The Social Behaviour of a Modern Luxury Brand: Authenticity Over Perfection

Today, luxury brands like Burberry, Jacquemus and Loewe are embracing a more lo-fi, authentic approach to social media that resonates with younger, more engaged audiences.

How can luxury brands effectively navigate this shift without sacrificing their premium image? The answer lies in pairing authentic, user-generated content (UGC) with high-end, compelling storytelling. 

The Rise of Lo-Fi Content in Luxury Marketing

Traditionally, luxury brands have prided themselves on maintaining an air of exclusivity, often using perfectly staged, editorial-style imagery. However, the rise of social media platforms like TikTok and Instagram has brought an influx of more "real" content that feels relatable and down-to-earth.

This shift toward lo-fi content is not a compromise on quality - rather, it’s a way for luxury brands to build deeper connections with their audiences by showing the human side of the brand. This ditches the traditional over-polished productions for content that is raw, for example, behind-the-scenes glimpses that reflect the authenticity of the brand.

Burberry, the iconic British fashion house known for its timeless trench coats, embraces a fun, creative, and unfiltered style of social media. Their social media posts are not just about showcasing products - they bring in a more playful and diverse approach that resonates with Gen Z and millennials, while still aligning with the luxury status. 

They recently featured Grime Gran (a viral TikToker) in their campaign, showing the power of storytelling through simple, relatable moments. The combination of authentic content with the brand’s luxury aesthetic is what made this campaign successful.

Jacquemus made a statement by deciding to shoot their Spring 2025 runway show exclusively on iPhone. This unconventional choice blended originality with luxury, showing that high-quality visuals and premium storytelling can still be achieved with accessible technology.

The raw, intimate footage captured the essence of the collection, proving that even luxury brands can embrace a more relatable, real-world aesthetic while maintaining their upscale image. This not only resonated with their audience but also kept their brand feeling fresh and relatable.

UGC: A Powerful Tool for Expanding Reach

The beauty of lo-fi content lies in the ability to build trust through genuine interactions. User Generated Content has become a cornerstone of modern digital marketing. For luxury brands, UGC is a game-changer when it comes to organic engagement, brand reach, and customer loyalty.

By embracing UGC, brands are encouraging real customers to showcase their personal experiences with the product - whether it’s an unboxing video, a behind-the-scenes moment, or simply a day-in-the-life story of a customer using the product. This not only gives a sense of ownership but also allows the brand to foster a more inclusive, community-driven approach.

Take Loewe’s collaboration with TikTok creators, for example. Loewe took a unique approach by pairing with creative influencers to produce videos that felt authentic while still maintaining the high-end aesthetic. 

Loewe understood that UGC doesn’t mean sacrificing elegance. Instead, they merged premium storytelling with influencer-driven content to craft an authentic yet luxurious message. The result was elevated engagement and a stronger connection with a younger demographic that values both authenticity and premium quality.

How to Curate UGC That Aligns with a Luxury Aesthetic

So, how can luxury brands encourage UGC while still maintaining a sense of exclusivity? Here are some key tips for curating user-generated content that fits with your luxury aesthetic:

1. Set Clear Guidelines Without Over-Controlling the Creativity.
   While you want to encourage UGC, it’s essential to set clear boundaries that preserve your brand’s identity. Provide specific guidelines on how customers should represent your brand, but allow them room to add their own creative spin. This balance keeps the content fresh, while also ensuring it aligns with your luxury values.
2. Leverage Influencer Partnerships.
   Work with influencers who embody your brand’s ethos to create authentic yet curated content that feels personal. Their followers will often trust their word more than a branded ad, making them an effective channel for spreading UGC. Pairing influencers with luxury products allows you to showcase a high-end image without being too polished.
3. Engage in Real-Time Conversations.
   Responding to UGC and engaging with your audience directly humanises your brand. Comments, shares, and reposts should feel personal rather than robotic. This interaction not only enhances your brand’s community but also builds trust.
4. Focus on Storytelling.
   Even with lo-fi and UGC, make sure the content tells a compelling story. Whether it’s a heartfelt testimonial or a funny unboxing video, the most successful luxury lo-fi campaigns are those that combine authentic experiences with an emotional connection.
5. Embrace Authenticity.Luxury does not have to mean perfection. In fact, some of the most successful luxury campaigns showcase the raw, human moments of using their products. By embracing authenticity, you make your brand more relatable and accessible - without losing its premium appeal.

The Future of Luxury Social Media

As consumers grow more conscious of brands’ authenticity, embracing lo-fi, user-generated content is proving to be one of the most effective ways to build meaningful relationships in the luxury market. Burberry, Loewe, and Jacquemus have shown that when luxury brands lean into authentic storytelling, creativity, and social engagement, they open themselves up to new audiences while preserving their identity.

In an age where luxury brands are seeking to connect with younger generations, leaning into authentic, UGC-driven content will be the key to staying relevant. It's about telling the story of your brand in a way that feels natural, relatable, and real - while still maintaining the premium aura your customers love.