LMH Luxe List: August London Diary

From wellness supplements to sustainable fashion – our LMH Luxe List rounds up what’s on our to-do list for the month of September…

REBEL: 30 Years of London Fashion at the Design Museum

Launching in sync with London Fashion Week, this landmark exhibition will stand as one of the UK’s most extensive explorations of contemporary fashion culture to date, sponsored by Alexander McQueen. It will provide an unparalleled insight into the pathways through which careers in fashion are shaped and the abundant array of opportunities that London’s fashion landscape presents to emerging creative talents.

Highlights include the swan dress controversially worn by Björk at the 2001 Oscars, Harry Styles’ Steven Stokey Daley outfit from his video for ‘Golden’, and Sam Smith’s inflatable latex suit by HARRI from this year’s BRIT Award

Book now

Clinique La Prairie: Holistic Health Supplements

Award-winning spa-clinic, leader in longevity since 1931, Clinique La Prairie offers the most advanced health and wellness programs, in absolute luxury. Their exclusive holistic approach combines leading preventative medicine and well-being with bespoke lifestyle and nutrition plans, led by 50 medical specialists and a team of holistic experts.

Clinique La Prairie’s Holistic Health are longevity supplements that go beyond basic wellness support to target the complexity of the body and of ageing mechanisms.

From their ‘Age-defy’ supplements for regeneressence immunity to ‘Purity’ for daily detoxes, discover the collection of advanced holistic health supplements below.


Bébé Bob, Soho

Congrats to Bob Bob Ricard who is not just celebrating 15 years of Soho excellence (the original BBR opened in 2008), but also welcoming a bonny newborn. Bébé Bob will offer up a mini menu of rotisserie chicken served tableside with spectacular sides such as truffle fries and sautéed kale, as well as a crafty caviar selection. Wines will be the finest known to humanity, and, naturally, there will be lashings of champagne.

Learn more

111SKIN: Intensive Collection

111SKIN has introduced their newly reformulated ‘Intensive’ collection, powered by Black Diamond Technology and advanced youth-boosting actives, this collection is your new secret to a radiant, age-defying glow.

The renowned Repair Serum NAC Y²™ has been upgraded with Dr Yannis Alexandrides’ enhanced reparative complex. Formulated to help restore skin health and instantly improve hydration, the new formula rapidly rejuvenates skin. Powered by encapsulated NAC, this serum helps to plump and smooth your skin, leaving it looking younger with a healthy glow.

Buy now

David Morris: Love and Commitment Collection

Established in London in 1962, David Morris – The London Jeweller is renowned for creating breath-taking pieces of flawless design, each individually crafted to showcase the rarest and most valuable gemstones, and sought by jewellery connoisseurs the world over.

The David Morris collection of luxury wedding jewellery showcases meticulously crafted, custom-designed pieces adorned with exquisite white diamonds, select gemstones, and precious metals. Spanning from engagement rings and wedding bands to eternity rings and complete wedding jewellery sets, the Love and Commitment collection epitomizes timeless elegance with a touch of romantic allure.

Discover the collection

Calm x Spotify

Calm and Spotify have teamed up for the first time to offer a variety of Calm’s transformative content, designed to support people on every step of their mental health journey, on Spotify’s platform.

The eleven carefully curated Calm shows on Spotify are designed to support mental well-being and help people sleep better, reduce stress and anxiety, and build mindful habits.

Content includes some of Calm’s most popular Sleep Stories, meditations, mindfulness exercises, and more. Spotify users can now learn from Calm voices including Jay Shetty, Camila Cabello, Mel Mah and others.

Learn more

Ninety Percent

In recent years we have seen a significant shift in consumer preferences and values with ‘Quiet luxury’ being a key trend that has picked up significant momentum. 

Ninety Percent was founded in London in 2018, born of the friendship between Para Hamilton and Shafiq Hassan with a focus on sculpting quiet luxury clothing, cut in the finest sustainable materials and selected to have the lowest impact on our environment. Designed for longevity and made with purpose. 

Each year, they will share 90% of their distributable profits between the people who make their collections happen and five charitable causes.

Discover more

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LMH Luxe List: August London Diary

From summer essentials to seasonal dining – our LMH Luxe List rounds up what’s on our to-do list for the month of August…


DIVA at V&A South Kensington

The ‘DIVA’ exhibition honours the immense power and boundless creativity exhibited by iconic performers. It delves into the captivating realm of ‘diva,’ reshaping and redefining its significance as it has evolved over the years in opera, stage performances, popular music, and film.

