This holiday season, luxury brands are notably shifting from model-centric storytelling to product-centric campaigns. Rather than enlisting high-profile celebrities or familiar models, these campaigns focus exclusively on the products themselves — showcasing everything from lavish handbags and footwear to elegantly crafted apparel. This strategy simplifies their messaging while emphasizing the cultural significance of subtle luxury and practical consumer habits.
Product-Centric Holiday Campaigns
Balenciaga’s 2024 Gift campaign is a prime example of the effectiveness of spotlighting “hero products.” It not only celebrates beloved items like the 2001 Balenciaga Le City bag but also forges a direct connection with consumers through its offerings, thus transforming the perception and consumption of luxury. By excluding models and celebrities, luxury brands may be pivoting their marketing strategies to democratize aspirations without compromising exclusivity.
In a similar vein, Celine’s End-of-Year 2024 Campaign showcases a selection of the brand’s timeless pieces, including the Celine 16 Bag, the Celine Triomphe Bag, the Celine Nino Bag, and the Celine Clara Bucket Bag. These year-end campaigns emphasize hero pieces while reinforcing the House’s distinctive style and superb leather craftsmanship. The collection features canvas designs that highlight Celine’s historic monogram — a chain motif introduced in 1972 inspired by the Arc de Triomphe, complemented by the renowned Triomphe hardware, which is a signature of the brand.
While Balenciaga and Celine embraced a straightforward, nearly minimalist strategy in their campaigns, Roger Vivier’s 2024 Holiday Season Campaign celebrated the spirit of festivity by showcasing both signature pieces and new offerings. Here, Roger Vivier illustrates the power of emotional storytelling through products. By presenting items against a recognizable vintage-inspired festive backdrop, the brand encourages consumers to project their personal narratives onto the products. The Maison’s Efflorescence jewel bags and shoes reflect the charm of celebratory winter nights, while the introduction of a new mule, graced with a classic crystal flower-encrusted buckle, celebrates the joy of gift-giving.
LOEWE’s holiday campaign radiates creativity and craftsmanship; handcrafted scenes bring the collection’s imaginative characters to life in whimsical and enchanting festive displays illuminated by twinkling lights. Creative Director Jonathan Anderson has once again collaborated with Kyoto-based ceramicist Suna Fujita to produce original illustrations and ceramics inspired by childlike dreamscapes. Playful creatures like octopuses, squid, whales, bunnies, and hamsters appear on bags, ready-to-wear, and accessories, rendered in intricate leather marquetry and vivid colors. Captivating festive displays and a handmade, mechanical puppet film draw inspiration from fantasy, reminiscence, and the wonders of nature.
Accessibility Balances Aspiration
The fashion industry is highly skilled at creating desire, and brands are increasingly incorporating relatable moments into their narratives, moving beyond purely aspirational themes. While Hollywood stars remain timeless cultural icons, many brands are shifting their focus to everyday, relatable scenarios. By achieving a delicate balance with campaigns that showcase models who are both stunning and approachable, brands like Dolce & Gabbana are navigating the fine line between aspiration and relatability. Dolce & Gabbana’s glamorous holiday campaign features models adorned in a diverse range of looks from the recent holiday collection, showcasing shimmering textiles like lamé jersey, thermostrass mesh, sequins, and intricate detailing that encapsulates the spirit of the holiday season.
Conversely, Golden Goose encapsulates the spirit of individuality and audacious togetherness with Golden Club — a whimsical realm where unconventional characters unite to express their most daring desires. Inspired by nostalgic ’90s influences, effulgent crystals and sharp tailoring merge with soft knits and velvet ensembles, all accented by eye-catching eyelets, metal embellishments, and vintage silver accents. Golden Goose’s psychedelic campaign reimagines the festive period as a grand celebration of unbounded togetherness and a sense of belonging that transcends temporal and spatial limitations.
Valentino’s holiday campaign radiates luxury, framed by a luminous backdrop that conveys a narrative of festivity and cheer. The setting features stunning outfits alongside iconic Valentino Garavani accessories, capturing the enchantment of a memorable winter evening. This campaign, part of the #ValentinoAvantLesDébuts collection, showcases the Maison’s maximalist approach under Alessandro Michele’s creative guidance, complete with photography and direction by Glen Luchford. Whether portraying a festive gathering or a holiday-themed experience, these stories resonate more deeply when they reflect everyday realities. By inviting consumers to envision themselves within this “fantasy,” the fashion industry is embracing a marketing transformation that represents not only strategic adjustments but also a broader cultural movement, celebrating the beauty inherent in everyday life.
Emergence of Luxury Petwear
Pets are increasingly seen as beloved family members, and brands are tapping into this emotional connection. By offering stylish, well-made home décor and pet apparel, they attract consumers eager to pamper their pets and showcase their affection. MCM and Burberry have both launched holiday campaigns featuring pets, which strengthens emotional ties between the brand and its customers.
If home is central to holiday experiences, then Burberry’s curated products are guaranteed to resonate emotionally while embodying the seasonal ambiance with warmth and joy. Under Daniel Lee’s creative guidance, the collection features cashmere wool cushions and blankets made in Scotland, embellished with the iconic Burberry check. The festive range includes cheerful wool stockings in a seasonal check, ideal for enhancing the festive atmosphere. Upholding the tradition of gift-giving, Burberry has introduced a tea towel set with hand-drawn illustrations of classic British dishes, from beef Wellington to Eton mess and mince pies. Made from linen cotton, these towels evoke the nostalgia of family recipes passed down through generations, combining functionality with sentimental value.
MCM also capitalizes on the burgeoning luxury pet market, offering items designed to assist owners in selecting gifts for their beloved pets. The collection features men’s and women’s apparel, accessories, shoes, bags, as well as products from MCM’s staple pet line including beds, food bowls, leashes, and harnesses. These items play a significant part in the overarching narrative of holiday campaigns, often set in heartwarming and festive contexts alongside pets. They also provide an accessible taste of luxury, making them ideal entry-level offerings for new consumers.
Pragmatic Luxury
One could posit that the emphasis on products rather than aspirational lifestyles in this season’s campaigns signals a shift toward pragmatism and conscious consumerism. As luxury brands embrace relatability and authenticity, they are addressing the increasing demand for meaningful connections rather than unattainable dreams. By prioritizing products grounded in reality and weaving narratives that resonate with genuine experiences, these campaigns reflect current consumer values and redefine what it means to indulge and gift luxury during the holiday season.
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