Luxury brands rank among the most-followed and most-engaged accounts on Instagram globally, and for good reason. Platforms like Instagram, which are highly visual and lifestyle-driven, are the perfect match for brands with a strong emphasis on design, exclusivity, and storytelling.
While many brands leverage Instagram to drive awareness, luxury brands have elevated it into an art form. They go beyond basic promotion, using the platform to create immersive brand experiences that reflect their identity and values.
Content
Key Strategies Luxury Brands Use on Instagram:
- Behind-the-scenes content: Offers an exclusive look at craftsmanship, design processes, and high-profile events, creating a sense of intimacy and authenticity.
- Influencer and celebrity collaborations: Enhance credibility, extend reach, and position products in aspirational contexts.
- High-end visuals and consistent aesthetics: Maintain a polished, curated feed that reinforces the brand’s luxury image.
- Storytelling through reels and captions: Engage users emotionally and differentiate the brand narrative from competitors.
Who to Follow? The Top Luxury Brands on Instagram
We’ve created a versatile list of luxury brands with some of the most stunning Instagram profiles from across the luxury retail sector. With each profile showcasing unique and innovative digital campaigns, it’s clear so much thought goes into their social media marketing. Take out your pen and paper, it’s time to take some notes!
Here are our top picks, ranging from fashion and lifestyle brands to luxury motor and travel.
1. Chanel (Luxury fashion)
With over 50.2 million followers, Chanel stands as one of the most prominent and influential luxury brands on Instagram. Its feed showcases thousands of posts featuring the brand’s latest collections, from haute couture and ready-to-wear fashion to beauty products and accessories.
What sets Chanel apart is more than just volume, it’s strategic consistency and a highly curated aesthetic. The brand’s Instagram is a masterclass in visual storytelling, featuring:
- Cohesive themes and color palettes
- Elegant, editorial-style photography
- Iconic models and brand ambassadors
- Immersive behind-the-scenes content from runway shows and campaigns
Every post reflects the brand’s core identity: timeless elegance, innovation, and luxury. Chanel uses Instagram not just as a promotional tool, but as a digital extension of its brand heritage, reinforcing its position as a cultural and fashion icon.
For brands looking to build a premium image online, Chanel’s approach highlights the importance of:
- Maintaining consistent visuals and tone
- Creating a narrative around products and events
- Leveraging exclusivity and storytelling to build deeper audience engagement
Key takeaway: Consistency is key! A quick scroll through their feed shows thematic posting with well-thought-out aesthetics.
2. Gucci (Luxury fashion)
Much like Chanel, Gucci has established itself as a dominant force in luxury fashion on social media. With over 45.2 million followers on Instagram alone, Gucci continues to captivate a global audience through its innovative and dynamic approach to digital marketing.
The brand’s strength lies in its ability to blend high fashion with cultural relevance. Gucci’s Instagram and Facebook feeds are filled with:
- Behind-the-scenes content that reveals the creative process behind campaigns and collections
- Influencer and celebrity collaborations that amplify reach and connect with younger audiences
- Visually striking, artistic posts that showcase products in bold, narrative-driven settings
What truly sets Gucci apart is its immersive storytelling. Instead of static product shots, the brand often highlights its collections in motion, through campaign videos, fashion shows, and editorial shoots. These assets feature key brand ambassadors and tastemakers, helping to reinforce Gucci’s identity as both a fashion leader and cultural icon.
By ensuring the right people are seen wearing and interacting with the brand, Gucci creates aspirational content that resonates across demographics, while maintaining the exclusivity associated with luxury.
Key takeaway: Break the fourth wall. Luxury marketing doesn’t always have to be glossy. Showing real people in real clothes is highly effective.
3. Rolex (Luxury accessories)
While Rolex may have a smaller Instagram following than fashion giants like Chanel or Gucci—with over 12.7 million followers, it remains a powerhouse in the luxury accessories space, particularly in the high-end watch segment.
Rolex’s Instagram presence reflects the brand’s core values: exclusivity, craftsmanship, and timeless elegance. Every post is polished and purposeful, designed to reinforce the brand’s iconic status. Their content strategy focuses on:
- High-resolution, studio-quality imagery of their watches from multiple angles
- Detailed product close-ups that highlight craftsmanship, materials, and precision engineering
- A consistent, refined aesthetic that aligns with the sophistication of the Rolex brand
Rather than relying on trends or influencer-heavy strategies, Rolex opts for a more aspirational and product-centric approach. Their posts are less about mass appeal and more about creating a sense of prestige, speaking directly to a discerning audience who values heritage, luxury, and exclusivity.
By positioning their timepieces as objects of desire and engineering excellence, Rolex uses Instagram not just as a marketing tool, but as a visual catalog of legacy and aspiration.
Key takeaway: Aspirational content creates desire. Only the few can afford Rolex watches and that’s the point.
4. Luis Vuitton (Luxury fashion)
Louis Vuitton is a dominant force in luxury fashion on both Instagram and Facebook, known for its visually rich and highly curated content. What sets the brand apart is its ability to make each post feel like part of a larger narrative, thanks to carefully themed digital campaigns that span photos, videos, and short-form content.
A standout element of Louis Vuitton’s Instagram presence is its Reels strategy. These short videos go beyond simple product showcases, they:
- Tell brand stories tied to seasonal campaigns or new product lines
- Reveal craftsmanship and design details
- Build anticipation for upcoming releases through cinematic visuals
The brand pairs its high-quality visuals with strategic use of hashtags and @mentions, often highlighting designers, collaborators, and ambassadors. This not only boosts reach but also reinforces the prestige of the brand’s partnerships.
