Jacquemus, Loewe and the art of mastering TikTok

In the maze of a fashion industry that becomes more hybrid every day, two luxury brands stand out as true digital virtuosos: Loewe and Jacquemus. Their rapid success on TikTok—a platform where the audience is typically less receptive to brands—does not rely on traditional advertising strategies or an artificially constructed presence, but on a deep and nuanced understanding of what this generation of users perceives as authenticity. Loewe and Jacquemus’ secret lies in their ability to go beyond simple visual content distribution to achieve an emotional "vibe." TikTok, with its unique algorithm that functions more through feelings and associations than fixed categories, offers fertile ground for this type of connection.

Here, videos are not categorized like on traditional platforms. Instead, algorithms create “bubbles” that resonate with specific visual and cultural cues. The brands have thus learned to use popular platform formats, such as ASMR, not only to capture attention but also to immerse users in their universe. This choice is far from trivial: simultaneously sensory and intriguing, ASMR becomes an invitation to discover craftsmanship, where even the sound of materials becomes a narrative key. By manipulating video structures and playing with disruptive formats, Loewe and Jacquemus offer a complete immersion into their world. Far from the traditional polish of luxury advertising, these brands reveal their behind-the-scenes moments: a couture workshop, the preparation of a campaign, moments captured before and after a runway show.

This transparency, presented in an immersive and engaging format, allows users to feel connected to rarely seen aspects of the fashion world. This intimacy-driven strategy enables them to captivate a diverse audience: fashion fans appreciate the details, casual observers are charmed by the simplicity of the approach, and connoisseurs view this transparency as an invitation to appreciate craftsmanship. On TikTok, the challenge for a luxury brand is to adopt the platform's codes while staying true to its identity. Loewe and Jacquemus strike the perfect balance between “stay” content—anchoring the brand within its expected aesthetic—and “play” content—more disruptive elements, sometimes humorous or provocative. For example, Jacquemus blends humor and glamour in absurd scenarios, evoking the landscapes and colors of Southern France while adding a touch of humor. Loewe, on the other hand, plays with visual interpretations, making a simple object iconic through the power of its universe.

At a time when authenticity is key to engagement, Loewe and Jacquemus demonstrate that it is not enough to rely on a glamorous image or influential ambassadors. As highlighted by Tatiana Dupond, a TikTok user, authenticity lies in a brand's ability to experiment and test the limits of its own identity without ever betraying its essence. On TikTok, a successful video offers an authentic moment of discovery—not purely commercial content, but a capsule that speaks for itself and creates a unique connection with each viewer. Loewe and Jacquemus seem to understand this well. On TikTok, luxury is no longer solely about visual sophistication, but about sincere, immediate, and vibrant storytelling that invites users not to consume, but to share a unique moment with the brand.