In 2024, TikTok became a stage where luxury brands experimented with very different voices. Dior chose a polished and aspirational approach, staying close to its heritage of storytelling and refinement. Loewe, on the other hand, leaned into playfulness, embracing trends and collaborating with creators to feel right at home in TikTok culture.

The data shows that Loewe’s agility and willingness to adapt gave it stronger audience engagement, while Dior held steady by reinforcing its luxury identity. From hashtag strategies to creator partnerships, the report breaks down how both brands expressed themselves and what worked best for each.

This review offers marketers and brand teams a clear look at how luxury can thrive on TikTok, whether through consistency and brand equity or through experimentation and cultural relevance.

Download the full report here