The Power of Narrative and Brands That Told Stories Worth Buying Into
By Mackenzie Richard & Mark Wittmer
Storytelling is the heartbeat of effective luxury fashion communication, enabling brands to transcend mere products and forge emotional connections with their audiences. It turns garments into symbols, campaigns into cultural moments, and brands into movements. By weaving narratives that reflect values, aspirations, and identities, storytelling allows fashion houses to resonate deeply, fostering loyalty and inspiring dialogue. In a world saturated with imagery and choice, the brands that master storytelling stand out by giving consumers a reason to care – a narrative that invites them into an experience larger than the clothing itself.
The most influential fashion brands understand the power of storytelling to build their cultural relevance and emotional impact. Whether through campaigns that capture a brand’s ethos, collaborations that align with shared values, or digital strategies that create immersive experiences, storytelling is the key to engaging audiences on multiple levels. By crafting narratives that blend design with cultural dialogue, brands can connect authentically with their audiences, transforming their message into a lasting impression.
Here we dive into four of today’s most compelling brands – Prada, Diesel, Jacquemus, and Bottega Veneta – and explore their key strategies for crafting living, interactive stories that are constantly in the process of being written.
Prada
Extending from but moving far beyond Miuccia Prada’s exceptional design vision (now further bolstered through her partnership with Raf Simons), Prada’s enduring relevance lies in its ability to tell a cohesive brand story, one that thrives on creative collaboration, cultural dialogue, and multichannel digital innovation.
Prada’s campaigns are a testament to this approach, brought to life through partnerships with go-to collaborators like creative director Ferdinando Verderi and photographers David Sims and Willy Vanderperre. These creatives translate the brand’s aesthetic into evocative narratives, from minimalist portraits to campaigns that cleverly incorporate text, creating a multidimensional world that reflects the brand’s signature intellectualism. Smart casting further deepens this storytelling: recent years have seen the brand deepen its affinity for working with film actors (though the practice goes farther back, as exemplified by its Fall 2012 menswear show), lending artful depth and dimensionality.
Prada has helped to lay the foundation for the idea of a fashion brand whose influence extends far beyond fashion, and it continues to expand its role as an interconnected cultural force. The Fondazione Prada, a cultural hub and museum designed by architect Rem Koolhaas (another recurring collaborator of the brand), houses both permanent collections and groundbreaking exhibitions. This commitment to cross-disciplinary creativity continues globally, with initiatives like the restoration of a historic residence in Shanghai and cultural installations in cities like Seoul. The Sound of Prada music event series connects the brand with the auditory arts, while
the Prada Frames symposium gathers leading thinkers to explore sustainability and design. Meanwhile, the Linea Rossa line fuses fashion with athletic innovation, forging connections with America’s Cup sailing and action sports through high-concept campaigns. Even in the culinary world, Prada leaves its mark with ventures like the Prada Caffé at Harrods, offering a taste of the brand’s elegance in beautifully designed spaces.
In the digital age, Prada brings this multifaceted storytelling to life across platforms like Instagram and TikTok. From sleek campaign visuals to playful behind-the-scenes clips, the brand masterfully balances high-production values with content that resonates in fast-paced, algorithm-driven spaces. By leveraging its creative output into engaging digital narratives, Prada ensures its story remains fresh, relevant, and connected to an expansive global audience.
Diesel
Diesel stands out in the fashion industry for its unique approach to multichannel storytelling, combining radical inclusivity, cultural engagement, and innovative digital strategies. Under the creative direction of Glenn Martens, the brand has redefined what it means to connect with audiences by fostering a sense of community that extends far beyond traditional fashion consumption.
The brand’s campaigns embody its ethos by featuring a vibrant mix of personalities that range from Guinness World Record holders and OnlyFans creators to Hollywood stars and K-pop idols. This balance between mainstream appeal and eccentric authenticity underscores Diesel’s message that anyone bold enough to be themselves can embody the brand’s spirit. Diesel’s events and front-row spectacles amplify this inclusivity, as global celebrities and unconventional stars alike help bring organic visibility to its runway shows and campaigns.
