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Why are Fashion Week shows on LinkedIn now?
Professional networks are emerging as the new showcase for fashion shows and fashion houses
January 30th, 2025
LinkedIn might be the new runway for fashion shows? According to the latest figures released by the platform, fashion show broadcasts have increased fivefold in the past three years. Indeed, the professional social network is becoming an essential marketing tool for luxury houses. It was LVMH with Louis Vuitton that started this trend in 2019 with live broadcasts of fashion shows followed by thousands of people. This movement gained momentum during the lockdown period, when fashion brands had to get creative in sharing their collections, leading to ingenious virtual fashion shows. For instance, we remember Balenciaga's Fall 2021 show presented as a video game in collaboration with The Sims. Since then, LinkedIn has proven to be an ideal platform for maximizing the visibility of fashion weeks among potential high-net-worth clients. Brands such as AMI Paris, Hermès, Dior, Prada, and Courrèges have followed suit, sharing their collections on the professional social network.
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LinkedIn’s audience represents an especially attractive target for luxury houses. According to data provided by the social network, among its 1 billion members, 30% show a greater interest in fashion compared to other platforms. Stéphanie Barret, Head of the Luxury Division at LinkedIn Marketing Solutions, explains: "Our trusted platform and unique targeting capabilities give us a strategic positioning within the luxury industry to create, develop, and launch tailor-made awareness campaigns, finding new avenues for growth. And for good reason: we have an ideal audience, relevant formats, and an exclusive, brand-safe environment that allows luxury brands to directly reach engaged and discerning buyers."
According to a study conducted by AmazingContent, an influence management platform, engagement with luxury brands is three times higher than with non-luxury company executives within the SBF 120 (French stock market index) on LinkedIn. The study also highlighted that leaders in the luxury sector prefer LinkedIn over social networks like Instagram or X. Indeed, 70% of engagement related to luxury content takes place on LinkedIn, compared to just 20% on Instagram and 10% on X. Eliott Siegler, CEO of AmazingContent, explains that these results emphasize LinkedIn's importance as a platform for luxury leaders: "A regular and strategic presence on LinkedIn allows luxury leaders to make their voices heard, rally their audience, and recognize the hard work of their teams."
The networking platform is transforming to offer services beyond simple job searches. It now provides innovative formats to capture users' attention. Among these is the "Wire Program", recently launched, allowing brands to partner with prestigious publishers such as Bloomberg or Reuters. This format has been adopted by Cartier. Brands can also leverage new features like "Live Event Ads" to maximize the impact of their shows. LinkedIn highlights the promotion of posts by members or influencers through "Thought Leader Ads", which generate 2.3 times more clicks than traditional ads. Additionally, 30-second video previews help capture users' attention before, during, and after the event. Far from the image of a strictly corporate and pretentious social network, LinkedIn could evolve into a powerful marketing platform, offering effective tools for luxury fashion brands, thus competing with Instagram or TikTok.