Which brands are shaping the fashion of tomorrow and reigning supreme on social media thanks to influencers? This analysis reveals the Top 10 most sought-after luxury ready-to-wear brands in the digital world, examining their history, their positioning, and the reasons why they create a buzz in the feeds of the most prominent content creators. The secrets of French—and international—influence are finally revealed, supported by key performance figures on Instagram and TikTok.
Luxury ready-to-wear brands are redefining the digital influence landscape. Through collaborations, visual storytelling, and community engagement, they bring a distinctive touch to their marketing strategy. Discovering which brands are leading the way on social media also helps you understand the link between fashion, innovation, and digital awareness. Focus on the ten names you absolutely need to know to keep up with the frenetic pace of trends in 2025.
Overview of the most influential luxury ready-to-wear brands on social media
Combining influencer strategy and luxury prestige is now essential for ready-to-wear brands looking to win over the new generation of consumers. Thanks to the Kolsquare study—which analyzed more than 600,000 posts and 47,395 profiles of French influencers on Instagram and TikTok—it is now possible to draw up an objective list of the brands that dominate the market. social mediaThis ranking reveals established houses, new players and a diversity of approaches to digital visibility.
The ranking is based on the concept of EMV (Earned Media Value), a performance index that estimates the media impact of brand mentions by influencers. This metric offers a reliable view of the actual engagement generated by content on the leading platforms in the fashion industry. Below is a summary table of the Top 10 most mentioned brands and their EMV:
| Rank | Brand | EMV (in €M) | Associated influencers | Positioning |
|---|---|---|---|---|
| 1 | Polène Paris | 27,2 | 1 449 | Minimalist luxury, slow fashion |
| 2 | Christian Dior Couture | 25,1 | 3 941 | Heritage, modernity |
| 3 | Louis Vuitton | 21,7 | 3 286 | World Exclusive, Pop Culture |
| 4 | Chanel | 18,6 | 3 177 | Timeless elegance |
| 5 | Jacquemus | 16,5 | 1 756 | Southern creativity, virality |
| 6 | Saint Laurent | 15,3 | 2 081 | Rebellious, nocturnal style |
| 7 | Miu Miu | 13,9 | 986 | Youth, retro-contemporary fashion |
| 8 | Gucci | 13,7 | 2 927 | Maximalism, eccentricity |
| 9 | Celine | 12,5 | 578 | Clean chic, Parisian spirit |
| 10 | Hermes | 10,8 | 934 | Artisanal excellence, discretion |
This top 10 illustrates the ability of French fashion houses to unite diverse audiences around values of authenticity, creativity and visual emotion. Some, like Polène Paris (learn more about the new iconic brands), favor sober aesthetics and lifestyle storytelling, while Christian Dior or Louis Vuitton rely on spectacular events and a global network of ambassadors.
Influencers play a key role in the democratization of luxury: they amplify the reach of campaigns during fashion shows (see also the new fashion show podium on LinkedIn), by revisiting the codes of each house through their own universes. Engagement rates sometimes exceed those of traditional media, the proximity relationship being a powerful lever of prescription.
- Polène Paris: Affordable luxury, essential in 2025. The brand stands out with a strategy based on micro-influencers and lifestyle content creators like @annelauremais or @leiasfez, who showcase their pieces in natural, refined settings.
- Christian Dior Couture: Event-focused campaigns, such as Dior Shows or fashion-beauty collaborations with stars such as @camillecharriere (over 1 million followers).
- Jacquemus: Viral success thanks to personal and accessible campaigns, embodied by Simon Porte Jacquemus himself alongside figures like @emilisindlev.
These brands are leveraging user-generated content to strengthen their storytelling and create direct connections with a community seeking authenticity. The impact of influencer marketing is also being measured internationally: countries like Italy and South Korea (discover Italian influencers on Instagram, the best Korean influencers of 2025) strengthen the reach of French houses.
Which brand do you think stands out for its visual universe on Instagram or TikTok?
Focus on popular luxury brands: identity, strategy and iconic influencers
Breaking down the success of major luxury ready-to-wear brands involves examining their history, their stylistic specificities, and the reasons why they appeal to influencers of each generation. This focus details the ingredients that make each brand successful and highlights the profiles who bring their influence to the forefront.
1. Polène Paris: contemporary minimalism and meteoric rise
Founded in 2016, Polène Paris embodies a new approach to luxury, driven by understated refinement and sustainability. Its slow-fashion positioning appeals to a clientele seeking exclusivity without ostentation. The brand has partnered with highly authentic micro-influencers, such as @annelauremais (900,000 followers) and @maralafontan, known for their sophisticated lifestyle designs. Each post showcases the natural elegance of Polène accessories, reinforcing the connection between modernity and artisanal tradition.
