More Than a Moment

In an era when social media is rewriting business rules, how can emerging designer brands move beyond viral moments to build lasting success? We asked industry experts for their take

- Cathy Huang

This year's viral moments have included Taylor Swift's engagement ring, which threw emerging jewellery designer Kindred Lubeck into the global limelight overnight; Labubu soft toys, which continue to gain momentum in no small part due to Blackpink's Lisa sharing hers on social media; and Anne Hathaway's vintage Coach messenger bag, spotted in onset photos, sparking trends months ahead of the release of The Devil Wears Prada 2.

The pattern is clear: celebrity influence on social platforms is a surefire route to viral success—and, ultimately, commercial returns.

By leveraging influencers to sell lifestyles—not just products—brands are tapping into a fundamental human reaction: “I want that too.” “Social media drives discovery; it’s where we spot new brands and generate excitement around products,” explains Tiffany Hsu, chief buying officer at online luxury boutique Mytheresa. “The rise of Millennials and Gen Z has democratised luxury, transforming it from an exclusive world into something more dynamic, global and inclusive.”

Hsu's journey in luxury retail took her from London's famed Selfridges department store to Lane Crawford in Hong Kong, before she joined Mytheresa in 2015. She has witnessed firsthand the rise of social media and its revolutionary impact on luxury consumption. “When I started at Mytheresa, luxury still operated within a very traditional framework. Luxury buyers were much more focused on a more mature clientele, and social media wasn't yet seen as a relevant communication tool for luxury brands. Influencers were barely emerging,” she says.

She was an early adopter of viewing social media as a core research tool, which has given her invaluable insight into the new generation of consumers.