Originating from the Latin terms ‘deity’ or ‘goddess,’ the notion of a ‘diva’ has undergone a fascinating evolution, embracing a tapestry of richness and intricacy. This captivating journey begins by delving into the world of 19th-century opera stars and 20th-century silent-screen sirens. It then delves deeper, exploring diverse dimensions of divadom. This exploration encompasses the cultivation of images by Hollywood icons like Elizabeth Taylor and Bette Davis, the impassioned activism of artists such as Billie Holiday and Miriam Makeba, and the business acumen demonstrated by Dolly Parton and Beyonce.

Book now


LOEWE Font Tote

As we embark on our summer getaways, it is crucial to bring along a spacious tote for all your essentials. The Loewe Font Tote fits the bill perfectly as it boasts a cuboid design woven entirely in raffia with the iconic LOEWE signature.

With its spacious interior, the LOEWE Font Tote provides ample room to carry your summer essentials, making it a practical choice for everyday use. The bag’s well-designed structure and sturdy handles ensure both comfort and ease of carrying.

Buy now


Fine dining at Harvey Nichols

Harvey Nichols offers a delectable array of summer menus, thoughtfully curated with the finest seasonal produce, complemented by refreshing spritzes ideal for alfresco dining. Whether you seek an elegant dining experience or a casual outing, their fine dining options cater to every occasion this summer.

From outdoor dining with a Caribbean touch at the Puerto Rico Terrace to the airy Fifth Floor Café and Terrace for a quick bite, the iconic store houses a variety of restaurants and bars that cater to every taste.

Book now


Adaptive Tan Mist by OSKIA 

Whether you are going away for the summer or staying home, it is important to keep your skin nourished. OSKIA’s tanning mist is a super fine and refreshing mist with a unique skin conditioning, Tri-Phase formula.

This unique product uses naturally-encapsulated DHA for a deeper, longer-lasting tan and boosts your skin’s melanin production for a natural, protective tan. With a refreshing natural jasmine & mint scent, this product is ideal to mist over your face and body without having to rub in, for a streak-free, beautiful glow.

Buy now


Rimowa’s Summer 2023 Luggage

RIMOWA has released a slew of chic new hues of their Essential Check-In suitcase for summer 2023, all complete with the expert engineering it is known for. Featuring all the practical touches you would expect from the brand – TSA-approved locks, a multi-wheel system pioneered by RIMOWA and a telescopic handle to offer seamless stage-free adjustment for maximum comfort and manoeuvrability.

RIMOWA suitcases are the perfect investment for summer and a favourite among frequent travellers for their combination of style, durability, functionality, and status that ensures the highest possible travel experience.

Buy now


Prada Caffè at Harrods

Launched earlier this year and set to run until the end of 2023, the Prada Caffè within London’s Harrods store presents a delightful array of pastries within its vibrant mint-green surroundings. Infused with visual tributes to the renowned Milanese fashion label, the Prada Caffè showcases a harmonious interplay of black-and-white checkered flooring alongside the mint-green decor, with silverware elegantly embellished with the iconic Prada triangle motif.

In terms of the offerings, the café extends its services throughout the day, encompassing breakfast, lunch, dinner, delectable small bites, and an inviting aperitivo selection.

Learn more




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LMH Luxe List: July London Diary

From gallery reopenings to Wimbledon pop-ups – our LMH Luxe List rounds up what’s on our to-do list for the month of July…


National Portrait Gallery – Reopening 2023

In March 2020, the National Portrait Gallery closed its doors to undergo a major transformation – the biggest since the building opened 127 years ago.

After 3 years, they have now opened their doors again for the public with a lineup of major exhibitions including displays of pioneering female photographers, such as Yevonde, new work by David Hockney, paintings by leading Black artists and a first look at the intimate, never-before-seen portraits of The Beatles, taken by Paul McCartney.

Book now


Tiffany & Co’s Tennis Necklace

The tennis necklace is the latest piece of statement jewellery to invest in right now. A single row of diamonds not only oozes timeless elegance but also acts as the ultimate status symbol.

Tiffany & Co.’s take on the classic tennis necklace should be top of your list, featuring an 18k yellow gold accent that joins together multiple rows of round brilliant diamonds. A balance of clean lines and showstopping diamonds

Learn more


GrassFed by Paul Foster

This summer, the grass will be greener on the other side of Regent’s Canal as Michelin-starred chef Paul Foster will be launching his London debut, GrassFed, at the Hawley Wharf development in Camden.

Foster is known for his position at the helm of salt, a relaxed fine-dining restaurant that was awarded a Michelin star for its excellent modern British dishes.

The all-new concept, as the name suggests, will centre around serving up the best quality grass-fed beef. The menu will also reflect the team’s commitment to changing the narrative around meat consumption and industrial processing methods.

