Article #2: Branding in the Era of Digital Status

By: Ava Saunders

Luxury isn't just about logos anymore- it’s about likes. For Gen Z, the most digital generation yet, branding has become more about digital presence, identity, and values. In the era of social media, where image is everything and status is shared in real time, the idea of luxury has shifted- and brands are being forced to catch up.

Digital Status Is the New Currency

In the past, status came from exclusivity and price tags. Today, Gen Z is redefining status as visibility. A $5 thrifted jacket can hold more value than a $500 designer piece- if it's styled creatively and shared in the right way. Social media platforms like TikTok and Instagram have turned fashion and luxury into public conversations. What matters isn’t just what you wear or own, but how it’s presented online. A brand’s aesthetic and ability to be “dupe-able” all affect how Gen Z engages with it. And that’s why even legacy names like Chanel or Gucci are now fighting for screen time on a For You Page.

Branding as Identity

Gen Z doesn't just buy products- they buy into values. Today’s consumers want brands that stand for something. Climate action. Body inclusivity. LGBTQ+ support. Digital transparency. If a brand doesn’t align with a consumer’s beliefs, it risks being ignored. This is why luxury labels are partnering with activists, digital creators, and niche communities.

Influencers Are the New Brand Architects

Forget celebrity endorsements. Gen Z cares more about micro-influencers, content creators, and even everyday peers. The people building a brand’s credibility now aren’t walking red carpets- they’re filming GRWMs from their bedrooms. In response, luxury branding is relatable. Campaigns are being designed to look more like a TikTok post than a magazine ad.

The Rise of Digital Luxury Brands

Brands like Telfar, Jacquemus, and MSCHF are perfect case studies in how Gen Z engages with luxury. They drop products like albums. They reward speed, community, and online engagement. Scarcity now lives in the form of countdowns and viral challenges. From virtual sneakers to NFTs, owning something digitally exclusive is becoming just as valuable than the physical version. Why? Because it can be shown to others instantly, shared widely, and lives forever in the digital world.