Specialist in brand language, artist, and linguist Jeanne Bordeau presents the annual observatory of luxury words that shape the trends in luxury brand language. Luxury brands strive to distinguish themselves through a strong identity, ensuring they stand out in the market. Guerlain’s Little Black Dress, for instance, celebrates its tenth anniversary by creating a new advertising campaign featuring Nancy Sinatra’s iconic song “These Boots Are Made for Walkin’,” which serves as a powerful anthem of female empowerment.
Luxury fashion has now entered the metaverse and is incorporating elements of art, spectacle, and rebellion. Brands are embracing “second-hand” items and even collaborating with solidarity fashion designers like Mossi Traoré. Technology plays a significant role in the digital luxury experience, but as brands draw inspiration from the streets and look towards the future, they also seek to anchor and reaffirm their identities, especially during times of war and crisis.
Each hotel in the EVOK collection exudes a distinct personality with strength and sobriety. The Brach hotel embodies offbeat luxury, while Cour des Vosges represents refinement and the French way of life. Nolinski, located near the Comédie Française, prides itself on a luxury that integrates art and culture seamlessly. The EVOK brand effectively communicates the connection between all its hotels, evoking a sense of luxury with a touch of “elsewhere.”
Brand ambassadors play a crucial role in helping luxury brands stand out. Renowned ambassadors add a touch of sensitivity and contribute to a brand’s identity. Roger Vivier, a shoe designer, understood this early on and collaborated with stars like Josephine Baker and Queen Elizabeth II. In the modern age, Cate Blanchett and Nicole Kidman continue to lend their star power to Vivier’s diamond-clad shoes. Similarly, brands like AMI and Jacquemus tell their stories through collaborations with Audrey Tautou, Catherine Deneuve, Pierre Niney, and Leïla Bekhti, solidifying their identities.
Luxury brands also pay attention to the small details that make a significant difference. They constantly seek the little things that set them apart. For example, Louis XIII Cognac introduces “The Drop,” a portable flask that doubles as an accessory. Jacquemus adds personalized touches to its creations with unique straps, and the timepieces by Swiss watchmaker Max Büsser are considered works of art and sold in dedicated art galleries.
The trend of “green” and socially responsible luxury continues to thrive, with customers valuing authenticity above all else. Brands carefully select actions that align with their values to reinforce their identities. Authenticity is viewed differently by each brand, and they choose battles that reflect their unique identities. Lexus, for instance, emphasizes its craftsmanship and technology, highlighting the precise work of its master artisans called Takumi. The EVOK group aims to be a player in civil society, promoting growth within its teams and transmitting savoir-vivre.
Jacquemus, led by founder Simon Porte, proudly supports Urgence Homophobie, a French association assisting LGBTQI+ individuals seeking refuge. By championing LGBTQI+ rights, Jacquemus showcases its commitment to authenticity. Designers Christophe Lemaire and Sarah-Linh Tran prioritize utility and functionality in their clothing line, drawing inspiration from workwear and military apparel. Their focus on simplicity reflects the power of minimalist designs.
Luxury brands also understand the importance of joy, playfulness, and fun. In a world filled with scarcity and restrictions, luxury seeks to enchant customers. Fashion shows from Dior, Balenciaga, and Gucci remain inventive and splendid, even in the digital realm. The digital world itself offers myriad ways to inform, seduce, and sell without compromising responsible consumption. Luxury brands recognize the public’s need for playfulness, lightness, and fun, as demonstrated by AMI’s “AMI Smiley” capsule collection designed to delight customers. Words associated with creativity and cheerfulness are highly sought after, as seen in Roger Vivier’s jewelry pieces named Flower Strass, Bouquet Strass, and Blossom.
Luxury brands are now shifting towards a new approach of being friends with customers rather than solely considering them as clients. AMI, for instance, treats its customers as friends, while Max Büsser&Friends collaborates with various designers, engineers, and creators, viewing them as equals.
With changing behaviors, traditional luxury terminology is beginning to fade away. Words such as “excellence, exception, rarity, exclusivity, icon, legend, audacity, secret, elegance, limited edition, timeless” no longer hold the same impact. Brands must now provide evidence and arguments for their claims in this era of responsibility.
Fortunately, luxury brands now have the opportunity to tell captivating stories that align with their purpose and mission, thanks to the Pacte law. The language used in luxury brand messages gains coherence, reflecting a higher quality in the semantic field of luxury. This quality of discourse allows luxury brands to connect with individual consumers, giving them the impression that the brand speaks directly to them.
Useful links:
1. Guerlain
2. Louis XIII Cognac
