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Creator marketing in luxury is evolving. Uncover the key shifts shaping the industry and discover the strategies driving success in this exciting new chapter for the creator economy.
Published On: July 10, 2025
Creator marketing remains a powerful strategy for luxury brands looking to make meaningful connections with their audience. But, changing consumer preferences are shifting perceptions on what good looks like.
According to our insights, influential creator voices in luxury have collectively generated up to 45-times more earned media value (EMV) than brand-owned accounts. This shift away from less polished brand messaging and towards authentic, relatable creator content commands new ways of thinking about earned media success in the luxury space.
Right now, community and resonance building should form the foundations of every brand-earned media strategy. Newcomers with strong social-first approaches are changing the luxury playing field, encouraging brands to rethink their customer engagement, conversion, and retention strategies.
We’re entering an exciting new chapter for creator marketing in luxury – and it’s founded on genuine consumer connection. Keep your finger firmly on the pulse with these eye-opening insights and trends from our Luxury 2025 State of Influence Interactive Report.
Influential voices are delivering impactful creator marketing results for some of the world’s leading luxury brands.
By forming well-positioned partnerships with creators, many luxury brands have further elevated their brand prestige while extending reach far beyond the scope of their usual fans, consumers, and communities.
Here’s an overview of the impact of creator marketers vs brand-owned accounts in luxury based on our unique platform insights:
✔️ Reached 45X more consumers
✔️ Up to 25X more impressions
✔️ Produced up to to 123X more content
✔️ Drove up to 76X greater Engagement
The most influential voices in luxury have become powerful personal brands, forming deep parasocial connections with their communities. These tight-knit bonds result in an emotional resonance that inspires meaningful interactions and drives positive marketing outcomes.
Read: Paid vs organic influencer marketing strategy: which is best for your brand?
From attention-grabbing wellness crossovers to clever collaborations with sports VIPs and consumer demand for fresh perspectives, the luxury space is evolving. These trends are shaping the future of creator marketing in luxury, and you can use them to your strategic advantage.
With traditional ads and formulaic promotional content falling short in the age of short attention spans, luxury brands are using entertainment marketing techniques to connect with their target audience.
Successful campaigns tied to cultural moments like the Olympics (e.g. LVMH sponsorship), music albums (e.g. Charli XCX’s “Brat”) or movie launches like ‘Wicked’ at cultural landmarks are bringing brands closer to their audience while appealing to both broad and niche luxury audiences.
Luxury brands are channeling an eclectic mix of hobbies or niches and entering the realms of personal passions and wellness initiatives.
These crossovers help luxury brands expand their identity and show up in a broader range of categories aligned with their values. Miu Miu’s summer 2024 pop-up newsstand, which distributed female literature, earned the brand 1.4 million engagements. Dior’s floating spa on the Seine at the Olympics offered unique brand wellness experiences featuring Pilates and yoga.
Luxury and sportswear are blurring the line at athleisure, with a rising number of high-end collections designed for both exercise and everyday wear recently emerging.
The Olympics effect further boosted the popularity of this trend. Engagement increased +650% and exposure +154 two months after the end of the games, with Prada publicly reminiscing about its sports line.
With celebrities like Kaia Gerber and Hailey Bieber fully embracing athleisure looks, we’re set to see a boost in luxury athleisure lines and brand collaborations.
By reviving iconic luxury moments with today’s most relevant stars, brands can tap into the power of nostalgia and spark organic ripples across social media.
Now celebrities are raiding luxury archives for legendary looks. Do you remember Sabrina Carpenter honoring Madonna at the 2024 VMAs in her 1991 Oscars outfit, or Timothée Chalamet homaging Bob Dylan’s “dyed hair” 90s look during the ‘A Complete Unknown’ press tour? This visually captivating and iconic cult trend celebrates fashion history and places a new spin on past eras influential in pop culture.
We’ve noticed a recent rise in sports VIPs at the front rows and fashion runways, spearheaded by the enduring spirit of the Olympics. Fashion Month – often referred to as the ‘Fashion Olympics’ – lived up to its epithet literally in 2024 with several VIP athletes popping up at runway shows across the globe.
Jannik Sinner’s collaboration with Gucci, Imane Khelif’s with Bottega Veneta, and others like Declan Rice and David Beckham are also setting the scene for more partnerships to come in 2025.
Consumers are moving away from oversaturated luxury voices and instead craving authentic, unexpected perspectives that speak to them on a deeper level.
In response, brands are embracing partnerships with influential voices from various niches – well-positioned partnerships that scratch beneath the luxury surface. For instance, Alix Earle (Hot Mess) blends luxury with the everyday realities of motherhood, and Kenz Lawren challenges traditional views on perfection. Both of these leading creators also offer their audiences exclusive behind-the-scenes luxury show glimpses.
Read: Brand winners of the Cannes Film Festival 2025
We consulted our deep-dive platform data to uncover the top 10 influential voices based on EMV. Here’s our definitive rundown of luxury creators for your inspiration.
@enhyphen
An influential K-Pop boyband with a huge social presence, an iconic aesthetic, and a growing followership in the lifestyle and luxury space.
