Luxury Brands and DMs: Why Direct Messaging Is the New Marketing Strategy

Introduction

In an era saturated with polished ads and highly curated feeds, luxury brands are turning to something more intimate: sliding into your DMs. The Vogue Business article “Why luxury brands are sliding into the DMs” explores how brands like Dior, Louis Vuitton, Bally, and Maison Margiela are using direct messages, Close Friends stories, and personalized outreach to connect with creators and consumers in a more personal way. Vogue Business

In this piece for Luxe Chronicle, we explore:

The strategy behind luxury brands and DMs and why it’s growing
Key examples of brands executing this shift well
The benefits and risks involved
How other luxury brands can adopt this strategy effectively

Why Luxury Brands and DMs Are Becoming Important

: Consumer Desire for Authentic Connection

Audiences today expect more than curated perfection — they want authentic, personalised interactions. Brands sliding into DMs or Close Friends provide that feeling.
According to Olivia Houghton of The Future Laboratory, consumers “want to feel a personal connection with the brands they buy from.”

: Standing Out in a Noisy Feed

With algorithmic timelines and sponsored content proliferating, direct outreach cuts through the noise. Sharing behind-the-scenes content or giving early access via DM makes the engagement feel exclusive.
Creators often repost or share these DM interactions, creating organic amplification for the brand.

: Balancing Exclusivity and Accessibility

Features like DMs, Close Friends stories, or invite-only content give luxury brands a way to feel exclusive without being inaccessible.
It’s a way to engage high-engagement creators, tastemakers, and loyal customers in a way that feels elite but not aloof.

Examples of Luxury Brands Sliding into the DMs

Louis Vuitton: Pharrell Williams sending show photos directly via DM to creators.
Dior: Using Close Friends to share mood boards and previews ahead of collections.
Bally: Messaged sustainable fashion creators with snapshots from runway shows.
Maison Margiela: Inviting critics via DM to attend couture shows and share content.

Benefits and Risks of This Strategy

: Benefits

Stronger relationships: Personal messages build trust and loyalty.
Organic reach: When creators share those DMs or Close Friends content, it spreads without paid media.
Differentiation: Brands love that this feels more human and less polished, which can help in a landscape saturated with glitz.
Cost-effective: Compared to large ad campaigns, select messaging and creator outreach is often lower cost and higher impact.

: Risks and Drawbacks

Overuse leads to fatigue: If brands are always messaging or over-posting in Close Friends, it may dilute the specialness.
Authenticity concerns: Consumers can tell if DMs are too scripted or obviously marketing-driven.
Privacy or boundary issues: Reaching out via DMs requires sensitivity. Too much intrusion can feel off-putting.
Scalability: It’s manageable with smaller creator audiences or niche segments, but becomes complex for brands with massive followings.

How Brands Can Implement “Luxury Brands and DMs” Effectively

Identify creators who reflect your brand values and whose audiences trust them. Don’t just pick big follower counts.
Use selective, thoughtful messaging. DM content needs to feel earned, exclusive, or giving something special.
Leverage platform features like Instagram’s Close Friends for preview content or collector-only access.
Let creators share those interactions; the virality of a screenshot or story can amplify reach.
Monitor feedback closely—what feels genuine, what feels like spam. Adjust frequency accordingly.

If you want examples of luxury brand digital strategy models, check our Luxe Chronicle articles on creator economy in luxury & exclusive content marketing.

Implications for Fashion & Marketing Strategy

The merging of entertainment, creator culture, and fashion continues. Brands that resist this may feel too distant.
The way luxury brands market in 2025 emphasizes two-way communication, not just broadcast.
Experience matters. A fashion show promotional post is less compelling than a personal invitation via DM.

Conclusion

The strategy of luxury brands and DMs is more than a trend—it’s a shift in relationship architecture in luxury marketing. As brands seek to be more human, more immediate, and more aligned with how audiences actually communicate, sliding into DMs is emerging as a powerful tool.

Luxury brands that embrace this properly—balancing authenticity, exclusivity, and careful curation—are likely to build deeper loyalty and stronger storytelling in the years ahead.