How LinkedIn became luxury fashion’s newest runway

As Fashion Week takes over New York, London, and Milan, designers aren’t just showcasing their collections on the runway—they’re taking over LinkedIn. 

The job-seeking platform reports a fivefold increase in live fashion show broadcasts over the past three years, with 85% of luxury brands turning to the professional social network to reach those with money to spend. 

LVMH and Louis Vuitton set the trend in 2019, making live fashion shows on LinkedIn the core of their engagement strategy. The move quickly paid off. After unveiling a new men’s collection in Shanghai, the brand drew nearly a million potential luxury buyers in just three days. Soon fashion powerhouses like Hermès, Dior, Prada, and Balenciaga followed suit, bringing high fashion to the professional network. 

Since then, LinkedIn has proven to be an essential marketing tool for meeting high-net-worth clients where they are at. After all, every successful professional comes with purchasing power. With over one billion members, more than 30% of LinkedIn users are interested in fashion, a much higher figure than on other social networks. LinkedIn data also reveals that 67% of luxury purchases happen after a career promotion or job change. Brands can tap into these pivotal moments using the platform’s “Career Changers” feature, which identifies users in professional transition, right when they’re most likely to splurge.

“Fashion is deeply tied to self-expression, and on LinkedIn, where professional identity plays a key role, luxury brands have the opportunity to engage with their audiences in a way that feels relevant, whether it’s dressing for a leadership role, investing in timeless pieces, or aligning with a particular lifestyle,” Stephanie Barret, head of luxury at LinkedIn, tells Fast Company. “Unlike mainstream social media, where fashion content competes with a wide range of entertainment-driven content, LinkedIn offers a focused, high-quality environment where professionals engage with premium storytelling.”

Beyond its corporate roots, the networking platform is adapting to offer services that go further than simple job searches. Features like Live Event Ads enable brands to engage audiences before, during, and after major fashion shows. Additionally, luxury brands looking for ways to promote their content from members or influencers can make use of LinkedIn’s Thought Leader Ads, generating 2.3 times more clicks than traditional ads. 

LinkedIn’s efforts are paying off. A study by influence management platform AmazingContent reveals LinkedIn as the preferred platform by luxury leaders– 70% of luxury content engagement is on LinkedIn (compared to 20% on Instagram and 10% on X). 

“At the core, success on LinkedIn is about narrative-driven engagement—using livestreams, industry voices, and interactive content to showcase craftsmanship, heritage, and innovation in a way that resonates with high-intent consumers,” says Barret. “By tapping into LinkedIn’s professional audience, brands can align their messaging with key career moments, ensuring they reach people at times when they are naturally inclined to invest in luxury.”

https://www.fastcompany.com/91284506/how-linkedin-became-luxury-fashions-newest-runway?partner=rss&utm_source=rss&utm_medium=feed&utm_campaign=rss+fastcompany&utm_content=rss