In a notable departure from model-driven storytelling, luxury brands appear to be pivoting towards product-focused campaigns this holiday season. Instead of featuring high-profile personalities or being fronted by familiar-faced models, these campaigns centre the spotlight squarely on the items themselves — from luxurious handbags and shoes to intricately designed pieces. This approach not only simplifies messaging but also underscores the cultural relevance of understated luxury and pragmatic consumerism.
Product-Focused Festive Campaigns
Balenciaga’s 2024 Gift campaign exemplifies the power of highlighting “hero products”, by not only reintroducing Maison favourites like the Balenciaga Le City bag from 2001 but also connecting the consumer directly with their offerings and in doing so, they redefine the way luxury is perceived and consumed. By removing the inclusion of a model or celebrity, luxury brands could be making a marketing pivot by aiming to democratise aspiration without diluting exclusivity.
Similarly, Celine’s EOY 2024 Campaign features an array of the label’s classic pieces including the Celine 16 Bag, the Celine Triomphe Bag, the Celine Nino Bag and the Celine Clara Bucket Bag. These end-of-year campaigns highlight hero pieces while also affirming the House’s signature aesthetic and exceptional leather craftsmanship. One will find that the collection features canvas designs that celebrate Celine’s historic monogram — a link motif first revealed in 1972 inspired by the chain encircling the Arc de Triomphe — complemented by the now famed Triomphe hardware, which remains a hallmark of the brand’s identity.
While Balenciaga and Celine opted for a direct, almost minimalist approach to their campiagns, Roger Vivier’s 2024 Holiday Season Campaign embraced the festive season by showcasing both signature designs and new releases. Here, Roger Vivier exemplifies the art of emotional storytelling through objects. By focusing on the product set against an instantly recognisable vintage-inspired festive background, the brand encourage consumers to project their personal stories onto the item. The Maison’s Efflorescence jewel bags and shoes are a nod to celebratory winter evenings while the unveiling of a brand-new mule, featuring the classic crystal flower-encrusted buckle celebrates the joy of gifting.
LOEWE’s holiday campaign is a celebration of imagination and craft; handmade scenes will bring the collection’s whimsical characters to life in animated and transportive festive windows complete with twinkling lights. Creative Director Jonathan Anderson has collaborated once again with Kyoto-based ceramists Suna Fujita, creating original illustrations and ceramics inspired by childlike dreamscapes. Playful creatures, such as octopuses, squid, whales, bunnies, and hamsters, are featured on bags, ready-to-wear, and accessories, brought to life through intricate leather marquetry and vibrant colours. Mesmerising holiday facades and a handcrafted, mechanical puppet film, draw inspiration from fantasy, memory and the wonders of the natural world.
Accessibility Meets Aspiration
The fashion industry excels at marketing desire, and brands are increasingly weaving relatable moments into their storytelling, moving away from purely aspirational narratives. While Hollywood stars remain timeless symbols of cultural influence, many brands are shifting focus to more accessible, everyday scenarios. By striking a delicate balance with campaigns that feature models who are both beautiful and approachable — brand from Dolce & Gabbana to xx are walking the fine line between aspirational and relatable. Dolce & Gabbana’s glitzy holiday campaign saw models dressed in an imaginative assortment of Dolce & Gabbana’s recent holiday collection donning shimmering textures like lamé jersey, thermostrass mesh, sequins and exquisite details convey the magic of the festive season.
Golden Goose on the other hand, captures the essence of individuality and unapologetic togetherness with Golden Club — a dreamlike world where rebellious characters come together to embrace their wildest desires. Nostalgic references to the ’90s are seen with dazzling crystals and sharp tailoring intermingle with delicate knits and velvet sets, all punctuated by bold eyelets, metalware, and vintage silver detailing. Here, Golden Goose’s psychedelic campaign reimagines the festive season as a celebration of boundless togetherness and a sense of belonging that transcends time and space.
Valentino’s holiday campaign exudes opulence, set against a backdrop of shimmering light that captures a story of celebration and joy. The scene is filled with dazzling looks and signature Valentino Garavani accessories, evoking the magic of a memorable winter evening. The campaign, part of the #ValentinoAvantLesDébuts collection which showcases the Maison’s maximalist aesthetic under the creative direction of Alessandro Michele, with photography and direction by Glen Luchford. Whether it’s a festive gathering or a holiday-themed adventure, these narratives resonate more deeply when they mirror real-life experiences. By inviting consumers to see themselves within the “fantasy,” the fashion industry is embracing a marketing evolution that reflects not just strategic shifts but a broader cultural movement celebrating the beauty of the everyday.
Rise of Luxury Petwear
Pets are often seen as cherished family members and brands are capitalising on this emotional bond. By offering stylish, well-crafted home & decor and pet apparel, they appeal to consumers who want to pamper their pets and showcase their devotion. MCM and Burberry have both unveiled holiday campaigns featuring pets further strengthening emotional connections between the brand and the consumer.
If home is at the heart of festive moments, then Burberry’s curated gifts are guaranteed to to tug at heartstrings while capturing the seasonal mood with warmth and joy. Under the creative direction of Daniel Lee, the collection includes wool cashmere cushions and blankets woven in Scotland, adorned with the iconic Burberry Check. The festive offerings also feature cheerful wool stockings in a seasonal check, perfect for adding a touch of festive spirit. Embracing the tradition of gift-giving, Burberry has launched a tea towel set featuring hand-drawn illustrations of classic British dishes, from beef Wellington to Eton mess and mince pies. Crafted from linen cotton, these tea towels evoke the charm of family recipes passed down through generations, offering both practicality and nostalgic sentiment.
MCM also taps into the growing luxury pet market with offerings to ‘help’ humans pick out gifts for their four-legged companions. Men’s and women’s apparel, accessories, shoes and bags are all featured, as well as items from MCM’s permanent pet collection such as beds, food bowls, leashes and harnesses. These items play a key role in the broader narrative of holiday campaigns, often appearing in heartwarming, celebratory settings alongside pets. They also offer a taste of luxury at a relatively accessible price point, making them an ideal entry-level purchase for new consumers.
Pragmatic Luxury
One could argue that the focus on products rather than aspirational lifestyles in this season’s campaigns highlights a shift towards pragmatism and intentional consumerism. As luxury brands embrace relatability and authenticity, they are responding to the growing demand for meaningful connections over unattainable fantasies. By placing products and reality-driven at the forefront alongside crafting stories that resonate with real-life experiences, these campaigns not only reflect current consumer values but also redefine what it means to indulge and gifting in luxury during the festive season.
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