Hermès, Chanel, Miu Miu lead with entertainment

In a season marked by creative shake-ups and geopolitical uncertainty, the latest earnings reports reveal diverging fortunes among luxury’s biggest players. While Kering and LVMH posted declines in Q1, Hermès stood out with a 9% rise in sales — briefly overtaking LVMH in market value. This divergence ignited a wave of questions across headlines. What exactly is Hermès doing right, and what can others learn from it? Most of these reflections point to Hermès’ ability to remain faithful to its model of maximum exclusivity, scarcity, and long-term discipline. This strategy has undoubtedly played a fundamental role, reinforcing the value of staying true to what makes a brand unique. But as the definition of luxury evolves — nearly 80% of high-net-worth individuals now prioritize experiences such as travel, wellness, and meaningful moments over physical goods — is this possession-focused model the sole driver of Hermès’ sustained growth? What’s the actionable takeaway beyond emulating a business so deeply rooted in heritage? To answer that, it’s important to explore the creative side of luxury. A recent study by advertising agency WPP on the business value of creativity introduced the concept of a “Creative Premium,” the combination of brand influence and creative energy. Brands with a high Creative Premium were shown to achieve 4.7 times the market capitalization and 2.2 times the stock returns compared to their peers. Hermès: Forging connections through theater Historically, luxury has recognized creativity as a core driver of value, shaping everything from products and services to brand storytelling. Now, that creative force is increasingly being channeled into the realm of entertainment. A deeply human landscape, entertainment has long provided collective relief, helping society process reality through metaphor, feeling, and performance. As the luxury sector grows more exclusive in pricing yet more inclusive in experience, entertainment enables brands to express their essence while creating moments of joy, escape, and connection in a world increasingly marked by anxiety. Hermès exemplifies this approach. While the house has maintained a firm pricing strategy, it remains deeply committed to crafting poetic, dreamlike experiences that forge lasting connections. Recent events like On the Wings of Hermès, a public theatrical performance in Miami, and Saut Hermès at the Grand Palais highlight the brand’s ability to elevate luxury into a world of meaning and imagination. And Hermès is not alone. A growing number of houses are weaving entertainment into their ecosystems — not as spectacle, but as a subtle, strategic tool to build connections, tension, and cultural presence. Miu Miu: Tales of joy and curiosity Last week, Miu Miu announced a new collaboration with tennis star Coco Gauff and New Balance, bringing a playful spirit to the court. This initiative is part of a broader cultural strategy that continues to distinguish Miu Miu’s voice across the industry. Earlier in April, the latest edition of the Miu Miu Literary Club took place in Milan, reaffirming the brand’s commitment to creative dialogue and the arts. It joins a wider constellation of projects supported by the house, including Women’s Tales, now in its 29th edition, which champions female film directors and collaborations with multidisciplinary artists. While it would be simplistic to attribute Miu Miu’s remarkable performance solely to these initiatives, overlooking their impact would miss the bigger picture. Today, the brand’s strength lies not only in what products it offers but also in what it invites people to feel, discover, and become part of. By placing joy and curiosity at the heart of its cultural strategy, Miu Miu reframes the relationship between fashion and storytelling, reclaiming a certain analog, nostalgic magic. Whether it’s a book club or a fashion moment on the tennis court, these gestures speak to a slower, more sensory form of connection. Saint Laurent, Chanel, and Valentino: Stories shaping culture Similarly, cinema has emerged as a powerful medium for emotional engagement. In 2023, Saint Laurent became the first luxury house to establish its own film production company — a move that paid off with Emilia Pérez, which swept four Golden Globe awards in January. Meanwhile, LVMH announced 22 Montaigne Entertainment last year to explore the storytelling potential of its 70 Maisons across film and television. This shift signals a new way luxury influences culture — where stories, not products, take center stage. Valentino’s initiative at the 15th Beijing International Film Festival at the end of April echoes this spirit. In partnership with the event’s “Forward Future” section, the house introduced Dream Forward with Valentino: Costume Creatives Award to spotlight emerging Chinese filmmakers. Judged by art director Huo Tingxiao and actress Lin Chi-ling, the initiative supports a new generation of creatives in weaving fashion into narrative. In a more subtle yet equally telling gesture, Chanel continues to blur the lines between fashion and film. For its Cruise 2025/26 collection, the house chose Lake Como, unveiling its latest silhouettes at the cinematic Villa d’Este. The show drew actresses such as Keira Knightley and Lupita Nyong’o, with filmmaker Sofia Coppola directing a short film starring model Ida Heiner. Shot on location, the piece captures the glamour of hotel life through a lens of intimacy, elegance, and dolce far niente — a leisurely mindset that feels more like a luxury than ever. Louis Vuitton: Personalization as a playground In contrast, Louis Vuitton approaches entertainment through a quieter, more personal lens. With the global market for personalized high-end goods expected to reach nearly 420 billion euros ($469.4 billion) by 2032, according to WiseGuy Reports, the LVMH house has expanded its Mon Monogram offering, turning heritage items into near-bespoke expressions of identity. The brand has introduced an online interactive experience with real-time previews, allowing clients to customize iconic pieces like the Speedy, Alma, and Neverfull bags, along with select luggage and leather goods. Initials can appear in LV Bold or Heritage fonts, while decorative stripes in patterns such as “Wave,” “Arrow,” or “Pont Neuf” can be applied across a broad range of formats and color palettes. As customers engage with a brand’s codes, personalization becomes its own form of entertainment. It raises the question: What if enchantment lies not in spectacle, but in the quiet thrill of creating something uniquely theirs? Creating emotional journeys in 2025 As we move into the second half of 2025, entertainment is proving a powerful tool for luxury brands to forge deeper connections. From Miu Miu’s literary salons to Chanel’s cinematic narratives, the most innovative brands are using entertainment to shape culture in lasting, meaningful ways. However, not all entertainment is created equal. Consumers now seek experiences that resonate on a personal level. Brands like Hermès show that true impact comes when creativity aligns with core values — turning events into emotional journeys that foster lasting desire beyond the product. Looking ahead, the future of luxury is a playground for those bold enough to merge entertainment with meaning and consistency. The brands that will lead are those unafraid to create immersive experiences that spark joy and enrich personal stories through unforgettable, shareable moments. Just like a well-crafted narrative or film, every detail matters. Each experience should build on the last, strengthening the brand and leaving an impression that lingers long after the moment has passed. Beyond Luxury Group is a futures advisory firm that guides decision makers towards a more purpose and experience driven luxury. Carlota Rodben is CEO and Founder of Beyond Luxury Group and host of the Beyond Luxury Podcast, ranked among the top #2 globally in its category. A best-selling author, she has written Beauty As It Is and Beyond Luxury: The Promise of Emotion, two acclaimed books exploring the future of beauty and luxury. Formerly at CHANEL, she founded the Open Innovation Team in Europe and later led New Concepts for the Global Open Innovation Team. Carlota lectures at institutions including NYU, Glion, ESADE, IE, and Regent’s University London, is a sought-after advisor and thought-leader on innovation, futures thinking, and purpose-driven strategy in the luxury industry. Carolina Soares is the Head of Content and Business Intelligence at Beyond Luxury Group. A former Googler with 11 years of experience in insights and trend analysis, she later transitioned into consulting for leading brands. Carolina has a sharp instinct for translating complex data into meaningful insights and crafting compelling narratives that help shape more desirable, forward-thinking futures.

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Hermès, Chanel, Miu Miu lead with entertainment