Total Earned Media Value: 169M
Avg. Reach: 8.3M
Avg. Engagements: 1.5M
Followers: 18M
@sooyaaa__
A vocalist and visual of global K-pop sensation ‘BLACKPINK’, known for her elegantly lavish style and strong stage presence.
Total Earned Media Value: 150M
Avg. Reach: 7.8M
Avg. Engagements: 3.2M
Followers: 65.5M
@nickiminaj
As the iconic “Queen of Rap,” Nicki is celebrated for her boundary-pushing lyrics, versatile flows, and vibrant artistry.
Total Earned Media Value: 136M
Avg. Reach: 3.7M
Avg. Engagements: 416.2K
Followers: 158M
@yong.lixx
The standout rapper and dancer of K-pop group ‘Stray Kids’ is recognized for his larger than life performances and captivating personality.
Total Earned Media Value: 124M
Avg. Reach: 8.8M
Avg. Engagements: 3.4M
Followers: 24.8M
@kimkardashian
A world-renowned reality television icon and entrepreneur who is globally recognized for building an iconic beauty and fashion empire from her influential family brand.
Total Earned Media Value: 117M
Avg. Reach: 5M
Avg. Engagements: 876.9K
Followers: 216M
@arianagrande
A powerhouse of a vocalist and pop superstar who is celebrated for her impressive vocal range and chart-topping hits across various genres.
Total Earned Media Value: 115M
Avg. Reach: 9.1M
Avg. Engagements: 2.7M
Followers: 351M
@annecurtissmith
A beloved Filipino-Australian actress, host, and recording artist known for her versatile talent, impeccable taste, and rising popularity within the entertainment industry.
Total Earned Media Value: 110M
Avg. Reach: 1.2M
Avg. Engagements: 95.5K
Followers: 20M
@kendalljenner
A world-renowned supermodel and reality television personality who’s famed for her high-fashion runway career and influential presence across social media.
Total Earned Media Value: 110M
Avg. Reach: 8.8M
Avg. Engagements: 3M
Followers: 291M
@kyliejenner
Another member of the Jenner dynasty, Kylie Jenner is beauty mogul and reality television star, famous for revolutionizing the cosmetics industry and her significant influence on youth culture.
Total Earned Media Value: 109M
Avg. Reach: 8.8M
Avg. Engagements: 2.7M
Followers: 259M
@roses_are_red
The ethereal lead vocalist of ‘BLACKPINK’, Rosé is celebrated for her distinctive voice and captivating artistry.
Total Earned Media Value: 102M
Avg. Reach: 8.8M
Avg. Engagements: 3.8M
Followers: 80M
Who are the most influential brands in luxury right now? Whether you’re talking high-end fashion or fine jewelery, these luxury brands are making serious ripples with their creator marketing initiatives.
Dior’s strategic social presence across channels and consistent impact from influential sources (creator marketing content) is 2.8 times greater than the brand’s owned media footprint. As a result, the iconic brand is leading the luxury pack for overall Ripple Impact.*
Louis Vuitton’s notable presence at the Paris Olympics earned the brand an estimated $82M in EMV – 89.8% of which came from organic content. Through well-placed creator partnerships and collaborations with a diverse mix of VIPs, including Zendaya, Rosalia, and Spike Lee, the brand appealed to a range of key audience segments during the games.
The key result? Every dollar of EMV drove 9X more organic impact across social media. Impressive, to say the least.
Cartier is a luxury leader for Mentions and Engagement, while Bulgari shines in Impressions and EMV, largely driven by its influential brand ambassadors.
Cartier’s strategic collaborations with K-Pop idols, such as V from ‘BTS’, have significantly boosted its appeal among younger and Asian audiences – a tactic also harnessed by Tiffany through their partnership with Jimin.
The globally-recognized Italian luxury brand boasts a growing roster of influential ambassadors, including Damiano David, Anne Hathaway, and Zendaya. Its well-positioned partnerships and consistent approach to creator marketing has seen Bulgari (also stylized as Bvlgari) shine through in terms of EMV and impressions.
*Ripple Impact definition: The total brand impact generated by influential voices compared to that generated by brand-owned accounts.
Partnerships with influential voices – founded on strong resonance and credibility – empower luxury brands to reach and influence far more people than they could through their brand-owned social media platforms alone.
Targeted creator partnerships based on shared brand values and clearly defined goals will ensure your campaigns stand out in today’s luxury landscape. To measure your success, uncover your hidden impact, and showcase what good looks like, reaching beyond vanity metrics is essential. It’s where the true insight lives.
For more industry insights and a deeper, more immersive dive into our luxury platform data, download the full interactive ‘Luxury 2025 State of Influencer report’.
Access timely cultural trends, strategic creator guidance, and industry best practices.
Discover the most groundbreaking entertainment marketing insights from our eye-opening panel discussion at ‘The State of Influence 2025 and future-proof your brand for tomorrow’s creator economy.
Fashion and Sport Brands Global Analysis.
Wimbledon’s evolution into a cultural engine allows brands to move beyond visibility, fostering deeper resonance through tradition, lifestyle, and aspirational storytelling.
In an experience-driven economy, where influence is shaped by shared moments and storytelling, Wimbledon provides a rare opportunity to reach global audiences in a context that extends well beyond sport.
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