HOW LUXURY FASHION IS LEARNING TO SPEAK GEN Z’s LANGUAGE
JACQUEMUS, London Store Opening
Jacquemus has done it again—breaking the mold of traditional luxury branding by tapping into a rising internet personality, Bemi Orojuogun, better known as "Bus Auntie," to celebrate its London store opening. This unexpected pairing underscores a growing shift in high fashion, where brands are looking to align their exclusivity with the inclusivity of internet culture.
For Gen Z consumers, who live and breathe the ever-changing landscape of online trends, the partnership is more than a publicity stunt—it’s a cultural conversation. Jacquemus is one of several luxury players rewriting the rules of engagement, crafting connections that feel relevant, authentic, and digitally native.
From Glossy to Grounded: A New Playbook for Luxury Marketing
Once a domain ruled by unattainable ideals, luxury fashion is now entering an era where relatability reigns supreme. Gen Z, defined by their preference for humor, authenticity, and niche interests, has pushed brands like Loewe, Marc Jacobs, and now Jacquemus to pivot their strategies. In this space, a meticulously styled campaign fronted by a Hollywood star no longer carries the same weight as a viral video or a perfectly timed TikTok duet.
Enter Bus Auntie, a TikTok sensation whose comedic takes on everyday life have amassed a loyal following. Jacquemus’ choice to collaborate with her—known for her sharp humor and unapologetic authenticity—signals a deeper understanding of today’s consumer psyche. For Jacquemus, this is more than a campaign; it’s a strategy to stay culturally fluent and digitally approachable.
The Rise of the Niche Creator: Micro Communities, Macro Impact
Luxury brands are waking up to the influence of niche creators. Unlike macro influencers with millions of followers, these creators command intimate, highly engaged audiences. What they lack in scale, they more than make up for in cultural relevance.
Bus Auntie is part of this new class of influencers who can translate online humor and relatability into real-world impact. Her TikToks aren’t just content—they’re cultural artifacts for Gen Z audiences seeking something that feels refreshingly unpolished. For Jacquemus, partnering with such a figure sends a clear message: the brand understands that the path to influence isn’t paved by exclusivity alone but by its ability to connect.
Luxury Meets Laughter: Rewriting the Script on Fashion Campaigns
The Jacquemus-Bus Auntie collaboration follows a broader trend of luxury brands embracing creators who inject levity into a traditionally serious space. Another case in point is TikToker Bach, whose comedic sketches bridge the gap between haute couture and the everyday. Whether it's styling a $3,000 coat in a laundromat or parodying a red-carpet look, creators like Bach are redefining what it means to engage with luxury.
These campaigns aren’t just about visibility; they’re about breaking down barriers. They invite younger audiences into a world that once felt distant and unattainable, reframing luxury as something that can coexist with humor, creativity, and cultural commentary.
What This Means for the Future of Luxury
Jacquemus’ foray into TikTok territory isn’t an outlier—it’s the blueprint for what’s next in luxury marketing. As younger consumers continue to demand brands that align with their values and cultural lexicon, luxury houses will need to evolve beyond traditional strategies. The future of fashion isn’t just exclusive; it’s interactive, participatory, and deeply embedded in the zeitgeist of digital culture.
Expect more partnerships like this one—where brands not only embrace the personalities that define today’s digital spaces but also rethink their place in a world increasingly shaped by relatability, not just aspiration. Jacquemus and Bus Auntie have set the stage, proving that luxury can still turn heads, even when it’s riding the bus.
At Bungalow 28, we know that Gen Z demands more than just marketing—they seek connection, authenticity, and innovation. That’s why we’re redefining how brands engage with this dynamic generation. For us, it’s not just about visibility; it’s about creating experiences that resonate deeply and leave lasting impressions. Together, we’re reshaping what it means to build brands in a fast-paced, ever-evolving fashion landscape tailored to the values and energy of Gen Z.
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