Luxury Brands See Major Media Impact from Creative Shifts in 2025

Creative director appointments and unconventional brand ambassadors have significantly impacted luxury brands in 2025, according to a year-end survey by Launchmetrics. The survey revealed that these shifts led to heightened media impact value (MIV) during a year marked by dynamic changes in the fashion landscape. Key figures, such as Katherine Knight, vice president of Launchmetrics, highlighted that the resulting conversations around these appointments and subsequent collections drove substantial engagement.

One notable example is the debut of Anderson at Dior, which generated more than $55 million in media impact value—accounting for over 96 percent of all shows during Paris Fashion Week. Knight emphasized that such outcomes underline the cultural influence creative directors wield, illustrating how their storytelling can immediately shape a brand’s direction.

The impact of these creative appointments was amplified by unconventional ambassadors. For instance, Harris Dickinson for Rhode and the dance routine associated with Katseye for Gap contributed to significant MIV, with the latter amounting to $19.6 million. Knight noted that approximately 77 percent of the impact stemmed from third-party mentions, showcasing the importance of strategic brand ambassadorships.

Fashion and Culture Merge in 2025

Knight pointed out that 2025 has been characterized by the merging of sports culture and fashion. A notable instance was Kendrick Lamar wearing Celine during the Super Bowl, which generated $4.6 million in MIV. Additionally, the U.K. activewear brand Adanola saw a boost in visibility after securing Kendall Jenner as an ambassador, resulting in $1.3 million in MIV.

In the footwear sector, the Puma Speedcat made headlines with its campaigns featuring Dua Lipa and Rose, generating $8.1 million in MIV. Furthermore, the anticipated release of “The Devil Wears Prada 2” led to significant attention for Gabriela Hearst, whose designs gained $1.4 million in MIV due to a viral moment involving Anne Hathaway.

Knight emphasized the ongoing relevance of brand ambassadorships, stating that they remain essential for enhancing visibility and cultural significance. She urged brands to adopt a more strategic approach to securing and leveraging these partnerships to maximize impact beyond their own media.

Trends and Shifts in the Fashion Sector

Despite the remarkable MIV generated by certain brands, Launchmetrics reported an overall decline of 2 percent in the fashion sector’s MIV. Premium brands experienced a drop of 4 percent, while luxury brands saw a decrease of 3 percent. Conversely, mass market brands exhibited resilience, achieving a modest growth of 1 percent as consumers increasingly sought budget-friendly options.

Social media played a pivotal role in shaping these trends, with Instagram accounting for 43 percent of overall MIV. TikTok, although contributing a smaller share at 9 percent, demonstrated a growth of 29 percent year-over-year, signaling a shift toward short-form, engaging video content. Knight noted that platforms prioritizing richer content are seeing increases in placements and value, emphasizing the need for brands to focus on strategic placements over mere volume.

In the beauty sector, mass market brands emerged as the clear winners, experiencing a growth of 10 percent in MIV. Similar to fashion, Instagram led the charge at 43 percent, while TikTok’s share grew to 22 percent, benefiting from a year-over-year increase of 35 percent. Influencers played a crucial role in driving cultural relevance, with Harris Dickinson contributing to $1.6 million in MIV as the first male ambassador for Rhode.

Knight urged brands with celebrity founders to look beyond these figures to achieve meaningful impact. She pointed out that Selena Gomez‘s posts for her Rare Beauty brand represented only 4 percent of its media impact in 2025, indicating that success also came from diversifying product lines and forging strategic partnerships.

Overall, the year 2025 has illustrated that innovative partnerships and strategic media engagement can yield significant returns. As brands prepare for the coming year, Knight anticipates a continued push towards engaging and immersive marketing strategies, underscoring the need for brands to adapt to evolving consumer engagement methods.