I was scanning LinkedIn earlier this week and saw an eye-catching post by Bottega Veneta CEO, Bartolomeo Rongone. The feedpost captioned “The iconic green MAZE installation at the Grand Hyatt Seoul. Unexpected location. No products. Immersive experience… getting lost in what we love,” was accompanied by six photos of an empty real life labrinth stretching 16 meters, decked out in signature Bottega Veneta green faux fur walls, metal structures and logoed duct tape. Indeed no products in sight.

Not even a day had passed and Louis Vuitton hit me up to share the news that it had planted an actual 240 square meter mini-forest in the middle of South-West London, a stone's throw from its UK flagship store. The “heritage forest” created in collaboration with the local council and SUGI — a renowned organization known for restoring native forests in urban spaces — sees the luxury brand plant 22 native tree species and 55 native wildflowers which are intended to become self-sustaining within three years. The project, part of Louis Vuitton’s “Our Committed Journey” sustainable development plan, is dedicated to preserving natural resources by 2025.

And then some. Three days ago A|X Armani Exchange announces a global collaboration with renowned radio platform NTS to celebrate the Italian brand's 30th anniversary. As part of the partnership, the two will pair local musicians and DJs with multiple A|X Armani Exchange stores to create DJ mixes which will be played in stores globally, and hold other physical events around the campaign. The next day Burberry messages me to announce its hosting of an event the night before that celebrated the closing of German visual artist Anne Imhof’s Paris exhibition. Outside of Palais de Tokyo, just outside of the exhibition, Imhof and Balenciaga-muse Eliza Douglas led an art performance. A DJ set by friends of the house followed until late.

Now wait a minute. What the heck is happening? For some reason luxury fashion brands have decided that their brand activations are about everything but the product itself. Yes, brands have designed the costumes for royal ballets, sponsored exhibitions, released branded books, and designed the wardrobe for blockbuster films and musicians for decades. They’ve also hosted thousands of parties, store openings, and dinners. But the frequency, and increased investment, at which brands in the luxury realm are ramping up on non-product related marketing exercises is unprecedented, as demonstrated this week.

At a time when brands appear on your social feeds next to friends, in your inbox next to promo emails from your favorite restaurants, and cover billboards traditionally reserved for consumer brands like Coca Cola, they’ve entered the content battlefield big time. Leading brands have therefore started to act like publishers, as a way to expand their brand universes beyond product.

At a time when we expect novelty at the speed of Instagram, brands offering physical products at that unsustainable timeline is impossible. To still quench our collective thirst for newness — and to populate their content calendars — brands are going beyond product all together. Instead, they’re opting for experiential marketing to remain competing for our time, attention, money, and ultimately loyalty at a time when competitors are now everyone and everywhere.

Highsnobiety’s Not in Paris showcase is just that. So is Balenciaga’s special Simpson’s episode launched during the last Paris Fashion Week, Bottega Veneta’s seasonal “Issued By Bottega” zine, Gucci’s Guccifest, Virgil Abloh’s behind the scenes videos for Louis Vuitton, Loewe’s ‘Show in a Box’, everything French filmmaker Loic Prigent and his team do in showing the inner workings of brands ranging from Jacquemus to Rick Owens.

Most of all, it’s Telfar Clemens’ Telfar TV, a new 24-hour a day live-linear TV network that will feature live shows, breaking news on shoppable upcoming drops, the community themselves and more. The channel was announced last month during a Telfar press conference at New York Fashion Week, the event in itself being content. “We basically launched a TV Channel without any content — because we are tired of being content for other channels,” the brand writes on its Telfar TV website. “Watch Telfar.tv and see the channel taking shape LIVE, you can take part in what it becomes by sending us your videos.”

All are more than campaigns. They're the first steps in fashion brands becoming just “brands”. On the surface a simple evolution, yet in practise it’s a major internal mindset shift for many fashion houses in erasing the self-created boundaries in which fields it can exist and operate. The future will see brands work with streaming platforms like Netflix on shows and documentaries, deepen its ties with the metaverse and gaming, and touch on the wider net of interests and preferred brands of their audience.

Not all roads will lead to products as in the past, giving way to new creative ways of earning revenue through the non-physical by testing, testing, testing new concepts and areas. Just watch it unfold.

We Recommend
  • luxury jeans
    These Luxury Jeans Give Denim a Glow-Up
    • Style
  • bape 101 feature2 A Bathing Ape nigo
    Everything You Ever Wanted to Know About BAPE (and Some Things You Didn't)
    • Style
  • luxury fashion sites
    Here Are the Best Luxury Fashion Sites on the Net
    • Style
  • luxury fashion summer sales
    Here Are the Best Luxury Fashion Summer Sales That Are Still Going
    • Style
  • Image on Highsnobiety
    How HOKA Unintentionally Infiltrated Fashion
    • Sneakers
  • Image on Highsnobiety
What To Read Next
  • Maison Kitsuné x Barbour
    EXCLUSIVE: Maison Kitsuné x Barbour Is a Lesson in Parisian-Chic Utility
    • Style
    • sponsored
  • travis scott air jordan 1 low golf
    Travis Scott's Air Jordan 1 Low Is Ready for the Course
    • Sneakers
  • C.P. Company & Barbour are back for a Fall/Winter 2023 collaboration.
    C.P. Company's New Barbour Jackets Are Instant Classics
    • Style
  • 2PAC Time Teller ($175)
    Tupac’s Legacy Shines Bright in This Nixon x 2PAC Collab
    • Watches
    • sponsored
  • Miu Miu Spring/Summer 2024 Runway Show
    Miu Miu SS24 Asks: How Low (Rise) Can You Go?
    • Style
  • Rabanne H&M collab
    It's True: Rabanne Is H&M's Next Designer Collaborator
    • Style
*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to info@highsnobiety.com

Web Accessibility Statement

Titelmedia (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, www.highsnobiety.com. Titelmedia strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titelmedia has engaged UsableNet Inc, a leading web accessibility consultant to help test, remediate and maintain our Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.


Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at accessibility@highsnobiety.com, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.