How Gen Z and sensory marketing are transforming fashion
Luxury might be less about what you wear and more about the multisensory experience that comes with it
Luxury fashion is evolving, integrating food culture into the narrative, from celery handbags and croissant-shaped earrings to branded cafes and restaurants. At first glance, the connection seems far-fetched, but they share a common thread—sensory appeal. For Gen Z luxury consumers, it's not just about owning products; it’s about experiencing them.
Modern luxury isn’t just seen, it’s felt and smelled, in the feel of a silk dress against the skin or the scent of a signature perfume. For Gen Zers, fragrance is more than a product—it’s a personal brand statement, helping them express their identity and form deeper, daily connections with their favorite labels.
We are now in the taste era, and brands take it quite literally. Jacquemus is playing on this with croissant-shaped earrings, Moschino with celery-shaped bags and Gen Z fan favorite Rhode is drawing, literally, into the “little treat” culture. These pieces aren’t just playful—they’re tapping into a sense of whimsy, adding a layer of surprise and humor to luxury.
Even heritage brands including Prada and Chanel have embraced this trend. Their branded cafés and restaurants offer more than just products; they provide immersive experiences, inviting consumers to step into their world, immersing visitors into their brand with all their senses.
Some brands have tapped into it through bold collaborations. Balenciaga’s viral chip bag clutch with Lays, for instance, became a talking point worldwide. Kate Spade’s collaboration with Heinz, and more recently with M&M’s, turned heads by creating a collection tied to a familiar, everyday item. These partnerships leaned into pop culture, offering something unexpected and pushing the boundaries of what luxury can represent. Smaller designers such as Chopova Lowena, who recently made waves at London Fashion Week for her mayonnaise bag collaboration with Hellmann’s, are hopping on the bandwagon.
Luxury brands are adjusting to Gen Z’s craving for food-centric luxury experiences. But, as the fusion of luxury and food becomes more common, where does the industry go from here?
The answer might lie in the fifth sense: sound. Imagine a world where you don’t just see, feel, or even taste luxury—you hear it. Sonic branding is poised to elevate the brand experience to an entirely new dimension.
The rise of sonic luxury
Unlike sight and touch, sound has taken a backseat in luxury branding, but its emotional impact is massive. Studies suggest that music aligned with a brand's identity can boost sales by over 9%. Sound offers a powerful way to tap into emotions and memories, just like scent.
Luxury brands such as Burberry are innovating in this area. The Burberry Acoustic campaign, which extended to The Burberry Sessions, features exclusive music sessions by artists resonating with the brand’s British heritage.
For Gen Zers, who spend much of their time online, this sensory experience can easily extend to the digital world. A brand's sonic signature in online ads or social media can make each interaction feel personal and multisensory. Other industries, like Netflix with its 'tu-dum' and Intel with its jingle, have hinted at this—but fashion could take it even further.
Image: Burberry Acoustic Spotify
The future of sensory luxury
What if slipping on a pair of Balenciaga heels was accompanied by a subtle, bespoke chime with each step, an audio signature that signals your presence as much as your look? Imagine wearing a Louis Vuitton jacket that syncs with an app on your phone, producing a private playlist for your ears only—a melody that shifts as you move through your day.
As fashion evolves, the next wave of luxury might be less about what you wear and more about the immersive, multisensory experience that comes with it. If food brought indulgence and comfort into fashion, sound might be the element that makes luxury brands not just something you see or feel, but something you live and hear.
By Giorgia Amatemaggio Strategist at SuperHeroes AdAge - December 18, 2024.