The designers and the big luxury fashion brands Not only are they resorting to the parades to show off their new collections, but they are also trusting LinkedIn to publicize your proposals. The professional social network is consolidating as a way for this type of companies for connecting with a premium consumer and high economic profile.

According to data shared by the platform itself, 85% of luxury brands are already present on LinkedIn, where their publications not only focus on the dissemination of corporate news, but also on the promotion of their products. Signatures like Louis Vuitton, Cartier, Chanel or Jacquemus They regularly share the pieces of their new collections through this social network, as they would also do on Instagram, which presents a more commercial character.

Retransmissions of fashion parades on LinkedIn

But their communication strategy goes further, and they have made the live broadcast of the parades A fundamental piece. Moreover, from LinkedIn it points out that these types of events have multiplied by five in the last three years. The trend, however, woke up in 2019 when Louis Vuitton began to trust the social network to present his live collections.
According to a case study created by the platform, during the first four parades on LinkedIn Live, Louis Vuitton managed to increase the number of its subscribers by 45%, from 940,000 to 1.36 million. The brand now has 2.8 million followers.

The most recent retransmission of Louis Vuitton was held on January 21, and supposed the presentation of the autumn-winter proposal for men, under the vision of Pharrell Williams, creative director of the male collection. The parade could be followed live through LinkedIn and the brand’s website.

Without going any further, yesterday, March 3, Dior He also presented his autumn-winter collection for 2025-2026 live through the platform. And before, five months ago, Balenciaga He also turned to this format to show his summer collection for this year.

After this, other brands followed the trend with the intention of Connect with a consumer interested in the luxury industry. According to LinkedIn data related to 2023, one in five users of the platform planned to acquire luxury products next year. In addition, 37% had done so in the last year and 69% in the last five years.

As Stephanie Barret has shared this month, a global luxury manager in LinkedIn, 67% of the luxury purchases They occur after promotion or a change of work. “High -end fashion, which was previously reserved for fashion magazines and exclusive shop windows, is now giving bold steps in the professional world, just where professional milestones and luxury purchases collide”; He has commented. “Luxury is not just aspirations, but of time, influence and connection. And LinkedIn is where that magic occurs”

Fashion seeks a premium consumer

The commitment of luxury firms for LinkedIn has captured user attention. The platform points out that between 2023 and 2024 the total number of followers among the ten main luxury brands grew by 17%. Barret assures, as collected Fast Companythat fashion is linked to Self -expression and through LinkedIn can connect with the ambition of users by Build a professional identity.

LinkedIn’s brand performance is also transferred to their managers. As reflected in an analysis of the AmazingConnt influence marketing firm, the Interaction with leaders luxury brands It is three times greater than the interaction with those of companies not related to luxury within the French stock index SBF 120.
In addition, he points out that LinkedIn is the preferred platform by managers of the luxury category, since 70% of the interaction with the luxury content is carried out on the platform, compared to 20% Instagram and 10% of X.

From LinkedIn they argue that the platform offers the resources to build a solid brand narrative, Among them, live broadcasts, authorized voices of the industry and interactive content to show crafts, tradition and innovation from which luxury firms show. All this to approach a Consumer with high purchase intention.

The trend reflects both a change in the perception that users have of LinkedIn, not so strictly linked to the professional and increasingly open to issues more linked to leisure and entertainment; as a change in luxury brands strategies. These are looking for refine your marketing efforts carrying their messages and products to more favorable contexts for them, especially in a context marked by economic uncertainty.