Luxury meets TikTok: Reaching new audiences without compromising brand integrity
Luxury brands have traditionally relied on exclusivity and carefully curated images to maintain their allure, but TikTok’s rapid growth offers an exciting way to reach younger audiences without compromising brand integrity. To capture this demographic’s attention, brands like Gucci, Balenciaga, and Fendi have found ways to creatively engage without diluting their image. Here’s how they’re doing it—and what others can learn.
Allowing fans to carry the brand message in a channel-appropriate way.
#GUCCIMODELCHALLENGE
Leverage Creative Storytelling: Gucci’s #GucciModelChallenge encouraged users to create “Gucci-inspired” looks with pieces from their own wardrobes. This playful campaign created brand affinity by showcasing the essence of Gucci style without directly pushing product. Creative storytelling like this invites TikTok’s users to interact with a brand’s identity rather than simply view ads.
Collaborate with Influencers Thoughtfully: Rather than simply tapping TikTok’s most-followed influencers, luxury brands are working with niche creators whose aesthetic aligns closely with the brand. Balenciaga’s collaborations with creators who understand high-fashion’s edgy side have kept the brand’s reputation intact while reaching new audiences. Selecting influencers who resonate with the brand’s values ensures that campaigns feel genuine, not forced.
Embrace Authenticity, Not Perfection: While luxury is often associated with polish, TikTok thrives on relatability. Fendi’s behind-the-scenes glimpses, runway teasers, and unfiltered content have allowed followers to connect with the brand on a human level, making the high-fashion world feel more approachable. Embracing the platform’s spontaneity helps luxury brands connect with viewers authentically.
