The August Trend Report

August is a month of transition. Long summer days are giving way to the first hints of autumn, and timelines are filled with travel snapshots, golden-hour moments, and pre-fall fashion previews. It is the perfect time for luxury brands to capture attention with content that feels both aspirational and in tune with the season’s energy.

At By A Management, we have curated five social media trends shaping the luxury space right now. Each comes with practical ways to make them your own, along with the polish and creative vision that ensure your content feels truly exclusive.

1. Brands Sliding into DMs & “Close Friends” for High-Value Engagement

Why it works:
Luxury brands—Dior, Louis Vuitton, Bally, and Maison Margiela—are using DM and Close Friends stories to engage VIP creators and customers personally. This kind of direct outreach fosters connection and exclusivity that public posts cannot match.

Use this trend to:

• Invite top-tier clients to private previews or bespoke collections via Close Friends Stories.
• Collaborate with stylists or micro-creators in group messages as part of an intimate launch circle.

Popular audio:

• Subtle ambient soundtracks or soft instrumental loops—especially muted jazz or lounge—for video messages that set an exclusive, calm tone.

✦ Agency Tip:
We design private content strategies that feel personal without sacrificing elegance — from bespoke video messages to Close Friends sequences that look as refined as a brand campaign.

2. Community-Generated Content: High-Trust, High-Impact Storytelling

Why it works:
Community-generated content yields more trust and higher engagement, particularly valuable in luxury where trust and resonance matter deeply.

Use this trend to:

• Highlight beautifully shot submissions from clients or artisans under an exclusive campaign hashtag.
• Feature behind-the-scenes craft moments from clients’ own use of pieces.
• Curate community content into galleries (Stories, Reels) that showcase shared experiences.

Popular audio:

• Minimalist instrumentals that subtly elevate without overproduction.

✦ Agency Tip:
We guide clients in commissioning and curating UGC that matches their visual standards, providing creative direction so community content feels authentic yet unmistakably luxurious.

3. “Pass the Object” Transition

Why it works:
This trend features multiple creators seamlessly passing an object, such as a handbag, fragrance bottle, or pair of sunglasses — from one frame to another, often across different locations. It creates a sense of continuity and community while showing a product in diverse, aspirational settings. Luxury brands have embraced it for its potential to showcase craftsmanship, versatility, and global reach in a visually playful way.

Use this trend to:

• Collaborate with a curated group of brand ambassadors or stylists to film segments in their unique environments.
• Use the pass to reveal different ways of styling or using a single hero piece.
• Create an international “around the world” montage by passing the object between cities.

Popular audio:

• Upbeat, fashion-forward tracks with a consistent beat for syncing transitions (often pop-house).

✦ Agency Tip:
We coordinate every step of multi-location content like this — from selecting the right collaborators to ensuring each segment matches the brand’s visual DNA — so the final pass feels fluid, elevated, and worthy of your most iconic pieces.

4. Resurgence of Long-Form Video Commerce

Why it works:
Consumers are craving depth amidst short-form overload—long-form video engagement has risen, giving brands the space to immerse viewers in craftsmanship and narrative.

Use this trend to:

• Release episodic, 3-5 minute films showcasing atelier process, seasonal story arcs, or designer journeys.
• Combine long-form storytelling with shoppable touch-points in embedded layouts.

Popular audio:

• Carefully composed ambient scores that evolve across the narrative.

✦ Agency Tip:
We produce long-form content with cinematic pacing, weaving commerce touchpoints naturally into storytelling so it feels like an experience, not a transaction.

5. “Quiet Luxury” Aesthetic & Understated Visuality

Why it works:
“Quiet luxury” — subtle, logo-free elegance — is ascendant. Consumers now celebrate discreet wealth communicated through materials, tone, and craft, not flashy branding.

Use this trend to:

• Create sophisticated short reels focusing on tactile details—fabric drape, hardware, texture—with minimal branding.
• Use monochrome, muted palettes and lighting that emphasize quality and heritage.
• Pair context—like atelier interiors or calm living spaces—with elegantly penned text overlays.

Popular audio:

• Minimalist piano or ambient instrumental tracks that reinforce subtle refinement.

✦ Agency Tip:
We refine every creative element — from lighting to colour palette — to ensure subtlety reads as sophistication, delivering visual minimalism with maximum impact.

August’s social media landscape proves that luxury does not need to be loud to make an impact. The most effective brands are choosing intimacy over reach, craftsmanship over quantity, and smart cultural alignment over trend-chasing. When executed with intention, these approaches create the kind of content that not only engages but leaves a lasting impression.

For our clients, this is the moment to experiment within a carefully curated framework: to bring personality into prestige, and to let heritage and modernity share the same stage. Whether through private channels, nostalgia-driven storytelling, or understated visual elegance, the goal is the same: to make every interaction feel like a personal invitation.