Discover TikTok's exclusive ranking of the top ten Italian luxury brands. With their overflowing creativity, digital innovations and sharpened influence strategies, these prestigious houses are redefining the presence of luxury on social networks, captivating millions of subscribers and dictating global trends from Italy. We take a look at the levers of engagement that drive the TikTok sphere, and delve behind the scenes of this extraordinary success.
The Italian luxury goods market is undergoing an accelerated transformation, spurred on by the explosion of TikTok, which offers an unprecedented field of expression for the world's leading brands. Through viral videos and ambitious influencer campaigns, Italian brands are deploying a modern, daring image, connected to a generation that loves authenticity. Focus on ten accounts to follow to feel the pulse of haute couture and digital innovation.
Winning strategies of Italian luxury brands on TikTok: the top 10 deciphered
Italian luxury brands take center stage on TikTok in 2025 thanks to content strategies designed to maximize visibility and engagement. Their success is based not just on the prestige of their name, but on a methodical approach to creating and distributing content tailored to the platform and its users.
Starting with Dolce & Gabbana, which outdid the competition with a Earned Media Value (EMV) exceeding 2.2 million euros. The company stands out for its interactive campaigns, often in partnership with Italian and international influencers. Their videos regularly feature behind-the-scenes footage of fashion shows, designer insights and creative challenges dedicated to their community. The following figures illustrate the performance of the leaders in 2025:
| Rank | Brand | EMV (€) | Mentions | Commitments |
|---|---|---|---|---|
| 1 | Dolce & Gabbana | 2 200 000 | 1181 | 693 636 |
| 2 | Christian Louboutin | 1 181 033 | 826 | 143 971 |
| 3 | Christian Dior | 1 033 826 | 719 | 143 971 |
| 4 | ACNE Studios | 224 195 | 622 | 145 622 |
| 5 | Saint Laurent | 181 033 | 819 | 197 191 |
| 6 | Versace | 143 971 | 914 | 143 971 |
| 7 | Gucci | 143 919 | 719 | 143 919 |
| 8 | Carolina Herrera | 119 561 | 181 | 119 561 |
| 9 | Ralph Lauren | 91 456 | 157 | 91 456 |
| 10 | Ferragamo | 81 045 | 133 | 81 045 |
In this ranking, the electronic dynamism of TikTok combines with the timeless codes of Italian luxury. The effectiveness of these brands can be seen in :
- One-off collaborations with popular influencers, propelling collections into the viral news.
- Short, authentic and accessible formats, in contrast to traditional print campaigns or other networks.
- A storytelling centered on heritage and modernity, appealing to a younger audience while reassuring haute couture regulars.
- A pronounced recourse to visual innovation, notably through TikTok effects, augmented reality and the showcasing of artisan know-how.
The massive engagement generated by this content is inspiring other companies to explore the TikTok universe, as witnessed by the remarkable breakthrough by ACNE Studios. These dynamics resonate with the influence strategies of 2025, which prioritize raw creativity, direct interaction with the community, and constant renewal of formats.
At the same time, the influence of technological collaborations, such as the partnership between Ray-Ban and Coperni for connected glasses, is opening up new perspectives for the staging of luxury on social platforms (read our full analysis on ValueYourNetwork).
Influencers and breakthroughs on TikTok in Italy
The success of luxury brands can also be explained by the leverage effect of influencers. Italian content creators, whether red-carpet stars or rising Generation Z figures, actively participate in the growth and virality of videos, multiplying points of view and sharing their experiences live. One example is the remarkable effectiveness of influencers at fashion shows, such as those mobilized for the Cannes red carpet or to boost the visibility of new launches in the luxury-ready-to-wear sector (see our exclusive dossier).
The success of Italian luxury brands on TikTok thus boils down to an equation of transparency, visual audacity and community interactivity. This balance structures a new era of Italian luxury, fully connected to its digital fan base, while paving the way for pioneering collaborations aligned with innovation.
How Italian luxury brands cultivate loyalty and modernity on TikTok
One of the major strengths of Italian brands lies in their ability to combine heritage and innovation. They adapt their communication to the TikTok culture, while preserving their identity and historical roots. This skilful positioning attracts a broad, multicultural and intergenerational audience.
