Luxury Brands Are Sliding Into DMs – And Small Brands Should Be Too
- lizziejward20
- Jul 21
- 2 min read
GKE MEDIA | Newsletter Issue 06
If you thought sliding into DMs was only for memes and flirtations—think again. Luxury labels like Louis Vuitton, Loewe, and Dior are taking their influencer outreach to the DMs, skipping the traditional agency pipelines and creating a sense of exclusivity that feels personal and powerful.
But here’s the plot twist: you don’t need a multimillion-pound campaign budget to do the same. Small brands can absolutely replicate this strategy in a way that feels genuine, approachable, and convertible.
What the Luxury Brands Are Doing
Brands like Jacquemus and Loewe have been quietly targeting mid-tier creators and inviting them to exclusive events or gifting campaigns via Instagram and TikTok DMs. The secrecy of it all? That’s part of the allure. It’s giving VIP.
A report by The Business of Fashion notes that luxury brands are “moving away from mass collaborations and turning toward curated, authentic relationships with creators.” (BoF, 2024)
Influencers are also more likely to share these DM interactions with their audience—making it free PR for the brand and boosting the brand’s reputation for being in touch with "real" creators.
So, What Can Small Brands Learn From This?
1. Engage First, Sell Later
Before sliding into someone’s inbox, start in their comments. Like their posts. Save their content. Share their stories.
According to Later Media (2023), creators are 68% more likely to respond to DMs from brands that have engaged with them previously.
2. Use the DMs to Connect, Not Just Pitch
Too many brands go in with “Hi, we’d love to gift you X” without context. Instead, open with real appreciation: a line about a post they made, a shared value, or why they stood out to you.
3. Build Community Over Campaigns
This isn’t about going viral. It’s about long-term relationships. By approaching creators like partners, not just promoters, you build a network of brand advocates.
As influencer marketing becomes more saturated, trust has become the currency that converts. (HubSpot, 2024)
Real GKE MEDIA Insight
This strategy isn’t just theory. It’s what we’re implementing with our clients right now.
For example, our client @ImplicitlyPretentious assumed that with under 300k subscribers, they couldn’t secure partnerships. But with a custom media kit and a strong outreach strategy, they discovered they could easily pitch for £500-£5,000 campaigns depending on alignment and usage.
Another GKE client, Robin JT, has a little over 1,000 followers—but with the right positioning, has already received interest from small indie brands in her niche.
Why? Because it’s not about size. It’s about connection, values, and trust.
Final Thoughts: Stop Waiting for Creators to Find You
Your dream collaborators are one DM away—but you need a strategy that feels human. The most valuable influencer partnerships in 2024 aren’t loud. They’re personal, thoughtful, and rooted in shared vision.
And guess what? That’s exactly what GKE MEDIA helps brands create.
Need Help With Your Influencer Outreach?
From designing your comment strategy to writing your first outreach DMs, we do it all.
We can build your media kit, or represent you directly—either way, your growth starts now.
Let’s make your brand unforgettable.
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