luxury is loosening up.
and i’m here for it!
It used to be all about mystery and exclusivity, but now luxury is having a little fun. Why? Because people crave connection, not just aspiration. In a world full of polished perfection, playfulness and surprise make brands feel human and relatable.
Take Burberry’s real-life Knight mascot, mixing heritage with humour and even showing up front row at Fashion Week. Loewe and Jacquemus blend surrealism and wit, turning high fashion into a playful experience. Chanel’s Mother’s Day campaign, with kids’ drawings of the iconic No. 5 bottle, proves that a little less polish can make luxury feel fresh.
This shift isn’t about losing prestige; it’s about adding personality. The brands that make us feel something are the ones that truly stand out. I’d love to see this energy spread to luxury hotels, watches, beauty, and beyond.
What playful luxury moments have caught your eye lately?
BURBERRY’S KNIGHT MASCOT
Burberry’s Equestrian Knight, created in 1901, stepped off the logo and into real life. In the 2024 campaign by Blinkink, the mascot tours London landmarks before landing on the front row at Fashion Week (and even snapping selfies with celebs). This playful take on heritage proves luxury doesn’t have to be so serious.
THE avant-garde jacquemus campaigns.
Jacquemus offers quirky glimpses into its creative process. For instance, the brand has shared footage of models being covered in shaving foam or layered with cucumber slices to achieve the final shot, adding a humorous and relatable touch to high fashion. Or holding oversized props for store opening content that stands out and makes you smile.
LOEWE’S UNEXPECTED PAIRINGS.
From Daniel Craig with long hair and bright knitwear to the campaign shot by Juergen Teller that juxtaposes TV and film stars with quirky characters, including ballroom dancers, rugby players, and scuba divers, humour meets high fashion head-on.
And…LOEWE’S DECADES OF CONFUSION
In 2024, Decades of Confusion brings a playful spin to the age-old question: how do you say Loewe? Written by Dan Levy and starring Levy and Aubrey Plaza, the film turns a spelling bee into a stylish, tongue-in-cheek lesson in pronunciation. It reminds me of the Swarovski video from 8 years ago, featuring the brand ambassador and model Karlie Kloss trying to pronounce the name.
Chanel’s bestsellers, drawn by kids.
A few years ago, Chanel took a heartwarming and playful strategy for Mother's Day by featuring children's drawings of their iconic products. This campaign humanised the brand and created an emotional connection, showcasing that luxury can be elegant and joyful. The campaign video of these quirky bestsellers (complete with legs and arms) dancing to Deee-Light’s "Groove Is in the Heart" is one of the most memorable beauty brand ads I’ve seen.
I’d like to know what you think about this shift and whether it’s one to stay.