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Introduction to luxury brands turning to humour for their marketing success

How are luxury brands using humour?
Lady in a puff sleeve white shirt holding two biscuits over her eyes.

Welcome to Week 2

Last week we introduced you to humour in fashion; it’s historical perspectives, symbols and codes of the new Gen Y-Z.

  • Humour in fashion: a historical perspective
  • Humour and Surrealism
  • Humour: The new symbol of luxury
  • The three main benefits of humour for luxury brands
  • Humour: the code of the new Gen Y-Z

In this part of the course, we’ll discover why premium luxury brands are turning to humour for their marketing success.

Today humour has a heightened value. Traditional luxury brands have always been reluctant to embrace humour but from Prada to Burberry and Moschino, brands are winning by not taking themselves too seriously. The world itself sounds funny now so luxury fashion should lighten up in ways that feel authentic to go from aspirational to approachable. If companies seeing the most success all use humour, it’s because it draws people to even high-end brands.

This week we will explore:

  • how to take some seriousness away without making your brand the butt of the joke.
  • how you can provoke laughter or provide amusement by tailoring the style of your humour to directly serve the needs of your ideal customer.

By the end of this week, you’ll know how to give more character and life to your brand’s personality using humour.


In the comments down below, share you funny ideas with your peers brands can use to make you laugh. Reference the different types of humour you have learnt about thus far.

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Digital Playground: Where Luxury Fashion is Finding its Sense of Humour

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