Six Inspiring Luxury Brands on YouTube

by ChinaBambi

Luxury fashion houses are Forging a path as leaders in creativity and innovation when it comes to video content on Youtube 

The top six include:

  • Valentino
  • Hermès
  • Miu Miu/Prada
  • Marc Jacobs
  • Gucci

Luxury fashion houses have typically been slow off the mark when it comes to social media and anything that requires intensive digital investment, bar a few forward-thinking brands such as Burberry.

However now it seems that the leaders of the luxury industry are starting to catch up and realise highly creative videos beyond regular advertising campaigns are an enriching way to project their brand’s identity and engage younger audiences.

Video has been steadily growing in importance following social media sites, specifically Facebook, introducing new auto-play video features. It is becoming increasingly important as more applications such as Snapchat and Periscope are dominating and entering the mass-market adoption respectively, and brands are experimenting with how to stay relevant as they do so.

Explore six brands already using highly creative and often seemingly abstract videos to set themselves apart.

VALENTINO

 

Something most luxury brands do to great effect through video now is communicating the immense amount of work that goes into creating their ready-to-wear and couture collections. Valentino is especially good at telling the story, however its most impressive videos are the more playful ones that involve animations and touches you wouldn’t expect of a fashion house with a reputation as serious as Valentino.

HERMES

 

Hermès is the leader in creating high-quality, beautifully creative videos across a variety of subjects. Whether it is a focus on a new glove collection or an interview with an artist, the brand always finds a way to present the content in an unusual and pleasing way.

 

MIU MIU / PRADA

 

Both Prada and sister brand Miu Miu produce exceptional videos, primarily through their partnerships with independent film makers and content creators such as Autumn de Wilde, Miranda July and Alice Rohrwacher. The two brands consistently use up-and-coming or independent talent to front their traditional campaigns, and have similarly employed an independent class of creatives for the rest of their narrative-driven video content.

MARC JACOBS

 

The high-profile designer has only recently started to feature more regularly on social media. Marc Jacobs follows the digital lead of his brand, which has begun experimenting with social video apps such as Periscope. In addition, the brand has built up a strong foundation of behind-the-scenes-style content on YouTube with a series focused on highlighting the eclectic lives of its staff.

GUCCI

 

t looks like Gucci has taken a page out of Prada’s book when it comes to casting independent artists recently, with acts such as Lykke Li creating a balance of realism
and aspiration in its campaigns. The brand has taken that strategy a step further, shooting high-quality interviews and features exploring the lush, multi-layered world of
Gucci – with a touch of whimsy thrown in for good measure.

Source: WGSN

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