Influence
Influence & luxury: the new guard of brand ambassadors
Less volume, more standards: houses now choose their content creators the way they choose their muses. An investigation into influence turned haute couture.
By the LGN Editors · · 4 min read
From visibility to standards
After a decade of chasing followers, luxury houses have changed strategy. They now seek creators whose aesthetic, tone and audience fit their world perfectly. An engaged, qualified community is worth more than a massive audience.
The creator, the new muse
As for a campaign, brands choose their ambassadors carefully: flawless image, storytelling ability, ease at events. Influencers are invited to shows, launches and press trips, where they become a true extension of the house.
Long-running collaborations
One-off partnerships are giving way to lasting relationships over several seasons. This continuity strengthens credibility and brand recall.
Our Influence programme
Les Graines Nobles selects Instagram and TikTok creators with an impeccable image for demanding collaborations in luxury, fashion, beauty and hospitality across Europe.
