The Paris 2024 Olympics begin July 26, with the Paralympics starting on Aug. 28. Image credit: International Olympic Committee During a year in luxury defined by a worldwide sales downturn, many brands leveraged powerful messages and immersive experiences to assert their relevance and reach.
The personal luxury goods market’s projected annual growth is down 2 percent compared to 2023, and only about a third of all luxury brands are expected to emerge from the year with positive rates, according to the latest from global consulting firm Bain & Co. This reality shaped marketing approaches last year, as challenging conditions called for innovation.
A number of heritage players rose to the occasion, launching an array of strategic efforts designed to captivate consumers across markets. From French luxury conglomerate LVMH’s historic sponsorship of the Paris 2024 Olympics to individual contributions from brands including British automaker Bentley, Italian fashion house Miu Miu and more, entries range.
While some embraced localized storytelling, others pushed forward with bold collaborations to forge deeper consumer connections. The year also saw the increased fusion of luxury branding and cultural tentpole events, from design weeks to film festivals and Formula 1 races, underscoring the sector’s continued evolution into a lifestyle driver.
As the new year kicks off, Luxury Daily reflects on the campaigns, activations and strategic initiatives that helped define 2024. Spotlighting pivotal moments, the list offers insights into the industry’s future.
LVMH, Paris 2024
In July 2023, LVMH announced its role as a premium partner of the 2024 Olympic and Paralympic Games, held in Paris. From lead-up activities to opening and closing ceremonies, multiple LVMH-owned brands were involved with the first-time sponsorship.
French jeweler Chaumet created the competition's gold, silver and bronze medals, becoming the first jeweler to design the awards (see story).
“This first-ever Olympic medal created by a jeweler is emblematic of LVMH’s role as creative partner of the Olympic and Paralympic Games Paris 2024,” said Antoine Arnault, overseer of image and environment and member of the board of directors at LVMH, in a statement.
“In a close creative dialogue between Paris 2024 and Chaumet, the artisans of the Maison delved into their archives and explored powerful symbols of Olympism to imagine a medal inspired by high jewelry creations,” Mr. Arnault said. “Building on its centuries of rich history, Chaumet is writing a new page that will remain engraved in the heritage of the maison for eternity.”
Italian footwear and leather goods brand Berluti designed uniforms for Team France.
Italian footwear and leather goods brand Berluti designed uniforms for Team France. Image credit: LVMH/ARR
The pieces were worn during the Paris 2024 Opening Ceremonies, showcasing Berluti’s heritage techniques and craftsmanship on the world stage (see story).
French fashion house Louis Vuitton constructed custom trunks for the competition's medalists and torchbearers (see story). The monogram canvas-covered boxes featuring brass fixtures were built to “protect, display and showcase” Olympic and Paralympic prizes and props.
Louis Vuitton constructed custom trunks to house the competition's medals and torches
The brand additionally enlisted a crew of French athletes, including professional rugby player Antoine Dupont and sprinter Timothée Adolphe, for brand ambassadorships. Swimmer Léon Marchand, gymnast Mélanie de Jesus dos Santos, fencer Enzo Lefort, cyclist Marie Patouillet and tennis player Pauline Déroulède (see story) also signed with the maison.
“Following the unveiling of the Olympic and Paralympic medals designed by the Maison Chaumet, LVMH is once again fully expressing its role as premium partner of the Olympic and Paralympic Games Paris 2024, and ‘Artisan of all Victories,’ this time with Louis Vuitton,” said Antoine Arnault, head of image and environment at LVMH, in a statement.
“Protecting the symbol of Paris 2024 – the torches – and the dreams of the greatest athletes – the medals – required the expertise of exceptional craftsmen,” Mr. Arnault said. “Louis Vuitton has put its 170 years of expertise in trunks design at the service of Paris 2024, to protect and present the medals, and to take the torches around the country.
Ahead of Paris 2024, the group announced its support for tennis player Pauline Déroulède. Image credit: LVMH
“It is a great source of pride today to unveil these original creations, which I’m sure will remain engraved in the history of the Group and the Olympic and Paralympic Games Paris 2024!”
Moët Hennessy division brands, including Moët & Chandon, Veuve Clicquot and Ruinart, invited guests to their respective headquarters, restaurants, tasting cellars and bars. Special edition bottles of the maisons’ cuvées bearing the French flag were released ahead of the Games. A digital gallery compiling all Paris 2024 memorabilia was launched last summer (see story).
Data from cloud technology platform Launchmetrics ties $12.9 billion in Media Impact Value (MIV) to Paris 2024, adding that LVMH-owned entities, including French fashion houses Dior and Louis Vuitton, dominated conversation (see story).
