4 Great Examples of Summer Marketing Campaigns for luxury brands
What’s icier than ice cream? Ice-white diamonds, of course.
Never underestimate the power of a seasonal refresh. As the days grow longer and the mercury rises, consumer mentalities shift. The cozy, introspective mood of winter gives way to an adventurous, sun-drenched optimism. For brands, this is a golden opportunity to shed their winter layers and embrace a fresh, seasonal identity. Updating marketing campaigns for the summer isn't just about staying relevant; it's about connecting with your audience on their wavelength, speaking to their current desires, and showing that your brand understands the rhythm of their lives. From breezy visuals to experiential activations, a well-executed summer campaign can be the difference between blending in and standing out. Let’s get into it:
TMC Fine Jewelers Keeps It’s Cool With A Summer Treat
First up is TMC Fine Jewelers, a brand that’s making a splash in the world of paid social with a campaign that’s as cool as it is brilliant. Formerly known as The Moissanite Company, TMC is stepping into the summer with a campaign that’s dripping in luxury: ‘Indulge in Lab-Grown Diamonds.’
The hero visual of this campaign is a masterstroke of clever branding: a glistening ice cream cone, not of sorbet or gelato, but of sparkling, lab-grown diamonds. It’s a playful, audacious image that immediately grabs attention and communicates a message of accessible luxury. The visual is a perfect metaphor for the brand’s positioning: diamonds as a delicious, attainable treat.
This campaign is particularly noteworthy given TMC’s recent rebrand. By moving away from their moissanite-focused identity, they are signaling a strategic shift into the lab-grown diamond market, a space that is rapidly gaining traction with modern consumers. This isn’t just a name change; it’s a re-contextualization of the brand. The ‘Indulge in Lab-Grown Diamonds’ campaign is a perfect example of “show, don’t tell.” It doesn’t just say that TMC is a luxury brand; it exudes it. The imagery is chic, confident, and aspirational, encouraging the viewer to discover more about the world of lab-grown diamonds and, by extension, TMC Fine Jewelers. It's a move that feels both smart and stylish, a testament to the brand's forward-thinking approach to engagement ring content marketing.
2. Corridor Features Breezy Vibes to Reflect Breezy Clothes
Next, we turn our attention to Corridor, a brand that has carved out a niche for itself with its woven luxury clothes tailored for affluent millennials. For their spring/summer editorial campaign, “Fire Island Pines,” Corridor has created a visual narrative that is as breezy and inviting as the clothes themselves. You can view the full editorial in their journal.
Corridor understands that for their target audience, it’s not just about the clothes; it’s about the lifestyle. The “Fire Island Pines” campaign is a beautiful example of this. The visuals prioritize the wear and comfort of the clothes, showcasing them in a way that feels natural and un-styled. But more than that, the campaign paints a picture of a laid-back summer lifestyle, an idealization of easy, breezy days by the beach. The message is subtle but powerful: wear Corridor, and you too can have this life.
This message is reinforced through their social media presence. Their Instagram captions, for instance, often evoke a sense of nostalgia and wanderlust, further building on the aspirational quality of the campaign. A caption for one of the campaign images reads, "Our new collection is inspired by the hazy, dreamlike quality of a summer day spent by the sea. Think salt-air, sun-bleached fabrics, and the easy, unhurried rhythm of life on the coast." It's this kind of evocative language that transforms a simple piece of clothing into a coveted lifestyle accessory.
What’s particularly impressive about Corridor’s approach is their commitment to a 360-degree marketing strategy. The "Fire Island Pines" content is not confined to a single platform. It’s woven into the fabric of their entire brand experience, from their Instagram feed to their blog content and even a seasonal website refresh. This integrated approach ensures that no matter where a potential customer encounters the brand, they are met with the same cohesive and compelling message. It’s a strategy that offers a large band for its buck, demonstrating a deep understanding of fashion marketing in the digital age.
3. Jacquemus Invites You Into Their Summer
Palm trees, clear skies, and Jacquemus…we need to be there like, yesterday.
When it comes to creating a summer buzz, few do it better than Jacquemus. The French fashion house has a well-deserved reputation for experiential and viral marketing, from its giant, drivable purse-cars to its stunning, lavender-field runway shows. This summer, they’ve once again captured the internet’s attention with a campaign that is playful, thematic, and utterly unforgettable.
The campaign features none other than The White Lotus’s Jon Gries, a casting choice that is both unexpected and brilliant. Gries, with his deadpan humor and everyman appeal, is the perfect foil for the brand’s high-fashion aesthetic. The campaign sees him surrounded by a sea of bananas, a quirky, on-brand motif that is both visually striking and inherently shareable. It’s a campaign that doesn’t take itself too seriously, inviting the viewer to join in on the fun.
But Jacquemus doesn’t just want you to see their summer; they want you to live it. This is where their experiential marketing truly shines. As Vogue Business reports, “Fans of Jacquemus can head to Ibiza’s Cala Jondal to be fully immersed in the brand world: lounge on a polka-dot sunlounger; under a raffia or Jacquemus-branded parasol; dry off with a banana yellow Jacquemus towel; and stop by the pop-up shop for a Jacquemus “Banana Loca” tee or cap to take home as a memory of a very Jacquemus day by the Mediterranean Sea.”
By inviting fans into their world, Jacquemus is creating a powerful, emotional connection with their audience. They are not just selling clothes; they are selling an experience, a feeling, a memory. It’s a strategy that fosters a deep sense of brand loyalty and turns customers into evangelists.
If it’s in Vogue, we trust it
4. Le Labo Works Its Affiliate Magic
Finally, let’s talk about Le Labo, the cult-favorite fragrance brand that has mastered the art of subtle, sophisticated marketing. While other brands are shouting from the rooftops, Le Labo is whispering in the ears of the right people, thanks to a clever use of affiliate marketing.
For those unfamiliar, affiliate marketing is a performance-based marketing strategy where a brand partners with content creators, or “affiliates,” who promote their products in exchange for a commission on sales. It’s a powerful tool for reaching new audiences and generating authentic buzz.
Le Labo has perfected this technique, partnering with luxury content producers like Vogue to be featured on highly coveted lists like “15+ Best Summer Fragrances.” This is a brilliant move for several reasons. First, it allows them to target the change of seasons in a way that feels organic and editorial, rather than like a blatant advertisement. Second, it leverages the authority and credibility of a trusted publication like Vogue, giving their products an instant stamp of approval. And third, it allows them to reach a highly engaged, affluent audience actively seeking recommendations for new products. It’s a sly, sophisticated strategy that has helped Le Labo become a dominant force in the fragrance world.
Have You Considered Your Summer Marketing Yet?
As we’ve seen from these four distinct and successful examples, there’s no one-size-fits-all approach to summer marketing. What works for a luxury jeweler might not work for a niche clothing brand, and what works for a fragrance house might not work for a high-fashion powerhouse. But what all of these brands have in common is a deep understanding of their audience and a willingness to get creative.
So, as the summer season approaches, it’s time to ask yourself: Have you considered your summer marketing yet? Are you ready to shed your winter layers and embrace a fresh, seasonal identity? If you’re looking for a partner to help you navigate the ever-changing landscape of ecommerce content marketing and create a summer campaign that truly shines, look no further than BitterRoot. We’re a team of creative storytellers and strategic thinkers passionate about helping brands connect with their audiences in meaningful and memorable ways.Contact us today to request more information and let’s make this your most successful summer yet.