Opens July 2023

Learn more


STELLA by Stella McCartney

Launched in August 2022, STELLA by Stella McCartney consists of a concise range of products to embrace the same eco-conscious ethos that runs throughout her fashion line. The new skincare is based on her philosophy of using ‘only what you need’ and encompasses just three essential – and refillable – products, so everything serves a deliberate purpose.

Taking a well-rounded approach, the products are designed to address a wide scope of action and to create healthier-looking, radiant, smooth and supple skin, without the fuss. To do this, they use quality active ingredients that are clinically proven to work and are 99% natural.

Buy now


Louis Vuitton’s New Men’s Creative Director, Pharrell Williams

After the announcement of Pharrell Williams’ appointment as Creative Director at Louis Vuitton in February, his highly anticipated debut was showcased at Men’s Paris Fashion Week. Appropriately, the affair was bold, bright, and branded to the gills: peak Pharrell, in other words.

No shock that Pharrell’s first Louis Vuitton collection would be a mélange of his signature inclinations, from the flash of retro hip-hop style to sleek, contemporary tailoring.

Learn more


Wimbledon Week at Orchard Place

Experience the excitement of Wimbledon right at the heart of Westminster.

From Tuesday 11th to Sunday 16th July, Orchard Place will be the ultimate destination to catch all the action of the finals.

From 11 am to 7:30 pm, the matches will be broadcasted live on a big screen. Grab a seat in one of the numerous deck chairs and immerse yourself in the atmosphere of the championships. Whether you’re a tennis enthusiast or just looking for a fun afternoon in the sunshine, Orchard Place would be the perfect place for you.

Learn more




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LMH Luxe List: June London Diary

From social events of the year to summer pop-ups – our LMH Luxe List rounds up what’s on our to-do list for the month of June…


Royal Academy of Arts: Summer Exhibition 2023

The Summer Exhibition is back for its annual celebration of art and artists, run without interruption since 1769. This year, celebrated British painter David Remfry RA takes the reins as exhibition co-ordinator. Remfry’s Summer Exhibition will explore the theme Only Connect, taken from the famous quote in Howards End by E.M. Forster.

From prints, paintings, film and photography to sculpture, architectural works and more – by leading artists, Royal Academicians and household names as well as new and emerging talent.

13 June – 20 August 2023

Book now


Aviary London X Whispering Angel Terrace

Escape to the skies with Aviary X Whispering Angel.

Aviary London is taking rooftop bars to the next level in partnership with Whispering Angel & Rock Angel. Enjoy the ultimate escape above the city with sky-high views, rosé all day, seafood towers and heavenly installations.

​​Whether it be for parties, a date night, or a gathering with friends and family, Aviary’s Whispering Angel & Rock Angel rooftop will feel exactly like the rosé; premium, elegant, and a perfect fit for any occasion.

Learn more


Royal Ascot 2023

Royal Ascot is back from 20-24 June for thrill seekers and racegoers to come together and escape the ordinary and indulge in a week of celebration. Experience British tradition, elegance, and sporting excellence. It continues to captivate audiences from around the world, combining the excitement of horse racing with a unique blend of fashion, glamour, and regal splendor.

Immersed in a tapestry of heritage, the illustrious event stands as an unmissable social affair, revered as one of the most coveted gatherings of the year.

20 June – 24 June 2023

Book now


Wimbledon Championships 2023 

One of the highlights of the British sporting summer is increasingly coming into focus, with excitement building ahead of the 2023 Wimbledon Championships.

All eyes in the tennis world turn to SW19 and the All England Club in July, with Novak Djokovic and Elena Rybakina the defending champions in the singles’ draws. Beyond the intense on-court battles, Wimbledon offers a unique atmosphere characterised by its strict dress code, immaculate grounds, and the famous strawberries and cream delicacy enjoyed by spectators. The event’s traditions, such as players adhering to all-white attire and royal patronage, add an air of elegance and prestige to the tournament.

3 July – 16 July 2023

Learn more


Veuve Clicquot: Solaire Culture Exhibition

Experience the captivating journey of Veuve Clicquot’s Solaire Culture, an unprecedented global traveling exhibition making its grand entrance in London this summer. Prepare to be immersed in a rich tapestry spanning 250 years of the Maison’s heritage, ingeniously interpreted by nine visionary female artists who draw inspiration from the pioneering and entrepreneurial spirit of Madame Clicquot herself.

Step into a world where time transcends, and allow yourself to be transported through Veuve Clicquot’s remarkable cultural footprint, spanning from its inception in 1772 to the vibrant present day. This extraordinary voyage is uniquely viewed through the creative lens of an all-female team, showcasing their artistic prowess and innovative vision.

Delve into this remarkable celebration of heritage and contemporary artistry, where each stroke and installation invites you to embrace a world of vibrant possibilities and inspirational moments.

