Eighty percent of luxury discovery now starts on digital, so how do luxury brands stay desirable on platforms they cannot control?
YouTube's Creator Community Partnerships Lead, Ina Fuchs, and former Meta Global Head of Luxury and Board Member of Biologique Recherche, Breitling, and Rituals, Morin Oluwole, break down the creator economy reshaping luxury, fashion, beauty and hospitality marketing.
Recorded LIVE at Cannes Lions, this episode of Beyond Luxury covers creator communities, influencer strategy, brand storytelling, generative AI in luxury content, and the measurement gap in the creator economy.
Expect specifics on Coach, Hermès, Dior and Jacquemus, on why community beats follower count, and on how brands protect brand DNA while giving creators real creative freedom.
Beyond Luxury delivers luxury industry insights across fashion, beauty and hospitality, with expert perspectives on brand innovation, consumer behavior, craftsmanship and product-led growth.
New episodes of Beyond Luxury drop weekly. Follow for more conversations with the founders and experts shaping the luxury industry.
Read the deeper analysis on our Substack, Top Voices, linked in the show notes.
Timestamps:
00:00 Meet Ina Fuchs and Morin Oluwole
04:46 Why 80% of luxury discovery now starts on digital
10:10 The fear of losing brand DNA to creators
13:19 Why followers are the wrong metric, and the Coach book charm campaign
16:28 Playing with brand codes: Hermès and Dior x Jisoo
18:58 The problem with the word “control”
21:10 Jacquemus and the bags rolling down the street
26:03 Brands as creators, and the hero-hub-hygiene framework
28:41 The measurement gap and the reality inside the boardroom
37:30 Heritage, desirability and generative AI
42:25 The twelve-month playbook for brands
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