Fashion in the Age of Algorithms
From the Runway to the Algorithm: How Fashion (and Lifestyle Brands) Are Adapting to Digital Marketing
In fashion and lifestyle, digital marketing is often seen as nothing more than running performance campaigns to drive quick sales.
But true impact happens beyond clicks and conversions — when branding, storytelling, and digital strategy come together to build a coherent universe that genuinely connects with people.
As someone passionate about branding and digital strategy within the fashion and lifestyle space, I love analyzing how today’s brands are evolving and adapting their strategies to the current digital landscape.
Two recent examples that illustrate this perfectly:
JACQUEMUS
In its campaign “La Croisière,” the brand used a single-take video shot entirely on an iPhone 16 Pro Max. Capturing whispers, textures, and the intimate atmosphere of the atelier, this creative decision breaks away from traditional luxury, humanizing the brand while maintaining its aspirational essence. (Source: Famous Campaigns)
Loewe
Loewe has conquered TikTok through a clever balance of humor, authenticity, and haute couture. Its strategy blends memes, viral formats, and genuine creators to translate luxury into the language of Gen Z — making it both relevant and approachable. (Sources: Vogue Business / Istituto Marangoni)
After studying numerous brands, these are the lessons that consistently drive digital growth:
Visual coherence. Every detail — from aesthetics to tone of voice and copy — should be instantly recognizable and true to your brand identity.
Strategic storytelling. A clear and consistent narrative turns isolated campaigns into memorable experiences that build loyalty.
Digital adaptability. Each platform speaks its own language; understanding it is key to amplifying your message without losing consistency.
Meaningful experiences. It’s no longer enough to showcase a product — brands must design moments that create emotional connection and spark conversation.
In fashion and lifestyle, the challenge is no longer just being present online — it’s about doing so with intention, creativity, and purpose.
At BrandSoul Atelier, that’s exactly what we focus on: crafting digital strategies that merge branding, storytelling, and performance. Because that’s where marketing stops being just “advertising” — and becomes a true competitive advantage.