At the heart of their strategy, brands focus on :
- The use of authenticity, valuing the craftsmen, the creative processes and the passion behind each piece.
- Continuous innovation: for example, the integration of artificial intelligence into promotional campaigns, as shown by the collaboration between Meta Ray-Ban and Coperni (discover the impact of Meta Ray-Ban innovation here).
- Community involvement, through challenges that create viral resonance, such as the #DGFamily Challenge launched by Dolce & Gabbana, or contests inviting users to revisit the codes of Italian luxury.
Luxury brands also take TikTok's algorithmic operation into account. Personalized feeds, the ability to detect emerging trends, and the speed with which they capitalize on key cultural moments distinguish successful accounts from the rest. But audience loyalty can't be decreed: it's built up over time, through sincere interaction and co-creation of content with the community.
Another crucial element is mastering the rhythm and temporality of publications. From live fashion shows to exclusive teasers, timing and anticipation play a fundamental role, boosting engagement and giving the feeling of belonging to a privileged circle.
To give you a better idea of the mechanisms of attachment, here is a summary table comparing the different digital strategies adopted by some of the leading brands:
| Brand | Leading content type | Frequency of publication | Key collaborations |
|---|---|---|---|
| Dolce & Gabbana | Challenges, backstage, humor | High | Italian influencers, fashion designers |
| Gucci | Fashion trends, special effects | Average | Soccer players, pop artists |
| Versace | Behind the scenes, creative reels | High | Supermodels, two creative generations |
| Ferragamo | Slow motion, AI capsules | Low | Craftsmen, high-tech partnerships |
| Carolina Herrera | Fashion tutorials, designer interviews | Average | Fashion editors, French TikTokers |
By offering their public the chance to get involved in the creation of a shared digital universe, luxury brands succeed in instilling an unprecedented collaborative dimension. In this respect, the Italian houses are pioneers, multiplying their successes and constantly refining their strategy. They are also exploiting new platforms and functionalities such as the TikTok Shop dedicated to luxurywhich democratizes access to certain exceptional pieces and encourages circularity in the high-end sector.
This perfectly orchestrated network attracts the loyalty of a demanding, inquisitive public, ready to commit to brands that are both authentic and attentive to their aspirations. In this way, Italian fashion, though steeped in tradition, remains a melting pot of digital inventions and one of the most productive sources of audience capture in 2025.
The top 10 Italian luxury brands to follow on TikTok: commitment and prospects for 2025
Between the power of engagement and the strength of innovation, the top 10 Italian luxury brands map out the major social trends. An analysis of mentions, interaction rates and MVE volume reveals strong guidelines, inspiring industry players and digital fashion enthusiasts alike.
In pole position are :
- Dolce & Gabbana: no. 1 in engagement, pioneer in immersive brand content.
- Christian Louboutin and Christian Dior: a recognized aesthetic, coupled with effective, universal storytelling.
- ACNE Studios: a discreet but charismatic breakthrough focused on visual differentiation.
- Saint Laurent, Versace and Gucci: timeless references combining heritage and Gen Z trends.
- Carolina Herrera, Ralph Lauren and Ferragamo: pioneers in the diversity and transversality of digital partnerships.
In addition to the strength of organic content, the ability to adapt to the evolution of social tools clearly distinguishes the performance of these houses. Trends identified for 2025 suggest an acceleration of immersive formats, notably via augmented reality, as well as an increased focus on interactive personalization and AI-driven recommendations. Points to watch include:
- Democratization of sensorial marketing to make the buying experience more immersive (see the article on sensorial marketing in the luxury sector).
- Growth in international collaborations favoring the sharing of trends from one continent to another.