Changemakers take the stage
With the help of British photographer Quentin Jones, British multinational hospitality chain Dorchester Collection's Belong to the Legend series introduced digital audiences to 12 trailblazers at the start of the year.
London-based branding agency McCann Enterprise's vision for Belong to the Legend is rooted in the concept that "today’s luxury travelers want more than to pass through a property – they want to feel a sense of belonging and connection."
The series highlights Dorchester Collection portfolio members, capturing changemakers, including fashion designer Bárbara Hulanicki and dancer and choreographer Akram Khan.
Dorchester Collection presents “Belong to the Legend”
Shown within properties such as Hotel Eden in Rome and The Beverly Hills Hotel in Los Angeles, two-minute videos at the center of the effort feature the individuals hard at work, united by their unique passions.
The distinct tales took the form of digital releases rolled out throughout 2024. At large, the campaign communicated a desire to place people at the heart of the Dorchester Collection's experiences.
The short films help assert that its like-minded guests complete the company's legacy (see story).
Keeping it real
Last June, the luxury resale platform drew attention to the true cost of counterfeit culture, introducing a pop-up shop at 301 Canal Street in New York City (see story).
Unorthodox in concept, The RealReal stocked its store with fake versions of the luxury handbags caught during its authentication process, none of which were for sale, to call attention to the pervasiveness of knockoff goods.
Aspects of the branded experience mimicked niche elements of the underground market as, all summer long, the company expertly used the set-up as a shoo-in, hosting conversations in an office above the store.
Taking the activation a step further, the luxury reseller accepted high-end handbag dupes at the New York City location, no questions asked, in exchange for a chance to win the real product through September 2024.
The bags inside the installation are all fake luxury items. Image credit: The Real Real/Olympia Shannon
The RealReal educated audiences with related digital content pushed live as part of the initiative. Created in collaboration with branding and advertising firm Mythology, and timed to align with New York's tourism high season, the installation went live during the busiest period for counterfeit purchases in the downtown district, known for its street sellers and bargain shopping options.
Having taken heat in past years for allowing fakes to slip through onto its site (see story), pairing the pop-up with accompanying campaign statistics — The RealReal claims to have caught 250,000 fraudulent items off the market since 2011, sharing that it continues to keep approximately 5,000 counterfeit items off the market each month — provided luxury shoppers with a tangible representation of its commitment to "keeping it real."
“Authenticity is at the core of everything we do,” said Rati Sahi Levesque, president and chief operating officer of The RealReal, in a statement.
“Over the past 13 years, as counterfeits have evolved — they’re being made more quickly and accurately than ever — we've continually invested heavily in advancing our technology and the training of our expert authenticators, ensuring we’re keeping them off the market,” Ms. Levesque said. “Unlike fast fashion, the underbelly of counterfeit culture is less discussed; counterfeits harm the environment, are often produced unethically and undermine genuine brands.
“Our commitment to authenticity goes beyond our business; it’s about protecting the planet and ethical practices.”
Anniversary activations
Founded in 1824, Scottish whiskey maker The Macallan celebrated its 200th anniversary last year (see story).
Kicking off in January by unveiling a new logo for the initiative, the multi-month "200 Years Young" marketing campaign featuring special-edition product launches, events and other activations, all of which helped honor two centuries of heritage.
The Macallan presents 200 Years Young
As explained by the brand via a series of digital content drops, the campaign sought to uplift the art of time travel, exploring the concept through five themes, including incomparable, creativity, craftsmanship, legacy and sustainability.
From a soundtrack titled "Roots," composed by internationally renowned British singer-songwriter Emeli Sandé to a limited-edition poetry book, a collaboration with Cirque du Soleil and the TIME : SPACE collection (see story) — two special expressions released in commemoration of the single-malt expert’s bicentennial — The Macallan's anniversary activations ranged.
Through these elements, "200 Years Young" invited whiskey enthusiasts to not just reflect on The Macallan's storied past but also anticipate its future innovations, underscoring the timeless appeal of the brand while reinforcing its position as a leader in the luxury spirits space.
New chapter
German automaker Mercedes-Benz introduced a new iteration of its 360-degree brand campaign, “Defining Class since 1886.”
Casting Swiss tennis icon Roger Federer and English actor Matthew Macfadyen, the effort helped push messages regarding luxury auto’s electric future forward (see story).
First launched in September 2023 at Germany's International Motor Show, the vision for “Defining Class since 1886” is rooted in the company’s history, beginning with the invention of the automobile by Carl Benz 137 years ago.
With a nod to the premise that the brand's luxury rides have evolved into “more than just a means of transportation to get people from A to B,” the campaign focuses on the steady development of individual mobility from Mercedes-Benz.
