How Luxury Brands Are Redefining Themselves on TikTok

When you hear certain luxury brand names, you’d almost immediately associate them with exclusivity. Think velvet ropes, hushed flagship stores, and a world where only the ultra-elite have access. But, with TikTok being one of the leading marketing platforms, luxury brands have had to pivot and rethink their marketing strategies. 

Gen Z audiences are particular about authenticity, and 89% prefer authentic posts over curated and overly posed content. With TikTok, brands that once felt untouchable (like Balenciaga, Miu Miu, Loewe) are now playing into meme culture, cracking inside jokes, and making Gen Z fall in love with their world.

Here are 4 luxury brands redefining their branding on TikTok.

Marc Jacobs

Marc Jacobs is perhaps one of the luxury brands that best understand how to use TikTok to their advantage. The brand uses TikTok trends, creators, and memes to really engage with their audience, which consistently bring in anywhere from 500,000 to 20 million views for each video. Here’s some of our favorites from the Marc Jacobs’ TikTok:

• Adriana Lima talking about her ideal sandwich while wearing a Marc Jacobs’ The Mini Bag (29.1 million views)

• TikTok Rizz Party x Marc Jacobs (7.8 million views)

• Their collab with @Sylvaniandrama for Mother’s Day 2024 (3.5 million views)

Jacquemus

If there’s one thing TikTok audiences love, it’s unserious content. To start you off, check out their bio.

Jacquemus takes the comedic route with its videos by riding on the wave of popular trends, doing candid interviews, and working with creators to engage with their audiences. Here’s an interview they did with Dai Nakai during a Jacquemus event that hit 7 million views.

They also collaborated with the Dancing Security Guard to advertise one of their fashion shows, with the video reaching 11.9 million views.

Loewe

Loewe is another brand hitting the millions mark with its content. Apart from TikTok trends, they also use slice of life videos and vlogs to showcase how Loewe can be incorporated into your day-to-day. 

Their educational green screen videos (like this one) are also doing amazing at engaging their audience, teaching people about the brand, and sticking to the content format that works best on TikTok.

Miu Miu

Miu Miu uses its TikTok to highlight its models and products, but they do so in the most candid way possible. Their series of ambush interviews during Fashion Week 2025 featured celebrities and influencers alike and generated millions of views for the brand. Here’s a few of our favorite TikTok interviews by Miu Miu:

• Describing Miu Miu in One Word (5.7 million views)

• “What does Miu Miu rhyme with?” (6 million views)

• Model Amelia Grey’s POV before walking the runway (4.2 million views)

  
  

The lesson here? On TikTok, personality matters more than the price tag. The brands winning on TikTok aren’t the ones trying to sell to Gen Z. They’re the ones speaking their language, playing into internet culture, and making high fashion feel fun again.

If this is the future of luxury, count us in!