By now, we know TikTok isn’t just for dance challenges and duets. It’s become a mainstream platform where trends are born, culture is shaped and where even premium and luxury brands can thrive. That doesn’t mean however that companies should start showcasing glossy TV-style commercials here — content needs to be bespoke.
Let’s look at Loewe, the Spanish luxury house. The brand is thriving on TikTok. Not because it’s posting cinematic campaign videos with moody lighting and orchestral soundtracks — but because it’s leaning into weird trends, low-fi edits, and content that’s honestly a little unhinged (in the best way).
Loewe’s posts get people talking because they don’t take themselves too seriously. You’ll see its iconic handbags in a video that looks like it was edited on an iPhone 7 in someone’s bedroom. And guess what? People love it. They stitch it, remix it, laugh at it and then they go to the store and spend £2,000 on a puzzle bag.
Here’s the big secret: the success isn’t just in the content itself. It’s in the conversation it sparks. TikTok is a word-of-mouth engine on steroids. If people are talking about your brand, even to say, “what on earth did I just watch?” — you’re doing something right.
So what can other luxury and premium brands learn from Loewe? Here are a few things that work on TikTok (and don’t worry, they don’t need to involve a drone and 5K cameras):
1. Be in on the joke (or at least not above it)
You don’t have to become a full-time meme account, but having a bit of self-awareness goes a long way. High-end or premium doesn’t mean humourless. In fact, showing your human side makes your brand feel more cult, less corporate. Bonus points if you can poke fun at yourself.
2. Think like a creator, not a creative director
TikTok isn’t about perfect shots — it’s about relatability, curiosity, and chaos. Try lo-fi, behind-the-scenes, or even experimental content that feels like something a creator would post. And don’t worry, your brand equity won’t melt if there’s a filter or shaky camera involved.
3. Hop on a trend… but make it fashion
Trends are TikTok’s native language. You don’t need to chase every one, but when something aligns with your tone or product, go for it. Loewe’s playful use of sounds, odd zooms, and surreal edits make them feel like they’re part of the community, not just advertising to it.
4. Leave room for the audience to play
The best TikToks aren’t just watched — they’re remixed, stitched, duetted. If your content gives people something to react to, joke about, or interpret their own way, you’re winning. Remember: every stitch is a potential new customer (or at least a free ad).
In short: your TikTok doesn’t have to look like your digital banner ad at Waterloo. It’s OK to loosen the silk scarf a little. TikTok rewards creativity, authenticity and a bit of personality; even from brands with heritage, history and three-storey flagships in Paris.
Loewe isn’t going viral despite being a luxury brand. They’re going viral because they act like they’re in on the fun and people love them for it.
Is your brand ready to try something new? Make it weird, make it wonderful — and most of all — make it TikTok.
Elisah van Allen is Head of Social at 33Seconds — a specialist communications agency working with industry leaders and pioneering companies, focused on the technology & innovation, lifestyle & entertainment and climate & sustainability sectors.
