Luxury consumers are changing, and so are the brands they buy.
According to Bain & Company, “by 2030 Gen Z will account for 25% to 30% of luxury market purchases, while millennials will account for 50% to 55%".
The Luxury Lions – originally named the Luxury & Lifestyle Lions – were introduced in 2024 to help set a new creative benchmark for this highly disrupted and exciting industry.
Read on to see the work that redefined luxury in 2024 and hear what the Jury will be looking for in this year's Cannes Lions Awards.
[Cannes Lions] is something that I personally have always missed when I moved into this sector because there was never anything to enter our work into and actually see on a global platform what everyone was doing.
Martin Latham
Head of Content
LOEWE, Spain
What did Lion-winning creativity look like in the luxury industry in 2024?
LOEWE x Suna Fujita
Entrant: LOEWE, Madrid Brand: LOEWE Award: Grand Prix, Luxury & Lifestyle Lions
Objective: Create a holiday campaign that showcases the brand’s dedication to luxury and craft rather than mass production. Impact: Drove increased traffic during the Christmas period: gifting season search sessions were up 45% vs 2023, with a 35% increase in revenue.
Bottega for Bottegas
Entrant: LePub, Milan Brand: Bottega Veneta Award: Silver, Luxury & Lifestyle Lions
Objective: Create a holiday campaign that reflects the essence of the brand: invisibility makes you the most visible. Put other bottegas in the spotlight to support the luxury category as a whole. Impact: The campaign culminated in a 94% increase in brand visibility, 165% increase in site visits and a 79% uplift in sales for the small bottegas.
Golden Opulence
Entrant: Beymen Group, Istanbul Brand: Beymen Award: Bronze, Luxury & Lifestyle Lions
Objective: Challenge the notion that luxury is based in the West and remind the world of Turkey’s fashion legacy throughout history. Impact: From 6 November to 12 December, the exhibition was visited by approximately 50,000 people. It garnered over 135m interactions on social media and was featured in 133 media outlets.
Letters To Neighbours
Entrant: Forsman & Bodenfors, Singapore Brand: Mandarin Oriental Award: Shortlisted, Luxury & Lifestyle Lions
Objective: Retain awareness and customer loyalty during a six-month closure.
Impact: US$200,000 in earned media, a feature in Singapore’s no 1 media publication and 105,000 views.
Watch last year’s Jury outline what they are hoping to see in this year’s winners
“Experience is the core of the luxury market, and we didn't see much of this work. So this is a big expectation for next year."
Diana Maranhão Communication & Image Director, ROLEX Juror, 2024 Luxury & Lifestyle Lions
Start your luxury journey here:
Learn about the Luxury Lion.
Get started on your Cannes Lions submission.
Got questions?
Looking for more inspiration?
Learn from decades of Award-winners and explore the world’s best work, insights and outcomes. Create better with The Work