Until October 2023.

Book now


Dua Lipa X Versace ‘La Vacanza’ Collection

Donatella Versace and Dua Lipa join together to design the Versace High Summer “La Vacanza” women’s collection.

While luxury brands enlisting celebrity ambassadors is nothing new, a star being invited to explore a house archive and have a hand in actually designing a collection is something else entirely. This collaborative venture showcases the unique synergy between Dua Lipa’s vibrant personality and Versace’s bold aesthetic. The collection is a testament to their shared passion for pushing boundaries, embracing individuality, and making a bold statement through fashion.

View collection 




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LMH Luxe List: May London Diary

From street parties to royal exhibitions – our LMH Luxe List rounds up what’s on our to-do list for the month following King Charles’s Coronation this past weekend…


Coronation Exhibition at Westminster Abbey

Westminster Abbey is the nation’s Coronation Church and this new exhibition in the Chapter House will reveal the key elements of the royal ceremony which has taken place at the Abbey for nearly a thousand years.

Featuring historic illustrations and archive photography, this exhibition is for anyone who would like to find out what a coronation is and to understand its ceremonial, regalia and objects.

Until September 2023.

Book now


Coronation Collection by Fortnum & Mason

Introducing our Coronation Collection: an exclusive selection of extraordinary things to eat, drink and keep, created especially to mark this historic occasion.

The Coronation of Their Majesties King Charles III and Queen Camilla is a time for celebration, reflection and delicious exploration – and the stories we’ve collected for you to read and watch in our Coronation Library are sure to evoke those same feelings in abundance.

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The Stage at The Londoner

Experience Royal Treatment in Celebration of The King’s Coronation at a pop-up martini bar at The Londoner’s luxury bar, The Stage.

A variety of royal-worthy cocktails will be on offer, featuring a tribute to the late Queen Elizabeth II’s favourite drink. A specialty room package allows visitors from further afield to soak up the atmosphere and includes an exclusive royal walking tour, available from Thursday 20th April until Thursday 18th May.

Book now


Crown to Couture at Kensington Palace

Red-carpet couture and historic royal fashion will collide next spring in a fascinating new exhibition at Kensington Palace – the largest ever staged there. Entitled Crown to Couture, the installation will feature everything from a Met Gala gown worn by Lizzo to glittering regal dresses worn at 18th-century Georgian court.

The palace, itself famously a stage for historic royal fashion, will open up the doors to its beautiful state apartment rooms, in which visitors will find more than 200 objects on display, including a whole host of dazzling dresses and gilded gowns. The exhibition will follow everything from the preparation and styling required for certain events, as well as the ‘fashion rules’ that must be followed, to the final grand arrivals at both royal court and the red carpet. Ticket-holders will learn the lengths that stars and royals go to to get noticed, as well as the more subtle messages that clothing can deliver, and discover sources of design inspiration for designers and couturiers.

Featuring over 200 items from ball gowns to court suits and handbags to jewellery, this brand-new fashion exhibition for 2023 draws fascinating parallels between the world of today’s red carpet and the Georgian Royal Court in the 18th century.

Until October 2023.

Book now



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LMH Luxe List: April London Diary

From the latest fashion collaborations to experiential food workshops – our LMH Luxe List rounds up what’s on our to-do list for the month…


After Impressionism: Inventing Modern Art at The National Gallery

The National Gallery has opened an exhibition on the post-impressionist movement featuring art created between 1880 and 1914 – a pivotal time in history leading up to the First World War. The exhibition celebrates three giants of the era: Paul Cézanne, Vincent van Gogh, and Paul Gauguin.

You’ll also find over 100 works by artists including Klimt, Kokoschka, Matisse, Picasso Mondrian and Kandinsky. Tickets start from £24 until August 2023.

Book now


Experiential Food Studio at Fortnum & Mason

Fortnum & Mason has refurbished the third floor at its 181 Piccadilly address to create an experiential hub dedicated to food and drink, which will open to the public on 31 March 2023.

On a mission to showcase every corner of the culinary world, the purpose-built Food and Drink Studio will play host to customer workshops, live cooking demonstrations and experimentation.

Learn more


Sensory Sleep at Pan Pacific London

Luxury hotel Pan Pacific London has launched a new programme to ensure its guests get the best night’s rest.

Exclusively available in the hotel’s beautiful suites, the programme features a plethora of sleep-boosting amenities, beginning with a customisable bed and a range of additional services to enhance relaxation, from yoga and meditation to luxury bath products and specially curated dining options.

The Sensory Sleep Package will be available to book from 31 March to 31 December 2023.

