Top Luxury Brands To Follow on Instagram

Instagram has become a prime platform for luxury industry brands to showcase their products and connect with a global audience. Leading brands use Instagram's visual appeal to highlight their craftsmanship, exclusive collections and elegant lifestyles. With captivating content, they blend aspirational imagery with storytelling, making luxury feel accessible while maintaining exclusivity. Luxury brands on Instagram have mastered the art of creating highly curated and aspirational content, blending modern trends with timeless elegance. Balancing accessibility with an aura of exclusivity keeps their brands highly coveted in the social media age.

The brands listed below expertly use Instagram's tools, such as Reels and Carousels, to engage followers, stay relevant and reinforce their prestigious identities. Whether it's storytelling, building a community or collaborating with celebrities and influencers, brands are using Instagram as part of its luxury marketing strategies to provide an immersive visual experience that draws in their followers.

The following data was collected from over 7,000 brands from January 1, 2024 until August 30, 2024. The brands on this list are sorted from highest to lowest engagement rate.

1. Thom Browne (@thombrowne) 

• Engagement rate: 1.34%
• Followers: 1.8M
• Follower growth rate: 11.20%

Thom Browne has a distinctive visual identity and is known for its signature gray tones, minimalism and uniform-like silhouettes. This aesthetic translates to the brand’s Instagram feed. Although the brand features celebrity content on its feed, it is subtle yet strategic. Rather than focusing on traditional celebrity endorsements, the brand highlights celebrities who align with its conceptual and sophisticated aesthetic. 

With an engagement rate of 1.34%, Thom Browne effectively leverages its strong visual identity to attract users and keep them liking, commenting and sharing. The 11.20% growth rate indicates that their strategy resonates well with both existing and new followers, amplifying brand loyalty.

2. Marimekko (@marimekko)  

• Engagement rate: 1.28%
• Followers: 956k
• Follower growth rate: 20.53%

Marimekko’s Instagram feed showcases their vibrant, iconic prints and modern Scandinavian design. Through a mix of fashion, home decor and creative collaborations, the brand engages its audience with both timeless appeal and contemporary relevance. The brand also leverages UGC as an impactful community-based marketing tactic and to showcase how customers are incorporating Marimekko’s iconic designs in their everyday lives.

The brand’s 1.28% engagement rate demonstrates its effectiveness in connecting with followers through vibrant visuals. The impressive 20.53% growth rate highlights how their focus on UGC fosters community and drives organic reach.

3. Helmut Lang (@helmutlang)

• Engagement rate: 0.78%
• Followers: 803k
• Follower growth rate: 7.52%

Helmut Lang is known for its innovative approach to fashion, using Instagram to highlight the brand’s timeless, deconstructed designs and strong cultural influence. Helmut Lang frequently partners with cultural icons, artists and celebrities who resonate with their brand ethos. These collaborations are subtly highlighted on their Instagram feed, allowing followers to engage with both the celebrity and the brand in an organic, authentic way.

The 0.78% engagement rate reflects the loyalty and consumer interest among Helmut Lang's followers, while a 7.52% growth rate suggests that its behind-the-scenes content and consistent, high-art branding effectively attract new followers, enriching the brand's narrative.

4. Ganni (@ganni)

• Engagement rate: 0.30%
• Followers: 1.5M
• Follower growth rate: 10.52%

While many Scandinavian brands are known for muted, minimalist styles, Ganni embraces bold prints, vibrant colors and quirky designs. The brand focuses on creating attention-grabbing Reels to resonate with a younger, fashion-forward demographic on Instagram. Ganni encourages its followers to use branded hashtags and reposts the UGC content to show appreciation for its followers. This has created a strong loyal customer base who feel connected to the brand. 

Despite a lower engagement rate of 0.30%, Ganni's large 10.52% follower growth indicates that its community engagement strategies continue to attract an audience. The use of UGC fosters brand loyalty and encourages authentic connections.

5. Marc Jacobs (@marcjacobs) 

• Engagement rate: 0.22%
• Followers: 12.3M
• Follower growth rate: 0.45%

Marc Jacobs collaborates with celebrities and fashion icons, which are often bold and artistic, aligning with the brand’s edgy and rebellious spirit. The celebrity presence on their feed draws attention and generates engagement, attracting new followers. Marc Jacobs also uses playful captions, interactions and humorous content, which helps build a strong emotional connection with followers. This lighter content keeps the feed fun and relatable while still maintaining the brand’s high-fashion appeal.

The brand's substantial 12.3M following showcases its broad appeal, even with a lower engagement rate of 0.22%. However, the slight growth rate of 0.45% indicates that a few strategy tweaks could help the brand maintain momentum and deepen engagement.

6. J.W. Anderson (@jw_anderson)

• Engagement rate: 0.22%
• Followers: 1.6M
• Follower growth rate: 3.67%

J.W. Anderson has established a strong and distinctive presence on Instagram, utilizing creative storytelling, its unique brand identity and innovative content strategies. The brand’s creative director, Jonathan Anderson, frequently shares personal insights, design inspirations and behind-the-scenes content on Instagram. His involvement adds a personal touch to the brand’s storytelling and strengthens the emotional connection with followers.