The endorsements of Mr. Federer, an official Mercedes-Benz brand ambassador, and Mr. Macfadyen reached the masses in early January 2024, and placed focus on the industry's next step: electrification.
At the top of the year, Mercedes-Benz introduced a new iteration of the 360-degree campaign
A campaign film succeeded in highlighting key innovations and pioneering design features: from safety and assistance systems including DRIVE PILOT tools to information and entertainment devices such as the Hyperscreen with MBUX, Mercedes-Benz's Energizing Comfort control technology is on full display amid the nearly two-minute commercial.
Its plot contains shots of both stars acting as secret agents, their Mercedes-Benz electric vehicles in tow. The humorous, action-packed storyline and choice of spokespeople presented a dynamic narrative that bridged the brand's storied heritage with its forward-looking aspirations.
The campaign began running in the U.S. at the top of last year before reaching China by mid-November. Launch dates in Germany and other international markets followed.
By blending innovation with entertainment, Mercedes-Benz crafted a campaign that not only resonated with existing consumers but also carried the potential to capture the attention of younger, environmentally conscious audiences.
Mercedes-Benz's ability to integrate cutting-edge technology, sustainability and cultural relevance into a unified message resonated.
As the sector continues to evolve, the “Defining Class since 1886” campaign serves as a reminder that heritage, when paired with bold creativity and innovation, remains a powerful tool for sustaining relevance in an ever-changing marketplace.
Cinematic storytelling
French fashion house Chanel Chanel's "See You at 5" campaign reimagined the allure of its iconic N°5 fragrance through a contemporary lens.
Teased in September 2024 (see story) and unveiled in October 2024, the film was envisioned by Italian director Luca Guadagnino, and features Australian actress and Chanel No. 5 ambassador Margot Robbie alongside Australian actor Jacob Elordi.
In addition to this video, the campaign includes a series of behind-the-scenes content and interviews, offering deeper insights into the creative process behind Chanel N°5.
Set in California's Big Sur, the visual aesthetic of the campaign film expertly harkens back to Chanel ads of the past.
Ms. Robbie misses a connection amid Chanel's mini movie
The bold red ensemble Ms. Robbie wears takes inspiration from a similar suit donned by French actress Carole Bouquet in a 1986 brand campaign. The parallel between past and present appears purposeful — a means of elevating the fragrance’s timeless appeal.
The two-minute narrative evokes anticipatory desire with an air of empowerment, one certainly encouraged by its main star.
In 2023, the UNICEF ambassador fronted the billion-dollar Warner Bros. blockbuster hit Barbie, working as one of producers. Her for-women-by-women production company, LuckyChap Entertainment, is responsible for backing such titles as "I, Tonya" and "Saltburn."
With the "See You at 5" campaign, Chanel does not attempt to reinvent the wheel, instead building on the N°5 legacy using a relatable female lead that lands with a new generation, proving that the fragrance's iconic status remains as relevant as ever.
Turning 20
In 2024, French jeweler Boucheron marked two decades of its bestselling Quatre line with a multifaceted global campaign (see story) that platformed its four-band design.
What began with a single ring has since evolved into a line of accessories that counts bracelets, necklaces and earrings, with the addition of a haute couture piece symbolizing the enduring allure of the Quatre collection worn by Polish model and activist Anja Rubik in imagery released last season.
QUATRE IS 20
Celebrate across all the globe with Boucheron friends & ambassadors , 20 years of an iconic collection. Happy Birthday Quatre!
Quatre, iconic since 2004.#Quatreis20 #Boucheron pic.twitter.com/VNRITs3lp6
— Boucheron (@Boucheron) March 6, 2024
The campaign launched with a series of high-profile activations, including pop-up boutiques across Paris, Seoul, Tokyo and Shanghai (see story). These temporary spaces incorporated photobooths, flash tattoo bars, hidden nightclubs and other creative stations.
VIP events such as the "Club Quatre" soirée at Place Vendôme, as well as digital content, also supported Boucheron's mission.
The brand's online Icons series featured talents in their twenties, including Korean actress Lee Hojung and global ambassador Zhou Dongyu. Each star brought their own interpretation of the classic collection to the videos, emphasizing themes of individuality and infinite possibilities.
A haute couture piece worn by Polish model and activist Anja Rubik symbolizes the enduring allure of the Quatre collection. Image courtesy of Boucheron
The opening of a flagship on Madison Avenue in New York City (see story) concurrently enhanced the campaign's buzz, bringing the Quatre collection to a broader audience.
Showcasing the maison's ability to balance heritage with modernity, appealing to this generation of luxury consumers while honoring its legacy, the anniversary initiative stood out amongst last year's crowd.
Exploring beauty's influence
In the midst of a successful sales year driven by its luxury portfolio, beauty group L’Oréal furthered its impact in the broadcast space with the 2024 launch of the "This Is Not a Beauty Podcast" (see story).
