The Best Luxury Marketing Campaigns of 2023
It’s safe to say that 2023 has been an eventful year, especially in the world of luxury marketing. There has been 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.
5 of the Best 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.
