Z personalities, like Georgia May Jagger, and was also brought to life on social media.
VALENTINO EMBRACES DIGITAL FASHION
Phygital retail isn't new to luxury. Blending in-store shopping experiences with digital commerce has proven time and again to be a successful marketing strategy with all consumers. One of our favorite examples is Burberry’s social retail store, with QR codes that can be scanned for more information on each product.
With each passing year, as more and more tech becomes available, phygital retail is booming. We first saw Valentino embrace the digital with Virtual Try-On: through an app, customers can virtually try on outfits before making a purchase.
In 2023, their latest campaign saw Valentino join the metaverse, creating digital fashion looks for Meta’s avatars. Social media users across multiple platforms can deck out their virtual personas with clothing and accessories that look exactly like items from the newest Valentino collections.
Inspired by these luxury marketing campaigns and ready to kick off your own? Join the brands who are working with Block & Tam to get the most out of your luxury marketing campaigns. Reach out today and we can get started.
This blog was updated on December 2nd, 2024 to include 2024 examples.