The brand stands out through:
- A clean aesthetic aura, neutral palettes and timeless design
- Targeted and small-scale collaborations to maintain rarity
- Editorial storytelling focused on visual emotion rather than the product
Polène's high EMV attests to the relevance of this strategy and the power of a sober but high added-value influence.
2. Christian Dior Couture: grandeur, heritage and a plurality of atmospheres
Founded in 1946 by Christian Dior, the house remains a leading figure in French luxury. Dior blends heritage and avant-garde design in its activations, orchestrating spectacular campaigns during Fashion Weeks and multicultural collaborations. Influencers such as @leoniehanne and @camillecharriere embody the Dior spirit in sophisticated or offbeat looks. Content generated during exclusive events ensures global visibility, with each post accumulating thousands of interactions.
| Brand | History | Positioning | Influence strategy | Key influencers |
|---|---|---|---|---|
| Polène Paris | 2016, Paris | Discreet, minimalist luxury | Micro-influence and aesthetics | @annelauremais, @maralafontan |
| Christian Dior Couture | 1946, Paris | French heritage, modernity | Events, global campaigns | @leoniehanne, @camillecharriere |
| Louis Vuitton | 1854, Paris | Luxury pop culture | Capsules, storytelling, global ambassadors | @emilisindlev, @blancamiro |
3. Louis Vuitton: the story of a house between heritage and innovation
Founded in 1854, Louis Vuitton's history is intertwined with that of contemporary luxury. The brand excels in the art of combining exclusivity, artistic innovation, and event collaborations (for example, the LV x Pharrell Williams capsule collection). On social media, figures like @emilisindlev (902,000 followers) and @blancamiro share these campaigns with an international audience. Vuitton masters the visual language, using emotion, boldness, and large-scale scenography to capture attention.
- An international component thanks to the diversity of ambassadors
- Campaigns that merge art, sport and popular culture
- A heritage reinterpreted with each collection, appealing to both baby boomers and Gen Z
All these brands prove that influencer marketing is rooted in the symbiosis between product and narrative, thus creating a direct connection with consumers and fans, as this article explains on the power of influencer marketing compared to celebrity marketing.
And you: do you consider the history or the notoriety of influencers to let yourself be seduced by a brand?
When influence meets creativity: engagement strategy, stylistic differentiation and customer experience
The dominance of major fashion houses is not only based on their heritage, but also on their ability to innovate and build a close bond with a connected generation. The success of brands such as Jacquemus, Saint Laurent, and Miu Miu illustrates the importance of strong brand identities and an authentic presence on social media, where the culture of "real life" prevails.
The uniqueness of Jacquemus, between proximity, accessibility and virality
Founded in 2009 by Simon Porte Jacquemus, the brand imposes a sunny, minimalist style that reconciles raw emotion and self-deprecation. Jacquemus has managed to build a loyal community thanks to the closeness of its creator, who regularly shares life moments and behind-the-scenes looks, and capitalizes on viral campaigns. On Instagram, the brand relies on figures like @emilisindlev and @blancamiro to reach a young, dynamic audience ready to adopt the globally popular "small bag" trend.
- “True” and spontaneous storytelling
- Selectivity of influencers, often chosen for their very personal universe
- Immersive and viral campaigns (e.g.: “Le Chouchou” with in-house staging)
Jacquemus confirms that digital is the true bridge between creative emotion and the consumer's desire for ownership.
Saint Laurent and Chanel: rebellious, nocturnal or timeless
Yves Saint Laurent cultivates an image of chic transgression, focusing on a dark, sophisticated, and sensual universe. By partnering with influencers with strong styles, such as @ediebcampbell and @veronikaheilbrunner, the house maintains a powerful storytelling imbued with calculated provocation. Chanel, meanwhile, draws on the legend of Parisian chic and sophisticated visuals to seduce communities eager for distinction. Its campaigns, illustrated by influential designers such as @caradelevingne, combine heritage and modernity, often highlighted during Fashion Weeks or major artistic collaborations.
- Saint Laurent: dark visual identity, strong editorial content
- Chanel: sophisticated storytelling, essential ambassadors
Their strategies demonstrate the importance of strong DNA and careful adaptation to digital codes. To go further in building immersive experiences, these brands are focusing on:
| Brand | Added value | Meaningful campaigns | Target community |
|---|---|---|---|
| Jacquemus | Creator-fan proximity | Le Chouchou, open-air parades | Instagram generation, “real life” mode |
| Saint Laurent | Rebel style, iconoclasm | Black Opium, night campaigns | Gen X, Y, Z, creatives |
| Chanel | Parisian chic legend | Cruise Collection, artistic collaborations | Followers of refinement, timeless fashion |
Gucci, Miu Miu, Céline, Hermès: stylistic diversity and niche strategies
The other houses in the ranking are deploying differentiated strategies:
- Gucci: creative maximalism, presence on TikTok, capsule campaigns around art or gaming (discover the impact of creators on TikTok).