Book now


The New Cartier Tank Américaine

Cartier is refreshing the Tank Américaine, one of its more modern takes on the Tank shape. The new-for-2023 Tank Américaine lineup includes 11 total watches across three sizes: mini, small, and large.

Cartier’s popularity over the past few years has been largely thanks to its small, thin dress watches, and now it’s updating the Tank Américaine to better fit this mold. To be sure, the new Américaine still carries the largest profile of the Tank collection, but everything’s been slimmed down and refined.

Discover the collection


Beyoncé x Balmain: Renaissance Couture

Balmain has collaborated with Beyoncé to create their first-ever couture collection. Inspired by Beyoncé’s international sensation RENAISSANCE, the collection features 16 iconic designs corresponding to the hit album’s track list.

Alongside these details are some exclusive edited notes from Rousteing on the shape and context of their collaborative connection.

Discover the collection


Raye Beauty Edition in Notting Hill

raye the store, a unique digital and physical space for food, drink and wellness brands, is opening a pop-up in Notting Hill this spring to showcase a hand-picked selection of emerging and coveted brands across skincare, body-care, haircare and wellness.

The pop-up will also feature a private workshop space where visitors can book hair consultations with Shedid & Parrish and mini facials with The Face Planner, as well as weekly complimentary services like panel discussions and brand talks until April 2023.





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Why Instagram Reels are an essential part of a strong marketing strategy

Instagram Reels are a great way to increase your engagement on the platform. They provide an opportunity to share short, dynamic content that can capture the attention of your followers and potentially attract new ones. The algorithm prioritises reels, therefore pushing your reel content to more users than it would still images or carousels. 

This leads to more awareness for your brand and what you are featuring in the video. If done correctly, you could also push people to your link in bio to make a purchase, sign up, or other desired call to action for your business.

Reels can also help you create more meaningful connections with your audience by allowing you to showcase your brand personality and humanise your brand all around. In this day and age, consumers want to be treated like human beings and individuals and not another sale to add to your business.

In order to meet this demand and create relationships and communities in the digital space, it is crucial to take advantage of the Instagram algorithm and reel content to succeed and connect with your audience.

Why should you post reels?

  • Reels get 22% more interaction on Instagram than standard video postings in a carousel
  • Reels have 2 billion Monthly Active Users
  • 91% of Instagram Users watch Instagram Videos Every Week
  • According to Meta, Instagram Reels ads can reach up to 675.3 million people
  • Since the introduction of reels in 2020, the Instagram algorithm has continued to favour reels
  • Data from Meta shows that approximately 200 millions users look at the explore page daily, making it an excellent tool for increasing engagement and expanding your reach.

[Source: Influencer Marketing Hub]

At LMH, we specialise in content and provide the tools to create storytelling content that can describe and visualise your service or product in an engaging and succinct way. Some of our recently produced reels below:


LMH Luxe List: March London Diary

From luxury home accessories to latest wellness and immunity workshops – our LMH Luxe List rounds up what’s on our to-do list for the month…


The Morgan Stanley Exhibition: Peter Doig at The Courtauld Gallery

The Morgan Stanley Exhibition: Peter Doig presents an exciting new chapter in the career of one of the most celebrated and important painters working today. It is the first exhibition by a contemporary artist to take place at The Courtauld since it reopened in November 2021 following its acclaimed redevelopment.

The exhibition is sponsored by Morgan Stanley. Supported by Kenneth C. Griffin and the Huo Family Foundation, with additional support from the Art Mentor Foundation Lucerne.

10 February – 29 May 2023

Book now


The ArtSpace Café, Claridge’s

Claridge’s has opened the doors to its first-ever café. The ArtSpace Café, which has its own dedicated entrance on Brook’s Mews, will be open daily for breakfast and lunch. 

With interiors by British designer John Pawson, the café features a patisserie counter, marble communal tables and entry down to Claridge’s ArtSpace — a vast gallery with rotating exhibitions, free for all to view.

Learn more


Immunity Herbal Workshop with herbalist and founder of Labtonica, Kitty McEntee

Join herbalist and founder of Lab Tonica, Kitty McEntee, for an evening of herbal exploration and remedy creation to help support the immune system. 

Spring is on its way and as the seasons change so too do our bodies; but we can help boost our vitality and immune system with seasonal plants and herbs. In this workshop you will get hands on with seasonal medicinal plants, learn how to identify them and create your own remedies. You will be guided through an immersive herbal workshop creating immune supporting herbal infusions, a healing throat spray and herbal tinctures to take away with you. And of course there will be a gorgeous Lab Tonica goodie bag.

Book now


The Success Myth by Emma Gannon

Emma Gannon has been a beacon of common sense for most millennials. Her next book, The Success Myth, unpicks the most commonly held myths about what it traditionally means to be successful, from money to happiness to ticking society’s ready-made boxes.