Diesel’s DIESELOVES initiative is a prime example of its commitment to purpose-driven creativity. By repurposing unsold stock alongside a collaborator’s materials to create limited-edition capsules, the brand addresses fashion’s overproduction problem while donating all profits to the UNHCR. Other collaborations, such as its partnership with the Tom of Finland Foundation, celebrate queer artistry, while its work with Guinness World Records highlights the beauty of individuality on a larger-than-life scale.
Music and nightlife are also integral to Diesel’s identity. Its partnership with NTS Radio brought underground electronic music and queer club culture to the forefront, with Diesel dressing international artists and co-hosting dance events worldwide. The brand’s most recent initiative featured its first co-designed capsule, seeing Martens partner with singer Damiano David. Marking an exciting new chapter in the brand’s growth, the partnership was not only a clever leveraging of an Italian star with major international popularity, Damiano David also an embodiment of Diesel’s distinct take on fearless personal style and a new vision of gender and masculinity.
Diesel’s digital innovations further solidify its role as a leader in storytelling. One particularly memorable runway show incorporated live video call screens featuring fans, allowing them to participate virtually and breaking down barriers between the brand and its audience. By live-streaming behind-the-scenes preparations for days before the event, Diesel not only created anticipation but also showcased its democratic, transparent values. This emphasis on inclusivity extends into its digital content, where campaigns and collaborations like the NTS radio partnership are crafted to foster emotional connections with diverse communities, reflecting the brand’s understanding of modern consumer expectations.
Bottega Veneta
Amid the noise of luxury’s competitive landscape, Bottega Veneta distinguishes itself with a narrative as meticulously crafted as its designs. Under the creative direction of Matthieu Blazy, the house has transcended traditional branding to create a multifaceted world that resonates across touchpoints—runway shows, campaigns, artistic collaborations, and physical spaces.
This immersive storytelling is woven through every facet of Bottega Veneta’s identity, from the nostalgic whimsy of its Spring 2025 collection to the introspective campaigns like Going Places. The house’s bold decision to forego social media has only amplified its mystique, allowing organic buzz and emotional resonance to carry its narrative forward. With its layered approach to blending timeless values and contemporary relevance, Bottega Veneta sets a benchmark for luxury brands striving to create meaningful connections.
At the heart of this success is the brand’s unwavering commitment to craft, creativity, and cultural dialogue. Through interdisciplinary projects like the Winter 2024 fanzine, Bottega Veneta offers an intimate exploration of Blazy’s collections, combining photography, art, and design to invite audiences into its world. Initiatives such as the “On the Rocks” installation at Milan Design Week—reimagining Le Corbusier’s Tabouret with the house’s signature Intrecciato technique—underscore its dedication to merging heritage with innovation. Even the flagship stores, with their harmonious blend of traditional Italian materials and modernist aesthetics, reflects Bottega Veneta’s ability to transform physical spaces into expressions of its ethos. Together, these ventures form a cohesive, culturally resonant narrative that elevates the brand far beyond the confines of fashion.
This narrative extends seamlessly into its campaigns, which have been a refreshing voice in luxury ads with their deceptively emotional and culturally attuned storytelling. The Fall 2024 Going Places campaign, captured by Alec Soth, juxtaposed the fluidity of Jacob Elordi’s movements with the stark beauty of Utah’s deserts, exploring themes of transformation and identity. Winter 2024 delved into surrealism, blending UFO folklore with the desolate landscapes of Nevada while showcasing sculptural coats and feathery skirts that epitomize artisanal brilliance. Campaigns like Spring 2024’s Tokyo playgrounds and the poignant Portraits of Fatherhood series featuring A$AP Rocky highlight the brand’s versatility, turning moments of intimacy or whimsy into universal stories. Even the paparazzi-inspired Pre-Spring 2024 campaign, featuring Kendall Jenner and A$AP Rocky, showcased Bottega Veneta’s ability to reframe the everyday into high-fashion narratives, tapping into a cultural motion. Across these diverse yet cohesive concepts, the house crafts campaigns that transcend the boundaries of fashion, inspiring connection and reflection.
