Luxury Daily
The authority in luxury news.
Dec. 18, 2025
  1. Kering loops France’s Ardian into Fifth Avenue investment
  2. ‘Sound. Elevated.’ from Bang & Olufsen marks centennial
  3. Ruinart reveals annual Carte Blanche creative collaboration
  4. ‘The defining theme of 2026 is connection – between people, systems and senses’: The Future Laboratory
  5. What’s at the end of the catwalk? Overtime pay, lunch breaks and other worker protections
  6. Moncler returns to the slopes for Grenoble campaign
  7. Capri Holdings closes Versace divestiture
  8. Audi propels Santa into the future with electric sleigh
  9. Sephora introduces new concept for SEPHORiA 2026
  10. Louis Vuitton courts rapper Future as ‘Friend of the House’
Comment
  • Email
  • Print
  • Reprints
  • ARTICLE TOOLS SPONSOR

Marketing

Why your luxury brand needs social currency to survive

October 17, 2019

Musicians, who young consumers see as leaders in authenticity, are now launching lifestyle brands, such as Rihanna with Fenty and Pharrell Williams with his Billionaire Boys Club. Image credit: Fenty Beauty by Rihanna Musicians, who young consumers see as leaders in authenticity, are now launching lifestyle brands, such as Rihanna with Fenty and Pharrell Williams with his Billionaire Boys Club. Image credit: Fenty Beauty by Rihanna

 

By Daniel Langer

To read the entire article, please subscribe or
 
LATEST HEADLINES
MOST POPULAR
  1. Kering loops France’s Ardian into Fifth Avenue investment
  2. ‘Sound. Elevated.’ from Bang & Olufsen marks centennial
  3. Ruinart reveals annual Carte Blanche creative collaboration
  4. ‘The defining theme of 2026 is connection – between people, systems and senses’: The Future Laboratory
  5. What’s at the end of the catwalk? Overtime pay, lunch breaks and other worker protections
  6. Moncler returns to the slopes for Grenoble campaign
  7. Capri Holdings closes Versace divestiture
  8. Audi propels Santa into the future with electric sleigh
  9. Sephora introduces new concept for SEPHORiA 2026
  10. Louis Vuitton courts rapper Future as ‘Friend of the House’
VIDEOS
More Videos

MORE IN Marketing
Luxury Unfiltered: Why the best luxury experiences look exactly like the worst ones (on paper)
‘The defining theme of 2026 is connection – between people, systems and senses’: The Future Laboratory
85pc of recent, pending Gen Z car buyers considering luxury vehicle purchase: report
From maps to masterpieces: Luxury needs a tour de force, not tinsel
Luxury Unfiltered: The one question most luxury CEOs cannot answer
Luxury Unfiltered: Visuals versus emotions, and the mistake most luxury brands make



RECENT ARTICLES
Matches plots second act under new ownership
Dior builds five-story statement flagship in Beijing
Louis Vuitton shares names of final Watch Prize contestants, jury members

‘Sound. Elevated.’ from Bang & Olufsen marks centennial
Luxury Unfiltered: Why the best luxury experiences look exactly like the worst ones (on paper)
Dior, Rizzoli to release book on Lady Art project