The Success Myth will give you the belief and tools to walk away from ‘having it all’. A manifesto to craft work (and life) on your own terms, it encourages you to be honest about what truly sparks your interests, and helps to uncover your individual path to a truly fulfilling life, whatever that may look like.

Pre-order now


Burberry A/W 23: Daniel Lee’s Debut Collection

Burberry’s new chief creative officer, Daniel Lee, has unveiled his first collection, which had a youthful energy with clear links to its heritage. Daniel is an award-winning designer and one of the most exciting British creative talents of his generation. From 2018 to 2021, Daniel served as Creative Director at Bottega Veneta, where he helped reinvigorate the Italian luxury brand. 

Lee’s debut was one of the most anticipated for the Autumn/Winter 2023 season, expected to usher in a new era for Burberry, remaking it in the aftermath of the Riccardo Tisci era.

Discover more


British Vogue x Snapchat Immersive Exhibition

Vogue x Snapchat: Redefining the Body, curated by Edward Enninful OBE, is a groundbreaking collaboration between Vogue and Snap Inc. that illustrates how augmented reality can advance the realm of physical fashion, amplifying and transforming clothing designs through innovative digital experiences. 

The exhibition debuted in June 2022 at the Centre d’art La Malmaison in Cannes, and opened for its second iteration in Central London on 18th February 2023, with an exclusive event at London Fashion Week.

(Until March 5)

Book tickets


Zodiac Boxes by LINLEY

LINLEY have launched Star Gazers, beautifully crafted Zodiac Boxes in Bolivar, Koto, and Birch veneer with a fine marquetry detail on the lid representing each of the Zodiac star signs.

The boxes have a Walnut lined internal base, engravable plaque and a hinged opening, and they make for an ideal keepsake box for all ages.

Discover the collection




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The Future of Luxury Marketing

Luxury goods consumers are increasingly active on the web, as are high-end brands, which are continually strengthening their online presence and luxury retail marketing strategies. In this article, we take a look at digital trends and the future of the luxury goods market.

Luxury Retail: What it is and What it offers Consumers

Digitalisation of the luxury market, as well as of every other sector, is increasingly rapid and ultimately unstoppable. To give an idea of how the luxury consumer landscape has changed, the average age of luxury goods buyers is much lower: by 2025 it is expected that those born between 1991 and 2012 (i.e. “Millennials” and “Generation Z”) will cover more than 40% of the total luxury goods market. As a result, purchases will increasingly shift to mobile devices – smartphones, first and foremost – while still maintaining a high spending capacity per individual.

The luxury market is also expanding geographically, especially to the East. Chinese luxury consumers are projected to be 40% of the total luxury market by 2024, while Europe will be left with only 20%. This change in target audience has, and will have, repercussions on luxury retail marketing strategies, which must adapt to follow the new needs of luxury consumers. Namely: an impeccable shopping experience, which, in 65% of cases, is carried out in-store, a uniform brand image, and attention to issues related to sustainability – both ecological and related to social impact. Cutting-edge technologies are also increasingly prominent in the luxury world, including those that improve and optimise the users’ shopping experience. Luxury retail marketing is focusing on ways to build consumer loyalty through an omni-channel approach, which we know is increasingly digital, but equally placing an importance on integrating physical reality and the virtual world.

Digital and Marketing

The sale of luxury goods is progressively taking place online, or at least it is increasingly linked to the opportunities offered by digital. This situation has given rise to a series of digital trends in luxury retail, which are changing the way consumers interact, and also expanding the luxury market. One of the most relevant developments, is Amazon’s launch of Amazon Luxury Stores – a private area of the platform available only to certain Prime subscribers in the US. Thanks to this new feature, haute couture brands will be able to show their garments through interactive 360-degree content via ‘View in 360’ mode, allowing users to view details online like never before. Amazon Luxury Stores have brought luxury to the US e-commerce universe and are about to expand into the UK, Germany, France, Italy and Spain. In addition to this definitive move into the world of e-commerce via Amazon, many haute couture brands have also launched themselves into the virtual world, the Metaverse. But the new trends in the luxury market don’t end there.

Luxury and Social Media

We are all aware of the presence of luxury on social media and the virtual world with more and more high-fashion brands leading the industry. But the art market is now consolidated in the Metaverse too, thanks to NFTs and crypto art.

The World of Luxury on Social Media

The integral role of digital is nothing new, just as the importance of the Metaverse, is not new. This is evidenced by both the growth of the luxury real estate market in the Metaverse and the investments of the most famous fashion brands in the virtual world, culminating in Metaverse Fashion Week.

