Remember the good old days?

LUXURY INSIGHTS | June 1, 2025
Timeless insights for luxury brands.

Yesterday, in celebration of our Anniversary, my husband and I played our wedding videos for our two girls. My oldest (3 years) first asked how come we were on TV and then said “I wanted to be at your wedding, can we go back and be there again?”

It seems the desire to revisit good times begins at a very young age!

01. INSIGHT

Luxury brands are increasingly turning to throwback campaigns that evoke the "good old days” as a way to forge emotional connections in an era where AI-driven marketing can feel impersonal and dehumanizing. 

By reviving iconic designs, referencing historic collaborations, and utilizing retro visuals, brands are tapping into collective memories and a longing for authenticity, which offers consumers comfort and familiarity amid rapid technological change. 

As an example, Louis Vuitton’s 2025 campaign reimagined its legendary collaboration with Takashi Murakami, blending classic motifs with modern celebrity appeal to spark nostalgia and excitement amongst fans who remember the original collection.

02. INSPIRATION 

“Nostalgia marketing works because it connects the past with the present,
making brands feel more familiar, trustworthy, and emotionally resonant.”

— Jonah Berger

03. INTENTION

In a marketplace where AI can make interactions feel transactional, nostalgia marketing allows luxury brands to stand out by celebrating their uniqueness and creating meaningful, human-centric brand experiences. Considering this, what can your brand do to tap into feelings, memories, and shared connections that unite and uplift your audience?

Remember, how one feels about a brand carries far more weight than the brand itself.

Make it a fabulous week,

Creator of Luxury Insights 
Founder of The Luxury Copywriting Company

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