Top Highlights
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Pharrell Williams previewed details from tonight’s LV Men’s show in a DM to talent scout Albert Ayal, highlighting personal interactions in fashion promotion.
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Other luxury brands, like Bally and Maison Margiela, also engaged directly with influencers, enhancing exclusivity and building a sense of community.
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Influencers shared these personal invites and behind-the-scenes content on social media, creating buzz and anticipation around their respective shows.
- Dior invited fashion critic Hanan Besovic to access exclusive content ahead of Jonathan Anderson’s debut, showcasing a trend of brands leveraging personal connections for marketing.
Luxury Brands Embrace Direct Messaging for Engagement
Luxury brands are changing how they connect with audiences. Instead of traditional advertising, many are sliding into direct messages on social media. This approach builds personal relationships with fashion creators and influencers, which modern consumers appreciate.
For instance, Pharrell Williams reached out to talent scout Albert Ayal via DM, sharing exclusive previews from Louis Vuitton’s latest collection. He wrote, “Hey — wanted you to be the first to see details of the collection from tonight’s LV Men’s show. Sending some pics soon.” Ayal quickly shared the message on his Instagram story, further amplifying the brand’s reach.
Bally also tapped into this trend. The brand sent a message to sustainable fashion consultant Scott Staniland with a photo from its Milan presentation. Staniland posted the image, putting the brand front and center. This method not only showcases designs but also aligns with the growing focus on sustainability.
Moreover, Maison Margiela invited fashion critic Ashantéa Austin to its couture show through a DM. Austin highlighted this invitation on her Instagram reel, extending the brand’s visibility to her followers.
Dior took a unique route by adding content creator Hanan Besovic to its Close Friends on Instagram. This approach allowed Dior to share behind-the-scenes insights into Jonathan Anderson’s debut menswear collection. Besovic shared snippets across TikTok and Instagram, creating buzz around the brand’s new designs.
As luxury brands adopt direct messaging, they foster a sense of intimacy. Consumers now expect brands to engage with them directly. This trend aligns with the evolving digital landscape. Social media platforms create spaces for two-way communication. Consequently, luxury brands become more relatable and accessible.
In a world where comfort and affordability matter, this personal touch can humanize luxury. By embracing technology, these brands are not just selling products; they are building communities. Thus, luxury fashion is entering a new era, one that values connection as much as it does design.
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