Focusing, however, on the aspect of communication and marketing, it is important to emphasise the weight that social media plays today in the strategies of brands operating in the luxury market. Social media are decisive for luxury brands to evoke emotions and engage the public in a genuine and spontaneous way, less formal and elitist than the communicative traditionally used in the luxury segment. Today, the interaction between the brand and the user on social media has become central to the marketing strategies of luxury brands, as has the creation of digital content in collaboration with celebrities and influencers, which are a common tool for increasing the popularity of brands, especially in specific market segments such as the younger generation.

Thus, luxury communicated through social media brings the user to the center, as a co-creator of content within a virtual community centered on a specific brand, where consumers are not just recipients of a message, but interact and form an opinion that contributes to the brand’s own business decisions. Luxury brands can amplify and enhance their communication, get a realistic view of the market, receive additional support for product development, strengthen the relationship with existing customers and increase their loyalty, as well as have access to all the data voluntarily provided by the users. Confirming this trend is some data referring to Twitter where, as early as 2020, 86 percent of users were interested in viewing more content from brands in the industry, and in 2021, there were more than 400 million views of Live Fashion events broadcast on the platform (about 250 million more than the previous year). Luxury brands that have live streamed on Twitter include Louis Vuitton, which boasts more than 9.3 million followers, as well as Balenciaga, Prada, and Hermès, already pioneers in the Metaverse.



Digital Trends

Many luxury brands are already present in the Metaverse, including Gucci, Dolce & Gabbana, Balenciaga, Louis Vuitton, and Moncler. These high-fashion brands testify to how the luxury market in the virtual world is already flourishing, thanks in part to the many VIPs who have pioneered the purchase of virtual products signed by famous brands. Indeed, in recent months, the Metaverse has become a theater for selling and buying luxury items, but the growth trend of the fashion and design industry in the Metaverse is continuing exponentially, and is set to go on without slowing down. And there are several examples of this trend. One is the rush to Web3 adoption undertaken by Gucci with its two NFT collections launched in 2022 and the announcement of the inclusion of cryptocurrencies as a payment method for its products. This second aspect is a really important step, as it will allow Gucci to unite its digital Web3 community with its physical ones, as well as facilitate various marketing strategies and facilitate the fight against counterfeiting, thanks to initiatives such as “#GucciGram” on Instagram or the “FAKE/NOT” collection, which is at the center of an awareness campaign on the issue.

But there is another Italian haute couture giant that has launched itself decisively on social media, Fendi, which has chosen to use Tik Tok to reach the younger market segment, leveraging ad hoc content and partnerships with influencers beloved by the youth audience. Turning to French high fashion, it is impossible not to mention Chanel as an example of using all the different social channels for its communication. The French luxury brand is one of the most influential brands on social media in the luxury sector, thanks to optimising its content to fit each platform. This is how Chanel manages to create videos with millions of views (YouTube), to be at the center of industry narratives (Pinterest), and to publish iconic images of the brand and user-generated content (Instagram). In this way, the French luxury brand has managed to create its own unmistakable communicative language and, at the same time, retain its audience. From Gucci to Fendi, Chanel, Dolce & Gabbana, Balenciaga and Louis Vuitton, it is now evident how, albeit with different modalities and strategies, all brands operating in the luxury segment are present in the virtual and digital worlds, essential pillars for any brand that wants to succeed within the current marketing and consumer ecosystem.

NFTs and Cryptocurrencies

The growth of luxury digital trends also involves the art world, particularly with the phenomenon of crypto art and NFTs. In particular, the link between luxury brands and the virtual world is getting stronger, and it also passes through the world of NFTs and cryptocurrencies. Going back to mention social media and Twitter in particular, it is worth noting that the 2022 Twitter Trends Report found a 320% increase in conversations on topics such as the relationship between NFTs and fashion or collectibles.

For example, Dolce & Gabbana launched its NFT collection “Genesis” through a virtual discussion with Twitter Spaces, while Gucci chose Twitter to publicise its NFT collection “#10KTFGucciGrail” and launch “Supergucci” on Gucci Vault. In short, as also noted at Metaverse Fashion Week, the luxury fashion segment is expanding faster and faster in the virtual world, as are all business areas that are part of the luxury market. Indeed, experts expect rapid and exponential growth in the Metaverse, where more users are accumulating cryptocurrencies in their virtual wallets.



In conclusion, the luxury market is expected to continue growing in the future, and brands must be creative and agile to keep up with the ever-evolving market. In the coming years, luxury companies will need to embrace digital innovation both to drive an increasingly sustainable turnaround, to be able to effectively convey their heritage, and to develop new creativity by making luxury relevant, exciting, unconventional, engaging and experiential by knowing how to connect and exploit all current consumer touch points, from virtual and augmented reality to the Metaverse and NFTs.