- Miu Miu: “schoolgirl” revival, virality via looks shared by streetstyle stars.
- Céline: rarity and editorial control, very select collaborations.
- Hermès: artisanal excellence, extreme selectivity, communication around the scarf and iconic ready-to-wear.
Branding relies as much on scarcity as it does on the ability to drive high-level experiential marketing. Influence is no longer limited to the catwalk: it's invading everyday life, from Instagram feeds to personalized recommendations. In conclusion: make a difference, inspire loyalty! To discover other secrets of luxury and influencer strategies, explore the resources around sensory marketing applied to luxury.
Which house do you think is most successful in capturing the imagination of consumers?
FAQ – everything you need to know about the luxury ready-to-wear brands most popular with influencers
Why are luxury ready-to-wear brands so popular with influencers?
Luxury ready-to-wear brands attract influencers thanks to their prestige, strong visual identity, and ability to offer exclusive experiences. Influencers benefit from a positive image and content with high engagement potential, which strengthens brand awareness on Instagram or TikTok.
How do luxury ready-to-wear brands select their influencers?
Luxury brands are adopting a selective and targeted approach, choosing influencers whose aesthetics, values, and audiences align with their DNA. They favor long-term collaborations and authentic profiles who can showcase their creations in a natural way.
What are the key trends in influencer marketing in the luxury ready-to-wear sector?
The luxury ready-to-wear sector is focusing on lifestyle aesthetics, limited capsule collections, immersive content, and campaign personalization. Collaborations with micro-influencers and real-life experiences shared on social media are particularly popular in 2025.
What are the differences between French and international luxury ready-to-wear in terms of digital influence?
French luxury ready-to-wear capitalizes on elegance, craftsmanship, and emotion, while international brands diversify their universes, from street culture at Gucci to Italian or Korean exclusivity. This diversity allows for a broader presence and adaptation to different markets.
Why is EMV a key indicator for measuring the impact of luxury ready-to-wear brands?
Earned Media Value (EMV) quantifies the media value of brand mentions by influencers. This indicator provides information on campaign effectiveness, engagement, and actual reach among target audiences, thus providing precise guidance for influencer strategies.
Which social networks most promote the visibility of luxury ready-to-wear brands?
Instagram remains the go-to network for fashion and luxury due to its visual appeal and high user engagement. TikTok is also establishing itself as a platform for reaching a younger, more reactive audience, with viral challenges and short-form formats.
How are collaborations between luxury ready-to-wear brands and influencers perceived by consumers?
Consumers perceive authentic collaborations as a sign of trust and see them as an opportunity to discover new trends. Transparency about the partnership and a good fit between the influencer and the brand reinforce the credibility and desirability of the products presented.
Are luxury ready-to-wear brands relying more on micro-influencers in 2025?
The trend is clearly toward selecting micro-influencers for their proximity to their communities and their high engagement rates. Luxury brands see this as a way to anchor their image in consumers' daily lives while maintaining a certain level of exclusivity.
Where can I find more information on trends and influencers in the luxury ready-to-wear sector?
For further information, there are specialized resources such as sector-specific annual reports, as well as articles such as the one dedicated to the most influential luxury brands or analyses of successful campaigns on ValueYourNetwork.
How to participate in an influencer campaign for a luxury ready-to-wear brand?
To be included in a campaign, it's essential to cultivate your personal brand, cultivate your network, and register on platforms that connect brands and creators, such as ValueYourNetwork. Presenting a cohesive and interactive portfolio increases your chances of being noticed.
Can we expect major stylistic developments among luxury ready-to-wear brands in the coming years?
Brands are rapidly adapting to cultural and generational shifts: sustainability, inclusivity, artistic collaborations, and accelerated digitalization are at the heart of their innovation strategies, redefining the contours of luxury and influence.
Since 2016, ValueYourNetwork has been supporting influencers and luxury brands in developing and implementing innovative and effective strategies. Hundreds of successful social media campaigns are a testament to our team's expertise. If you're looking to connect directly between brands and creators, benefit from tailored advice, and enhance your project through a strong network, contact us today and unlock the full potential of your presence on Instagram, TikTok or LinkedIn!