Additionally, Louis Vuitton excels at writing impactful captions, balancing elegance with engagement. Their copy consistently draws attention while staying true to the tone and heritage of the brand.
By blending storytelling, strategic tagging, and strong visual direction, Louis Vuitton delivers a masterclass in how to use social media as a luxury branding and engagement platform.
Key takeaway: Know the platform. They’ve clearly done their research into Instagram demographics and are creating bespoke content for their IG feed. This makes their content stand out.
5. BMW (Luxury auto)
Louis Vuitton remains a powerhouse in luxury fashion on Instagram and Facebook, renowned for its visually striking, curated content. What truly distinguishes the brand is its ability to weave each post into a larger campaign narrative, creating a seamless and immersive digital experience.
Key Strength: Reels as a Storytelling Tool
Louis Vuitton uses Instagram Reels not just to showcase products, but to:
- Tell compelling stories tied to seasonal campaigns
- Highlight craftsmanship and intricate design details
- Generate excitement around new launches with cinematic, short-form content
Strategic Execution
Their visual content is paired with:
- Purposeful hashtags and @mentions of designers and collaborators, enhancing visibility and reinforcing brand prestige
- Elegant, engaging captions that reflect the brand’s tone while capturing audience attention
Through a sophisticated mix of visual storytelling, strategic tagging, and refined messaging, Louis Vuitton sets the standard for how luxury brands can leverage social media, not just to promote products, but to build a lasting brand experience.
Key takeaway: Stick to a niche. BMW knows how to market luxury auto, and they stick to it. While different cars and campaigns introduce variety to their feed, they stick to their branding because they know it works.
6. Dior Beauty (Luxury Beauty)
Dior Beauty isn’t afraid to make an impact with its Instagram campaigns. As a denomination of Dior, with almost 10 million followers, they feature high-concept and artistic campaigns on their feed. What Dior Beauty does particularly well is its celebrity campaigns and behind the scenes content. They take their followers on a journey to create the latest products and see them being designed. From the fragrance to lipstick, we get to know the products inside and out, just by looking at their Instagram. Of course, their content is always stunning so it’s easy to capture our attention.
Key takeaway: Behind-the-scenes content can do so much for luxury branding. Showing the artistry and design process behind the creation of luxury products makes the average person feel that their splurge was worth it.
7. Dolce&Gabbana (Luxury Fashion)
Another member of the luxury fashion family, Dolce&Gabanna is one of the most recognisable brands in fashion. Thanks to years of innovative social media campaigns, the company has become a powerful presence online, outshining many other fashion companies worldwide. D&G take full advantage of visual storytelling and influencer campaigns to attract as many customers as possible. Their collections show they are on the pulse of fashion and understand who follows them on social media.
Key takeaway: Don’t be afraid to show your authenticity. Dolce&Gabbana show a different side to their polished and professional runways on their Instagram feed. This helps them connect with their audience on a deeper level.
8. Lamborghini (Luxury Auto)
When it comes to exploring luxury Instagram accounts, it’s hard to ignore a luxury brand as memorable as Lamborghini. The Lamborghini account is as sleek and sophisticated as the company itself, perfect for attracting attention from all over the world. Lamborghini presents itself not just as a car company, but as a lifestyle brand, to appeal to a number of dedicated customers around the world. This company isn’t afraid to post influencer marketing campaigns to improve its chances of audience growth either. They blend art with their social media marketing, making their account one people just like to look at.
Key takeaway: Eye candy can do more than you think. Lamborghini clearly put a lot of time and effort into how their Instagram feed looks. Every image is like a piece of art. Whether you’re actually in the market for buying a luxury car, their Instagram feed is definitely one that is just amazing to look at either way.
9. Emirates (Luxury Travel)
A great example of one of the many luxury brands in the travel and tourism industry, the Emirates account leverages everything from influencer marketing to professional photography to connect to their broad audience.
Visually, their account is stunning but they also focus on marketing the Emirates experience. They show customers, staff and celebrities enjoying their services.
It’s clear Emirates uses in-depth customer data to manage its content strategy, and boost its chances of great advertising online, making it one of the more compelling travel brands around.
Key takeaway: Marketing a luxury brand is more than selling a product or service, it’s about marketing an experience. Through their social media, Emirates shows how their service, aviation, can change people’s lives. It takes them to new places, reunites them with loved ones and can offer once in a lifetime experiences.
10. Moët & Chandon (Luxury Lifestyle)
We haven’t categorised this champagne brand into food and beverage, but rather as a luxury lifestyle brand, and that is for good reason. Moët & Chandon is one of the world’s most recognisable champagne brands and that’s something they are proud of. They use their Instagram to show their product in action and launch new campaigns, all while demonstrating their strong brand heritage, having been established in 1743.
Key takeaway: Showing heritage is key in marketing a luxury brand. Customers like knowing they are investing in more than just a bottle of champagne, but rather hundreds of years of craftsmanship and history.
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We hope you enjoyed the top 10 lessons we learned from stalking these top luxury brands on Instagram. No matter your niche or target audience, learning from their marketing techniques is a sure-fire way to elevate your brand’s social media presence.
Need help designing a content strategy for Instagram with as much impact as these luxury brands? Reach out to the Graygency today.
To learn more about luxury brand marketing, you can check out our other posts here.
