How top luxury brands are leading the way on socials in 2025

Luxury isn’t what it used to be, at least not online.

Gone are the days when high-end marketing meant glossy spreads and elusive mystique. Now, the world’s top fashion houses are taking a bold, sometimes chaotic, and often unexpected route through social media. And it’s working.

From surreal storytelling to founder-led feeds, here’s how brands like Marc Jacobs, Loewe, and Jacquemus are setting the standard with content strategies that resonate, not just with their loyalists, but with a new generation of scroll-savvy consumers.

The shift in luxury content strategy 

The core of luxury marketing used to be about preserving exclusivity. But in today’s digital-first world, exclusivity doesn’t mean being distant, it means being distinctive. Brands are crafting content strategies that amplify their uniqueness while staying culturally relevant.

Marc Jacobs, once a traditionalist in brand presentation, has completely flipped the switch. Their TikTok feed? A hotbed of “beautifully unhinged” chaos, think grainy filters, lo-fi edits, and absurdist humour that speaks directly to Gen Z’s obsession with the offbeat. Instead of airbrushed perfection, it’s giving raw, real, and relentlessly memeable.

Tapping into the internet culture and owning it

Luxury’s grip on social media is strongest when it leans into internet culture, not away from it.

Marc Jacobs, again, is the prime example. Collaborating with niche digital personalities, from hyper-online fashion influencers to alt-makeup artists, the brand has built a digital world that feels more like Tumblr 2012 than a Covent Garden flagship. But this nostalgia-meets-nuance approach isn’t just random; it’s strategic. By making their social media feel like the internet, they meet users where they already are.

Loewe, on the other hand, has mastered the art of storytelling through surreal, cinematic visuals. Under the direction of Jonathan Anderson, the brand has developed a content strategy that blurs the line between fashion and art. Their Instagram feed doesn’t sell clothes, it curates moods. Strange sculptures, unexpected textures, and dreamlike campaign films give their grid a gallery-like presence. It’s less “buy now” and more “linger longer.”

The result? High engagement, endless shares, and brand equity that grows with every post.

Influencer collaborations, but make it niche

Influencer marketing is hardly new  but luxury brands are playing a smarter, more strategic game. Forget A-listers and cookie-cutter influencers. Today’s high-end marketing is all about micro-creators with major cultural clout.

Loewe’s campaigns frequently tap stylists, artists, and lesser-known fashion muses to shape their content, not just wear it. These creators aren’t always household names, but they carry credibility in their niches, which makes every post feel authentic, not transactional.

Similarly, Jacquemus, the king of quiet luxury with a loud aesthetic, plays the long game on Instagram. Simon Porte Jacquemus, the founder himself, uses his personal feed to shape the brand’s identity. From sneak peeks of collections to dreamy shots of the South of France, it feels more like a diary than a sales pitch. That human touch is why the brand has one of the most loyal online followings in the luxury space.

Disruptive Content. Viral Impact. 

Luxury’s social media success doesn’t lie in consistency, it lies in surprise.

Jacquemus’ iPhone-only fashion campaign is a perfect example. Shot entirely on a phone, the campaign was disruptive, democratic, and distinctly modern all while keeping the visuals editorial-grade. It felt accessible, but still aspirational. In an age where everyone’s a content creator, this move gave audiences the sense that they could be part of the fashion fantasy, too.

Marc Jacobs takes a different but equally effective route, posting glitchy, ironic, and purposefully lo-fi content on TikTok. It’s a rejection of perfection and a reflection of what actually performs in-feed.

Turning memes into moments and luxury products

Loewe did what every brand wishes they could pull off: turned a meme into a moment and then into a $3,950 luxury product. 

When a viral photo of a tomato (yes, a literal heirloom tomato) started making the rounds on X for looking suspiciously like a Loewe campaign, most brands would’ve reposted it, chuckled, and moved on. 

But Loewe? They made it into a bag. Within three days, Creative Director Jonathan Anderson unveiled a tomato-shaped clutch with the caption: “Loewe meme to reality.” 

Not just a PR stunt, the piece was officially added to their collection and gifted to the original meme creator. That’s how you build cultural relevance, not by forcing trends, but by listening, reacting, and knowing when to lean in. Memes, after all, aren’t just fleeting noise. They’re modern creative direction and occasionally, a tomato-shaped clutch.

What can we learn from these luxury leaders in the fashion world?

Luxury brands are no longer gatekeepers, they’re guides.

The most successful players in the space are those who balance their heritage with humour, craft with chaos, and polish with personality. Whether it's Loewe’s visual storytelling, Marc Jacobs’ Tumblr-core TikToks, or Jacquemus’ founder-led feeds, one thing’s clear:

Great social media marketing doesn’t mean selling a product. It means building a world your audience wants to be part of.

Luxury brands aren’t just adapting to social media, they’re owning it. By ditching perfection for personality, exclusivity for relatability, and tradition for bold creativity, names like Marc Jacobs, Loewe, and Jacquemus are showing exactly how high-end marketing should be done in the digital age.

They’re not just posting content, they’re shaping brand marketing culture.

If you’re ready to take a leaf out of their playbook and build a content strategy that turns heads (and stops thumbs), we’re here to help.

Let’s create something your audience can’t scroll past. Get in touch with us today.