[Source: Santandrea, Comité Colbert, Twitter Trends Report]

What is a brand strategy?


“People do not buy goods and services. They buy relationships, stories and magic.”

– Seth Godin, Entrepreneur & Best-Selling Author


There are many definitions of a ‘brand’. Often, when people talk about a brand, they are thinking of the physical mark or logo imprinted on something to identify the business that manufactured it. But a brand is also an emotional experience, strengthened or weakened through every interaction with that business; it is what people think, feel, and say about a business. With our purpose being to create meaningful connections between premium brands and high-net-worth audiences, we always start our client partnerships with a brand strategy.


Shaping Success

A brand strategy is a plan for the systematic development of a brand in alignment with a business strategy. A brand strategy helps our clients understand who they are and acts as a blueprint to help us express:

  • What a brand stands for (purpose, vision, mission, values)
  • What a brand does (tagline and value proposition) 
  • How a brand looks and feels (personality, voice, experience)

With a unified brand, everything from a client’s content, to its culture, to its core business is influenced. Indeed, when a company doesn’t know who it is, why it exists, what it believes in, or what it is trying to achieve, that company’s business suffers. 


Guiding Decisions 

Without a brand strategy a company makes business decisions that do not reflect the foundations of its reason for being, and hope that whatever marketing they do will work. Without a brand strategy, often a company’s teams can become fractured by disunity, confusion, and conflict, making it hard for employees to feel engaged and interested. When a company does not have cohesive brand messaging, marketing content tends to be inconsistent at best, and contradictory at worst. Ultimately this means a company can not carve out a discernible place in the market.


Future Fit Marketing

Central to a brand strategy is the brand vision and the brand mission. A brand vision is a future objective, a future state a client is ultimately working towards some day in the future. 

From an evaluation of stakeholder thoughts, company assets and market position, the brand visions we develop for clients help us create a differentiated visual identity and marketing campaign that will resonate with their customers; as well as energise and inspire everyone inside their company. Our brand visions contain unique adjectives and verbs that reflect a company’s world view, and this shapes the look and feel of a brand. 

For example, if a company’s vision communicates that it sees the world as a project and aims to make the world humane and democratic, then the brand identity will portray a personality that is about stability and control to provide structure to the world; and togetherness and belonging to be a connective force for good. If however a company sees the world as a problem with which it can and must cope through making a living and pleasing those who control its future (i.e. shareholders), then the brand identity will portray service and interdependence, safety and mastery.


Reflecting Reality

While a brand’s identity reflects a company’s future state and intention, it must also reflect the actual steps a company takes to move forward. 

A brand mission is present tense, why a company does what it does and who benefits from this work every day. The brand missions we develop for clients ensure we create visual identities and marketing campaigns that provide clarity and unity inside and outside a business, and drive a team forward to a clear destination. Indeed, a brand mission determines the way a company behaves and what it believes, and therefore when we translate this into marketing campaigns that align all touch points with our client’s company, cultivate relationships and ease communication.

For example, a client’s mission might be incremental in nature, which means it must exploit what works, focus on organic growth and appeal with existing customers. Our marketing campaign would therefore demonstrate existing ideas, ways and means a company uses, and serve to meet the needs of customers. Indeed, this type of content will be conservative and safe in tone and subject matter.

However, a client’s mission might be more radical in nature, which means it is keen to explore the new, explore inorganic growth and fascinate existing and new customers. Our marketing campaign would therefore celebrate the creation, discovery and acceleration of completely new ideas, ways and means, and serve to uncover unspoken demands customers might have. This type of content will be more progressive and expressive in tone and subject matter.


Adapting to Change 

Successful companies keep an eye on the market to assess whether it is the right time for a refresh or reinvention of a brand identity and marketing campaign. Marketplaces are increasingly turbulent and transformative, and that means brands need to be resilient, open minded and prepared for what happens next. A modern brand needs to inject emerging growth drivers like connectivity, sustainability, trust, simplicity, creativity, and digital into its vision and mission, and identity if it wants to stay relevant and meaningful.

Indeed, things change, and we find clients are adaptive if we give them a good enough reason to relook at how they engage audiences and possibly refresh their brand identity and marketing campaign. It’s important to embrace change and stay ahead in the transformative times we live in.

If you are nervous of a rebrand, evaluate the opportunity and risk of not staying relevant, meaningful and connected to the changing marketplace. Determine what precisely needs refreshing and redirecting (logo? name? look and feel? vision and mission?) and ask yourself if your brand currently sells a differentiated relationship with audiences, with a clear, compelling story, and full of magic that only your company can conjure.



Get in touch with our strategy and brand communications team to talk about your branding and marketing strategy by emailing hello@luxurymarketinghouse.com.

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