Dear all,
I hope you are enjoying your summer break. I'm writing this issue from beautiful Mexico before flying back to Miami soon.
While you are perfecting your tan on the beach, some luxury brands are spending their time in a very short list of places, like Saint-Tropez, Portofino, Mykonos, Lake Como, the Hamptons and Monaco.
We counted every post from a Luxury and Beauty account that names one of 14 summer destinations.
Gucci shot a full campaign in Monte Carlo, and that single post is the most watched of the whole six months. Louis Vuitton posted the Formula 1 trophy trunk and a Monaco city guide. Jacquemus opened a shop in Saint-Tropez.
(check the trend section to read more about this)
The rest of the issue stays in the same holiday mood. Herm猫s handed a nail salon to a cat, Bugatti built a single car for a single customer, and Copenhagen Fashion Week went from 8 posts to 132 in one week.
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. MONDAY Haircare 路 9.2x its usual week |
The haircare brand published 4 posts this week. One of them did 2.5M views with a caption made of two emojis only.
 | 2. ONE/SIZE by Patrick Starrr 路 5.7x its usual week |
Influencer-led brand ONE/SIZE launched in Sephora stores across Mexico this week. They've published 25 posts, and the Spanish announcement video did 3.6M views on its own (out of 4M for the whole week).
 | 3. Herm猫s 路 5.0x its usual week |
Herm猫s published only 2 posts this week but both worked really well. A film for its nail polishes, set in a beauty salon run by a cat, did 2M views. A 3D animation of the Cha卯ne d'Ancre Alea II ring did 975K.
 | 4. Bugatti 路 4.4x its usual week |
Bugatti presented the DESTRIER, a car built as a single unique piece for one customer. The reveal video did 1.9M views on TikTok on Thursday, and the brand posted a new video of the same car every day until Sunday.
 | 5. Loewe 路 2.6x its usual week |
Loewe published 2 videos on TikTok, both with very short captions that sound like a personal account rather than a fashion house. "Home. She's going home." did 1.6M views. "The same summer I begged for btw" did 231K.
Top Videos
The most viewed Luxury & Beauty videos of the week
 | TikTok |
Miu Miu 路 8.5M views
Showing the Fall/Winter 26 shoes in an ASMR-like video of bubble wrap popping.
r.e.m. beauty 路 7.9M views
Ariana Grande (founder of the brand) trades fidget toys from r.e.m. beauty. She's a tough negotiator!
Burberry 路 3.8M views
Matt Streeton, known as the voice of British railway announcements, reads for Burberry. So British.
 |
Urban Decay 路 4.9M views
Mika Abdalla presents Ghosting Spray, a face powder that is applied as a spray.
Herm猫s 路 2M views
A poetic cartoon reimagining the Tom & Jerry story in a beauty salon and in a very... Herm猫s way.
Chanel 路 1.5M views
The campaign film for the Coco Crush jewellery line, shot at the Chateau Marmont with Jennie and Gracie Abrams.
 | YouTube |
Chanel 路 784K views
The artist Linder Sterling talks about 5 decades of collage and punk, filmed as her retrospective opened in Japan.
Ferrari 路 669K views
Lewis Hamilton and Charles Leclerc race against Ferrari's own esports team.
Top Trends
Zoom: where luxury spent the summer
We've counted every post from a Luxury and Beauty account that names one of 14 summer destinations.
Among them Saint-Tropez, Portofino, Mykonos, Lake Como, the Hamptons and Monaco.
In February, 124 posts named one of them. In July, 536 did.
The Summer Effect.
Here are a few examples to illustrate this trend:
- Gucci shot a full campaign in Monte Carlo. That post did 3.1M views, the most watched of the whole six months.
- Louis Vuitton posted from Monaco twice. The Formula 1 trophy trunk did 1.9M views and a Monaco city guide did 2.9M.
- Jacquemus opened a shop in Saint-Tropez and posted from Ibiza.
- Flannels filmed on Lake Como.
- Victoria Beckham went back to Portofino, to share the inspiration behind the Portofino '97 fragrance.
Also on the radar
Back to School
62 posts this week, against 15 two weeks ago and only 2 at the end of June. Ralph Lauren's kids line is the biggest brand on the list, but most of the posts are haircare. Rizos Curls has the most watched one with 21K views, and Zuvi's hair colour printer keeps appearing in back to school posts.
Copenhagen Fashion Week
132 posts this week, against 8 the week before. Ole Henriksen is the official skincare partner of the fashion week and posted almost every day. Kevin Murphy did the hair at the Collina Strada show. The most watched post of the week is Printemps following one of its buyers around the shows, with 604K 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 August 3 to August 9, 2026, from 15,684 posts published by Luxury & Beauty brands and creators on Instagram, TikTok and YouTube. Each brand is compared to its own average week over the previous 8 weeks. The summer destinations chart counts 14 place names as one group and stops at the end of July, the last complete month. View counts were collected on August 10 and 11, so the most recent posts are still gaining views.
