Influencers and Luxury: A Perfect Match or a Pricey Mistake?

Writer: Francesca Gulman

It has become clear that influencers are now part of luxury brand marketing, often being brand ambassadors and collaborators. Whether through paid partnerships, PR gifting, or exclusive event invitations, luxury brands are strategically partnering with influencers to connect with their audiences. In many cases, these influencers have become the new faces of high-end fashion and beauty, going against traditional luxury. But at what point do influencers, despite their benefits, begin to dilute the essence of luxury?

Many influencers, especially those from TikTok, are becoming the new faces of luxury brands. Charli D’Amelio, who became TikTok famous during the pandemic, has worked with several well-known brands. She has gone to several Prada shows at Milan Fashion Week, worn outfits by Valentino and Louis Vuitton at red carpet events, and appeared in campaigns for Dior Beauty. Similarly, Emma Chamberlain went from being a relatable teenager who made funny YouTube videos to becoming a well-known figure in the luxury fashion world. In 2019, she became a brand ambassador for Louis Vuitton, attending Paris Fashion Week and wearing custom LV outfits at big events like the Met Gala. In 2022, she started working with Cartier and made her first appearance as their ambassador by wearing their famous Patiala necklace to the Met Gala. Then, in 2023, Emma was named a global ambassador for Lancôme and appeared in their online campaigns aimed at younger audiences. Emma has successfully moved beyond the traditional “influencer” label to establish herself as a mainstream celebrity. She has elevated her public image by shifting her social media presence from influencer-style content to that of a high-profile public figure. Because of this, I would argue that Emma Chamberlain represents the ideal collaborator for luxury brands, one who can connect with gen z while still preserving the exclusivity of high-end fashion. 

Luxury brands are increasingly collaborating with influencers, and it is easy to understand why. In today’s digital era, influencers are some of the most powerful public figures. Unlike traditional celebrities, they build direct and personal relationships with their audiences, which allows them to promote brands in a more authentic way. Their large followings boost online visibility, and because many of their followers are Millennials and Gen Z, influencers help luxury brands appear modern, relevant, and connected to younger consumers. Influencers also tend to share content that feels natural and unscripted. When luxury products appear in this everyday context, they seem more desirable and easier to imagine as part of daily life. 

However, this strategy is not free of risks. When luxury products are promoted by influencers, the sense of exclusivity that defines luxury can be diluted. The message can become confusing. If luxury looks accessible to everyone, does it lose part of its appeal? Influencers also face challenges. Their influence depends on relatability, yet frequent partnerships with high end brands can make them appear distant from the reality of their followers. Moreover, there is also the rise of dupe culture. Young consumers often try to copy the lifestyles they see online, but without the financial means to buy genuine luxury products, they purchase fake versions. This harms the reputation of luxury brands.

I believe there is still a way for luxury brands and influencers to work together in a way that benefits both sides rather than causing harm. One effective approach is for luxury brands to partner with influencers whose content is strongly centred on fashion and style. Wisdom Kaye is a good example. He was named the best dressed man on TikTok by Vogue and is known for his creative styling and fashion decisions. Collaborations like these support the identity of the luxury brand while also strengthening the influencer’s own social identity, creating a partnership that feels natural, credible and mutually beneficial.

To conclude, luxury brands may gain more from partnering with traditional celebrities than with influencers, yet the value of influencer collaborations should not be dismissed. When approached with intention, these partnerships can benefit both the creator and the brand. Ultimately, the most significant decision to be made is choosing collaborators who genuinely convey the same exclusivity and luxury as the brand.