How to Write for Luxury Brands
The Language of Luxury
Luxury copy is an art form—it’s subtle, evocative, and rich with meaning. Luxury is not speaking to everyone, it's speaking to you - and only you know it. That's the magic of luxury. It's exclusive, only available to a select few. So, the language of luxury needs to showcase that.
Luxury copywriting uses an elegant, restrained tone. Instead of "soft leather," it's "buttery-smooth calfskin." Don't just tell the reader the details of how it's made, use a phrase like "a tradition passed down for generations." This way, instead of being told the leather is soft, you can feel the calfskin on your skin. And, instead of knowing that the watch is made by assembling the materials together in a specific way, you know that the craftsmanship is unique and special to this particular brand because the process has been kept a secret for generations. You experience the luxury while reading about it.
Every luxury brand has a distinct personality. That personality resonates with the consumer in a personal way which builds the love the consumer needs to keep buying from the brand.
The Art of Persuasion Without Pressure
Luxury isn’t about price, it’s about perception. Luxury companies don’t sell products; they sell status, heritage, and a lifestyle, creating an aura of exclusivity, craftsmanship, and desire. That means their words have to work differently. How do you write for a luxury brand without sounding pushy? How do you craft copy that persuades without pressure? You show the reader why they are missing out if they don't purchase your brand. You create a world where not owning the brand invokes the fear of missing out.
The Core Principles of Luxury Copywriting
Evoke Emotion
Luxury brands aren’t trying to please everyone—they’re talking to a select group of people. That means your copy should feel like a private conversation, not a public announcement. It needs to feel intimate and secretive. Phrases like “a moment just for you” or “crafted for those who know” create a feeling of exclusivity.
Speak to Exclusivity and Scarcity
Luxury products often represent limited editions or bespoke offerings, so the language should emphasize being part of an elite group. Highlight rarity and uniqueness so that the reader feels like they are part of an exclusive group, privy to something precious and hard to attain. The product becomes not only a desired object, but a rare opportunity—a symbol of distinction that separates them from the ordinary.
Emphasize Craftsmanship and Quality
Focus on the exceptional quality and craftsmanship behind the product. Luxury is built on precision, and the language should convey the mastery involved in every detail.
Sell a Feeling, Not a Feature
Most brands aim to sell a feeling, but luxury brands excel at it. A luxury watch is more than a mere keeper of time—it's a testament to legacy. A designer handbag isn’t simply an accessory—it’s a symbol of status. Your copy should stir emotions, confidence, aspiration, and refinement. Rather than detailing specifications, craft a narrative that resonates, making the reader not just understand, but feel the value.
Luxury doesn’t scream—it whispers. Instead of over-promising, let the product’s reputation speak for itself.
An Example from The Row
The luxury fashion brand founded by Mary-Kate and Ashley Olsen uses refined and evocative copy that can be seen in their minimalistic approach to both design and communication. Their product descriptions often exude a sense of quiet luxury and timeless elegance. For example, their Ophelia Sweater in Wool and Cashmere (Grey, Sand, Dark Navy, and Grey Melange) sells for $1,550 and is described: "The Row Essentials crewneck sweater in multi-stitch, heavyweight wool and cashmere knit with ribbed neckline, cuffs, and hem." This description, while simple, underscores the craftsmanship and quality of the materials, allowing the product's intrinsic luxury to speak for itself. It evokes the feeling of understated elegance, where the product’s value is communicated through its meticulous construction rather than through embellishments or flashy language.
An Example from Louis Vuitton
The 2014 Louis Vuitton campaign, titled "Series 2," was a bold fusion of fashion, art, and storytelling with the tagline "The spirit of travel". This phrase, along with the visuals, evokes the notion of "The Journey is the Destination." - another one of the campaign's taglines. It encapsulated the idea that the true luxury of travel lies not just in the final destination, but in the experiences and moments encountered along the way. This aligns with Louis Vuitton's branding, which positions its products as more than just functional items—they are symbols of a luxurious, well-lived life, where life is the journey.
This phrase speaks to the luxury experience, where owning a Louis Vuitton product isn't just about having something beautiful, but about elevating the entire experience of travel, exploration, and life itself.
What’s your favorite example of luxury brand storytelling? Reply and let me know—I’d love to hear your thoughts.
Click the follow button. You won't want to miss Vol. 1 | Issue 2 : The Psychology of Luxury.
By: Avalon Babinski