Aiming to highlight the far-reaching impact of beauty across industries and cultures, the six-episode audio series, created in partnership with The New York Times Advertising, delves into unexpected intersections of cosmetics with topics like politics, technology and business.
Addressing the social, cultural and psychological impacts of beauty, "This Is Not a Beauty Podcast" carried the potential to make listeners of luxury consumers, who prioritize ethical and meaningful brand connections.
Current projections see total prestige expenditures either rising or falling by 1 percent by year’s end. Image credit: L’Oréal
Joined by guests such as Noah Lyles, American track and field athlete and Olympic gold medalist, Nicola Mendelsohn, head of global business group at Meta, Paul Dalton, associate professor at the University of Oregon, episodes titled "Leaving a Mark," "The Lipstick Effect" and "More Than Skin Deep" approached a range of topics, from the historic use of tattoos as tools of self-expression and political defiance, to how is beauty shaping technology.
Hosted by Italian-American actress and activist Isabella Rossellini, the podcast aligns with L’Oréal’s broader Essentiality of Beauty initiative, which studies the social and psychological dimensions of beauty in today's society.
The podcast builds on L’Oréal’s previous audio content, including "Open Air" and "Skin Goals," and reflects the brand’s commitment to engaging audiences across generations. Podcasts have emerged as a powerful medium for connecting with Gen Alpha to Gen X, with recent data from eMarketer estimating 135.4 million unique monthly podcast listeners in the U.S. in 2024.
As beauty continues to intersect with broader societal themes, "This Is Not a Beauty Podcast" positions L’Oréal as an industry thought leader. Episodes are available on Apple Podcasts, Spotify and Simplecast.
Functional luxury
Capitalizing on the tennis craze of 2024, French silversmith Christofle used humor to advertise a limited-edition collection resulting from an official partnership with the French Open (see story).
Titled “The Match of Good Manners,” the campaign stars models and chef influencers Laszlo Badet and Alice Moireau, who join each other for a match on clay courts.
Christofle presents The Match of Good Manners
Donning sport-appropriate wear, the protagonists do not engage in a game of tennis as expected. Instead, viewers watch as the pair face off in a challenge of poise and etiquette, using the cutlery to enjoy a competitive meal.
Housed in decorative, egg-shaped holders, the Terracotta Mood, Mood Party and Mood Coffee sets ground the effort, which ties the brand’s heritage and product innovation to the prestige of Roland-Garros, reinforcing its appeal to affluent consumers.
Retailing for $2,420, the Mood by Christofle set features 24 silver-plated flatware pieces. Image credit: Cristolfe
The whimsical etiquette face-off, however, creates a tone that distinguishes the release from more traditional luxury campaigns, one that attracts younger luxury consumers drawn to playful, lifestyle-oriented marketing.
Christofle continues to demonstrate its relevance (see story) in today’s luxury landscape as these generations exhibit a growing interest in homewares and other collectibles (see story).
Commitment to culture
Last year, Italian fashion house Miu Miu highlighted the work of three world-renowned women writers as part of Summer Reads (see story), an event series that aimed to signal the luxury Prada Group label's commitment to contemporary thought and culture.
For the project, Miu Miu distributed books penned by Cuban-Italian novelist Alba de Céspedes, Italian feminist author Sibilla Aleramo and English littérateur Jane Austen at custom newsstands stationed in Hong Kong, London, Milan, Paris, Shanghai and Tokyo from June 7 to June 9, 2024.
Miu Miu presents Summer Reads, a series of special initiatives taking place in selected cities worldwide, furthering Miu Miu’s commitment to contemporary thought and culture. Discover more about #MiuMiuSummerReads here: https://t.co/QbVFTmlj0o pic.twitter.com/d1dQHgm8Px
— Miu Miu (@MIUMIUofficial) June 6, 2024
Fans flocked to the weekend experience, creating plenty of user-generated content that incorporated the pop-up kiosks. Each of Miu Miu's Summer Reads visitors received two of the three following titles: Ms. Aleramo's A Woman, Ms. de Céspedes' Forbidden Notebook and Ms. Austen's Persuasion.
The concept stemmed from the early spring launch of Writing Life, its inaugural literary club (see story). From April 17 and April 18, Miu Miu hosted a special group in Milan to read the work of Alba de Céspedes and Sibilla Aleramo, both late female writers. Club events are ongoing, and include conversations, live performances and more.
Ultimately, these initiatives work to ensure the trendsetting house's longevity, proving the Italian fashion house can wear the label of culturally-attuned luxury maison as readily as it does Lyst Index's "hottest brand."
Review Luxury Daily's Top Luxury Campaigns of 2023 here.