This mastery of narrative is equally evident on the runway. Blazy’s Spring 2025 collection transformed the runway into a playground of memory and imagination, inviting audiences to rediscover the joy of childhood dress-up. Oversized cuffs, crinkled tailoring, and whimsical details—like bunny ear buckles and metallic basket bags—blended function with fantasy, creating a poignant rebellion against the constraints of adulthood. The show’s immersive set, featuring animal-shaped beanbags and childhood motifs, posed a simple yet profound question: “Can you find power in sweetness?” Through these narratives, Blazy doesn’t merely present clothes; he presents a worldview—one that honors nostalgia, intimacy, and the emotional pull of garments as carriers of personal memory. His ability to integrate a playful, human element into the architectural precision of Bottega’s craftsmanship has redefined the house’s modern codes, proving that intellectual design can also be deeply emotional.
Across his tenure, Blazy has injected a fresh energy into the house while preserving its core principles of understated luxury and artisanal brilliance. Collections like Fall 2024’s ‘Going Places’ and Winter 2024’s exploration of the uncanny marry profound philosophical ideas with wearable silhouettes, positioning Bottega Veneta as not just a brand, but a cultural conversation. Blazy’s runway shows have become immersive experiences where the audience is invited to contemplate the dialogue between tradition and innovation, craft and culture. Through his visionary leadership, he has evolved Bottega Veneta into a brand that not only represents a lifestyle but actively shapes the way we think about the intersection of art, fashion, and identity.
Jacquemus
In a world where the notion of originality is often questioned, Jacquemus stands out as a brand that transforms the familiar into the extraordinary, putting creativity unapologetically at its forefront. Simon Porte Jacquemus’ vision is one of warmth and wit, where fashion transcends convention to spark emotion and connection. Whether transforming the lavender fields of Provence into a sun-soaked runway or infusing the grandeur of Versailles with playful irreverence, Jacquemus creates experiences that resonate deeply with their audience. At its core, the brand has cultivated a distinct creative process that adapts effortlessly to its surroundings while maintaining a strong and recognizable DNA.
This adaptability shines in how Jacquemus approaches cultural landscapes, bringing its signature charm to each new venture while honoring the unique essence of its setting. When launching its New York and Bond Street stores, campaigns embraced iconic local motifs with signature Jacquemus whimsy—oversized pizza slices for New York, playful nods to London’s Bond Street sophistication. The Fall 2024 Olympic campaign celebrated Paris with a blend of athleticism and artistry, merging national pride with the brand’s conceptual playfulness. Jacquemus doesn’t just locate its campaigns or stores in these regions; it thoughtfully engages with their identities, highlighting their points of pride and embracing their uniqueness, always through the lens of the brand’s vibrant storytelling.
This ability to balance local nuance with a cohesive brand identity extends to the runway, where Jacquemus transforms his shows into theatrical love letters to place and time. The beaches of Hawaii for Spring 2022, the pastel pathways of Provence in Spring 2020, and the gardens of Versailles in Fall 2023 each became stages for collections that embraced their settings without losing their conceptual edge. These weren’t mere backdrops—they were integral to the storytelling, seamlessly weaving the brand’s playful elegance into each narrative. With every show, Jacquemus creates a dialogue between its identity and the world it inhabits, inviting its audience to see both in a new light.
This artistry carries into campaigns that go beyond simple aesthetics, layering emotional resonance and conceptual depth. The Spring 2024 “Les Sculptures” campaign, for instance, reimagined art history with Imaan Hammam as a living statue, blending Parisian streets with Jacquemus’ sculptural elegance. The Olympic campaign brought the energy of sport into Jacquemus’ world, transforming Paris into a vibrant playground of athletic expression. Even holiday campaigns, like the one featuring surreal animations of oversized bags and whimsical moments, demonstrate the brand’s commitment to creating not just visuals but experiences that linger in the memory.
Beyond campaigns and collections, Jacquemus extends its ethos to physical spaces, where retail environments become immersive showcases of creativity. From playful installations like giant toothpaste tubes to pop-ups that merge art and commerce, these spaces are as thoughtfully designed as the collections they house. Each store becomes a continuation of the Jacquemus narrative, reflecting its ability to combine global appeal with a uniquely personal touch.
By merging cultural storytelling with its signature blend of humor, creativity, and intimacy, Jacquemus has created a brand that is as adaptable as it is unmistakable. Whether celebrating the pride of a city, the joy of a runway show, or the whimsy of a holiday campaign, Jacquemus consistently redefines luxury with a voice that feels both deeply personal and universally captivating.