- Strategic use of Pinterest and LinkedIn to expand communities and generate cross-traffic (Pinterest AI study, LinkedIn and luxury fashion).
| Rank | Brand | TikTok special features | Subscriber volume | Campaign example |
|---|---|---|---|---|
| 1 | Dolce & Gabbana | Interactive challenges | +1,5M | #DGFamily Challenge |
| 2 | Christian Louboutin | Music x fashion mashups | 900K | #WalkInMyShoes |
| 3 | Christian Dior | Backstage & DIY | 850K | Dior Makeup Lab |
| 4 | ACNE Studios | Visual experiments | 200K | Capsule Digital |
| 5 | Saint Laurent | VR fashion shows | 850K | Virtual Front Row |
| 6 | Versace | Multiple personalities | 1M | Versace Icons |
| 7 | Gucci | AR fashion effects | 1,1M | Gucci Filters |
| 8 | Carolina Herrera | Making of & Tutorials | 300K | Herrera Experience |
| 9 | Ralph Lauren | Captures lifestyle sport | 350K | Polo Vibes |
| 10 | Ferragamo | Focus on crafts & AI | 250K | Ferragamo AI Editions |
Italian brands are following in the wake of flamboyant digitalization, setting the tone for future social strategies. Their ability to unite international audiences, while embodying the quintessence of refinement, places Italy at the forefront of connected fashion. To explore the panorama of the new voices of luxury and their appropriation of social codes is also to immerse yourself in an immersive experience where innovation, intuition and creativity are the watchwords.
To take things a step further, you can discover the cross influence of these brands on Instagram, TikTok and YouTube (complete file on ValueYourNetwork), or explore other marketing trends through the French influencers emerging in this ultra-digitized world (consult the ranking).
FAQ on the top 10 Italian luxury brands to follow on TikTok
What are the main Italian luxury brands to follow on TikTok in 2025?
The leading Italian luxury brands to follow on TikTok in 2025 are Dolce & Gabbana, Gucci, Versace, Saint Laurent, Ferragamo, Christian Louboutin, Christian Dior, ACNE Studios, Carolina Herrera and Ralph Lauren. They dominate in terms of creativity and commitment to the network.
Why are Italian luxury brands so influential on TikTok?
Italian luxury brands are influential on TikTok thanks to their innovative content, their collaborations with influencers and their ability to combine tradition and modernity, which appeals to the connected generation.
How does Dolce & Gabbana maintain its leadership on TikTok?
Dolce & Gabbana maintains its leadership on TikTok through creative challenges, behind-the-scenes coverage of its fashion shows, and regular collaborations with famous Italian and international influencers.
What content formats do Italian luxury brands prefer on TikTok?
Italian luxury brands favor short, interactive, behind-the-scenes videos, tutorials and community challenges to engage their audiences and generate buzz.
Does the adoption of AI influence these brands' TikTok strategies?
Artificial intelligence plays a key role in the innovation of the Italian brands' TikTok campaigns, notably through augmented reality, precise targeting and personalization of the user experience.
Which influencers are collaborating with the big Italian houses on TikTok?
Italian content creators from fashion, lifestyle and entertainment collaborate with luxury brands, amplifying their reach and generating viral interactions.
Does our presence on TikTok boost the international reputation of Italian brands?
An active presence on TikTok enables Italian brands to reach new markets and expand their audience far beyond Europe's borders.
How are Italian luxury brands integrating sensorial marketing on TikTok?
Italian luxury brands exploit sensory marketing on TikTok via immersive videos, featuring sounds, materials and unique visual experiences that stimulate engagement.
What innovations can we expect to see in the TikTok strategy of Italian luxury brands in the future?
Over the next few years, major innovations will focus on the use of augmented reality, data intelligence and the co-creation of content with the community, to reinforce engagement and differentiation.
Where can I find detailed analyses of Italian luxury brands and TikTok?
Detailed analyses are available on ValueYourNetwork, the specialist for influencer marketingwhich offers studies on trends, flagship campaigns and the digital impact of Italian luxury brands.
When you choose ValueYourNetwork for your influencer campaigns, you benefit from solid expertise in digital marketing and in-depth knowledge of social networks since 2016. With hundreds of successful campaigns and a unique network linking influencers and major brands, ValueYourNetwork is the ideal partner to propel your image and connect your universe to international audiences. Would you like to join the ranks of luxury leaders on TikTok? Contact us today to build a customized strategy tailored to your brand's ambitions.