J.W. Anderson’s 3.67% growth rate suggests that its approach to personal storytelling resonates well with the audience, and helps drive interest.

7. Balmain (@balmain) 

• Engagement rate: 0.18%
• Followers: 12.2M
• Follower growth rate: 1.0%

Balmain often features editorial images from glossy fashion magazine, centering a luxury Parisian feel in all of its creative visuals. These highly polished, professional images enhance the brand's luxury image and create a cohesive, aspirational feed. Balmain’s feed is filled with meticulously curated images of runway looks, campaigns and celebrity red-carpet moments that emphasize the brand’s high-end status. The brand focuses on a visual experience with artistic, high-fashion photography that showcases their bold, opulent aesthetic. 

Balmain's impressive follower count of 12.2M demonstrates strong brand recognition, although its engagement rate of 0.18% could point to a need for more interactive content. The 1.0% growth rate is likely attributed to their large, existing following count although they may need to innovate to maintain follower interest.

8. Diane von Furstenberg (@dvf) 

• Engagement rate: 0.11%
• Followers: 1.8M 
• Follower growth rate: -0.28%

DVF has built a compelling and engaging Instagram presence by focusing on empowerment, timeless fashion and personal storytelling. Empowering women is at the heart of the brand's Instagram content, with posts often featuring business leaders, activists and creatives wearing DVF designs. By leveraging Diane’s personal story in fashion and business, DVF maintains a balance between classic and modern aesthetics and creates an engaging, inspiring and authentic presence on Instagram.

Despite a substantial follower count of 1.8M, DVF’s low engagement rate of 0.11% and a declining -0.28% growth rate suggest that DVF may need to revitalize its content strategy to reconnect with its audience and expand its followers number. Focusing on community engagement and expanding its storytelling to its audience could help reverse this trend.

9. Off-White (@off____white) 

• Engagement rate: 0.09%
• Followers: 10.1M
• Follower growth rate: -2.38% 

Off-White frequently showcases its high-profile collaborations with massive brands and luxury houses like Louis Vuitton. These partnerships are often highlighted through creative visuals that blend the aesthetics of both brands, amplifying the reach and appeal of the posts. Off-White actively encourages and reposts user-generated content, particularly from influencers and fashion enthusiasts who share photos of themselves wearing the brand. This helps to create a community around the brand and reinforces its street culture roots.

With a large following of 10.1M, Off-White's low engagement rate of 0.09% and negative growth rate of -2.38% indicate a passive following, who might be happy to view its content but not like, comment or share. Focusing on more interactive content and community-building could reinvigorate engagement.

10. Givenchy (@givenchy)

• Engagement rate: 0.05%
• Followers: 16.1M
• Follower growth rate: 0.40%

Givenchy successfully uses Instagram to maintain its status as a leader in the luxury fashion space while keeping its audience engaged and inspired. One of the ways Givenchy accomplishes this is by featuring celebrities and influencers in its content, leveraging their appeal to amplify their reach. Givenchy also heavily promotes launches of collaborations or limited-edition collections on their feed. Collaborations with other designers or brands are highlighted with sleek, branded visuals, helping to attract attention and build anticipation for the exclusive products.

Despite boasting a massive follower count of 16.1M, Givenchy's engagement rate of 0.05% suggests significant room for improvement. The slight growth of 0.40% indicates that while their collaborations attract attention, they may need to innovate further to engage followers consistently.

Dash Hudson supports luxury fashion brands by enhancing its visual storytelling, streamlining cross-channel reporting and ultimately driving engagement and sales through data-informed social strategies. With tools designed to optimize every aspect of a brand's social media strategy, from shoppable galleries and links to customized analytics and reporting, Dash Hudson lets luxury brands maintain their prestige while adapting to social media’s fast pace. Dig deeper into specific tools our luxury brands love, below: 

Campaigns

Dash Hudson’s Campaigns tool makes it easy to accurately measure social marketing results across channels, creators, media types and more. Luxury Fashion brands are leveraging the Campaigns to track performance during Fashion Week shows and new collections. The tool integrates with Google Analytics, allowing brands to measure ROI with easy cross-channel reporting that connects directly to revenue.

Predictive Vision AI

Dash Hudson's Predictive AI tool, Vision AI tool offers intelligent predictive content analytics that pinpoint which of your posts will generate the highest engagement based on past performance. Fashion brands who utilize Vision AI and post top-predicted content see an overall engagement rate 61% higher than low-predicted content. Brands also use Vision AI to segment content in Dash Hudson to compare how different styles, colors and shots perform.

LikeShop

Dash Hudon’s link-in-bio solution, LikeShop, helps brands by turning Instagram engagement into direct revenue, optimizing the shopping experience and providing actionable insights that allow you to refine your social commerce strategy. By fully customizing their LikeShop, luxury fashion brands can increase conversions while maintaining a visually compelling brand presence.