Can Modern Creator Brands Become Legacy Luxury Houses?

Creator brands are now a dime a dozen. And along with beauty, apparel is one of the most common product areas for emerging creators to offer their audiences.

The emergence of creator brands such as Fenty by Rihanna and Skims by Kim Kardashian represents a seismic shift in the luxury brand landscape. These ventures, born from the powerful personal brands of their celebrity founders, harness immense social media followings and direct-to-consumer marketing strategies that traditional luxury houses could once only dream of.

But can a brand started by a creator grow beyond the “cold start problem” that comes from her audience’s goodwill? Another question now facing the industry is whether these nascent brands can one day evolve into luxury household names with the kind of heritage that brands like Loewe boast. On one hand, creator brands bring a fresh and inclusive perspective to fashion and beauty, aligning with modern values that prioritize diversity, accessibility, and personal expression. Rihanna’s Fenty Beauty, for example, set a new standard with its 50-shade foundation range, challenging industry norms and sparking a broader movement toward inclusivity.

Similarly, Skims redefined shapewear with products that cater to a wide array of body types and skin tones, underscoring a commitment to practicality and comfort without sacrificing style. However, developing a heritage similar to that of Loewe, which was founded in 1846 and has centuries of craftsmanship behind it, is a formidable challenge for these newer brands. Heritage in the luxury sector is often closely linked to a lengthy history of artisanal expertise and a legacy of influencing fashion at a global scale.

It remains to be seen if creator brands, with their distinctly modern origins and business models, can be able to cultivate a similar depth of historical allure and craftsmanship perception. Regardless, the rules of engagement are changing. The digital-first approach of creator brands, coupled with their ability to quickly adapt to consumer demands, might redefine what “heritage” means in the future of luxury.

As they continue to build on their initial successes, investing significantly in quality and innovation, these brands may well establish new traditions and legacies that resonate with future generations. While they may not replicate the historical trajectory of brands like Loewe, they could forge new paths to becoming enduring symbols of luxury in their own right.

Building a brand that can sustain itself for centuries, like Hermès, requires a confluence of factors that transcend mere popularity or market presence. It involves a meticulous blend of tradition, innovation, quality, and a deep understanding of the brand’s identity and its relationship with consumers.

Hermès, founded in 1837 as a harness workshop, has become synonymous with the pinnacle of luxury. The brand’s enduring success is rooted in its commitment to craftsmanship and exclusivity. Hermès has cultivated an image based on high-quality materials and traditional techniques, passing skills from generation to generation. This dedication to craftsmanship helps to sustain a narrative of heritage and exclusivity, making each product not just an item of purchase but a piece of history.

Sustaining a brand over centuries isn’t just about preserving the old but also about embracing the new. Hermès has skillfully balanced its storied traditions with modern demands, venturing into new product lines such as ready-to-wear and accessories while ensuring these expansions align with their core values. For example, the introduction of the now-iconic Birkin bag in the 1980s showed Hermès’s ability to innovate within its luxury framework and respond to the needs of its contemporary clientele.

A deep, consistent brand identity helps to reinforce customer loyalty and attract new generations of consumers. Hermès has maintained a clear, luxury-oriented brand identity that emphasizes quality and discretion over overt marketing. This subtlety in brand promotion, paired with exceptional customer service, creates an exclusive experience that strengthens consumer loyalty and enhances brand prestige.

The ability to adapt to market dynamics while maintaining core brand values is crucial. Hermès has navigated economic downturns and changes in consumer behavior by strategically expanding its product lines and entering new markets without diluting its brand ethos. This agility has been vital in sustaining its relevance and appeal across different eras.

For modern creator brands aiming to build a legacy, the path charted by Hermès offers valuable lessons. Some examples of modern luxury brands started by founders from out-of-industry backgrounds are TOTEME (founded by former blogger Elin Kling) and The Row (founded by the Olsen twins actresses). While these brands may originate from a more modern era, they may have a chance to sustain for centuries. Just as Hermès has built a legacy on the foundations of craftsmanship and adaptability, new brands must find their unique balance of tradition and innovation to endure through the ages.