Dear all,
The FIFA World Cup 2026 is now officially over and What The Luxe is back!
In the stadium, the best teams in the world have competed against each other to gain the precious golden trophy (whose case is created by Louis Vuitton, by the way).
Outside of the stadium, the competition hasn't been less fierce.
From watch brand Hublot's partnership with French soccer prodigy Mbapp茅 to Burberry's humorous post-match analysis, luxury brands have been pouring their creativity (and their media budgets) into impressive campaigns. Their goal? Capture the hearts and minds of the global audience gathered for an event spanning across Canada, the US and Mexico.
Let's dive into this and let's explore the latest trends in luxury & beauty.
I hope you'll enjoy this week's edition and that it will make you think ...
What The Luxe?!
Cheers,
PS: feel free to hit reply to leave a comment, I read and answer every message
Data provided by Submarine.ai the Frontier Insights Lab that boost your business and make your content irresistible.
Top Brands this week
This week vs last 8-week average
 | 1. Tory Burch 路 19.7x its usual week |
1.9M views, 99 percent from a birthday fan edit for model Alex Consani. When a fashion house posts like a stan account, the algorithm treats it like one.
 | 2. Bottega Veneta 路 16.4x its usual week |
1.1M views, nearly all from Baby Campana, a 16-second film about the miniature of its 2004 chair. It ran on YouTube.
 | 3. Rimowa 路 2.8x its usual week |
Almost all of its 1.8M views came from a Williamsburg mural painted layer by layer for the latest campaign. The next best Rimowa post did 2,337 views.
 | 4. Miu Miu 路 1.9x its usual week |
17.6M views, the biggest raw number here. The FW26 Vivant bag clip did 9.3M and a runway-to-street cut added 8.3M.
 | 5. Alo 路 2x its usual week |
4.2M views across 12 posts. The sunglasses launch film took 1M and two satsuma breeze ASMR clips added 2.5M.
Top Videos
The most viewed Luxury & Beauty videos of the week
 | TikTok |
Prada 路 10.4M views
Ambassadors Troye Sivan, Hunter Schafer and Kelvin Harrison Jr. answer "What's on your playlist?"
Burberry 路 7.7M views
A single polo shirt and a two-word pun, "Strike a polo".
Dior 路 5.5M views
Jimin tries on his custom Dior looks before the BTS tour date in Paris.
 |
Ferrari 路 1.4M views
The Luce film opens on "How do you engineer an emotion?" and answers from the driver's seat.
Coach 路 610K views
Coach sells the Teri shoulder bag with the caption "us drawing attention to ourselves".
Sephora 路 590K views
#SephoraSquad creator Sally Kim's skincare routine became the retailer's biggest post of the week.
 | YouTube |
Chanel 路 558K views
Chanel Connects went live from the Venice Biennale with Yana Peel and two Next Prize winners.
Mango 路 401K views
A summer campaign Short whose caption is nothing but a subscription pitch.
Jacob & Co 路 64K views
The Bugatti Tourbillon puts a W16 engine block on a wrist. Glorious!
Top Trends
Zoom: luxury's World Cup week
The FIFA World Cup 2026 final was played in New York on July 19. Around 90 luxury and beauty posts referenced the tournament this week.
- Louis Vuitton sent House Ambassadors Hoyeon and Carlos Alcaraz around New York before the final. The film took 4.8M views on Instagram and 4.6M on TikTok.
- Wonderland took 293K views on Lamine Yamal sharing the trophy with his 3-year-old brother.
- Dove is already posting #KeepHerConfident content for the 2027 Women's World Cup.
Stage: peaking. This week was the echo; 2027 is the next opening.
Also on the radar
Nordstrom Anniversary Sale
peaking 路 64 posts, 7.6x baseline. Nordstrom leads, creator hauls follow.
National Lipstick Day (July 29)
igniting 路 27 posts after 8 near-silent weeks. ColourPop queued 16; MAC and Clinique joined.
Tyla
igniting 路 17 posts, 7.6x her baseline. Album A*POP dropped July 24, covered within hours; a Shakira duet gave Vogue Spain 5.9M views.
If you've enjoyed What The Luxe, share it with a friend. If you've hated it, share it with an enemy.
Data provided by Submarine.ai. Numbers cover July 20 to 26, 2026, from 15,653 posts by Luxury & Beauty brands and creators on Instagram, TikTok and YouTube. Baselines are each brand's own 8-week weekly average. View counts are as scraped on July 26-27, so the newest posts are still climbing.