Why Luxury Content?

Luxury-centring content – from brands’ own social media to TikTok posts about the lives of high-net-worth individuals (HNWIs) – is uniquely required to oscillate between signalling rarefied glamour and the democratised ‘populuxe’ serving internet culture’s billion eyes.

Cinematic Content for the Small Screen

While internet-coded creativity is luring new audiences, there’s still significant appetite for premium luxury markers – such as strong production values – aligned with a growing interest in social media content with a cinematic sensibility (see TikTok’s Long-Form Pivot in Pop Culture Pulse, February 2024). In response, hotel, jewellery and fashion brands are offering richly filmic, sometimes serialised content – but in a modern micro-format.

Offbeat Luxe: Dissonant Irreverence & Subverting Conventions

Courting Gen Zers and younger millennials whose relationship with luxury goods often hinges on luxury brands’ mastery of the twists (discourse, language, aesthetics) of online culture, some shrewd fashion labels, including Marc Jacobs (US), Jacquemus (France) and Loewe (Spain), are leaning heavily into inventively irreverent and offbeat TikToks.

Managed Mystery: Mediated Access & Insiderdom Tasters

With process-demystifying behind-the-scenes brand content all over social media, many luxury brands are seeking ways to reinstate mystery – turning to tantalisation over transparency. This has resulted in judicious gatekeeping strategies offering drips of hype-creating access to the general public while remaining skilfully moderated to retain a sense of exclusivity.

Respectfully Yours: The HNWIs' Staff-Creators

Accounts run by the staff of anonymous HNWIs are forging another luxury niche within internet culture. The ‘staff-creators’ are satisfying curiosity about how the other half lives on the one hand and operating as genius, unassuming UGC ads for luxury lifestyle and products on the other. Personal assistants, private chefs and even butlers (from Gen Zers to Gen Xers) are all burnishing luxury intrigue.