Luxury through the eyes of Generation Z. The 10 most popular brands on Instagram

photo: Pixabay

Future trends will be shaped—if they aren’t already—by young people, and one of the key indicators of approval or disapproval from Generation Z for anything is the number of interactions on social media. This makes it very easy to see which brands are capturing the most attention among the youth. Here are the 10 most popular brands based on their number of followers on Instagram.

Instagram has become one of the leading social media platforms—alongside Facebook, X (formerly Twitter), and TikTok. It’s arguably the platform most closely associated with so-called influencers: people who attract masses of followers with their content. Influencers can not only earn enough on Instagram to remain self-sufficient and forget about traditional jobs, but some even amass fortunes, pocketing hundreds of thousands of dollars for a single photo. Today, attention is the most valuable currency of all.

Which luxury brands are the most popular among the younger generation?

For the marketing departments of individual brands, this has been a given for a long time. Competing companies are therefore racing not only in the marketplace, but also online, fighting for consumers’ attention. This way, they’re able to reach the youngest generations, since it’s young people who dominate social media. By looking at the follower statistics of well-known luxury brands’ profiles, we can easily see which ones are most popular among Generation Z. Here’s the ranking:

#1 Chanel (59.4 million followers)

Chanel holds the top spot for a reason. The brand’s marketing team has managed to create the atmosphere of a physical boutique on its Instagram profile, allowing users to feel almost as if they’re shopping in person—and that’s exactly the point.

#2 Louis Vuitton (55 million followers)

Louis Vuitton doesn’t follow trends—Louis Vuitton sets them! The brand is also making its mark by connecting with the younger generation on social media, and it’s clearly doing it well. The LV Instagram profile is followed by 55 million users. Like other brands, Louis Vuitton collaborates with influencers, further boosting the incredible reach of this luxury industry giant’s profile.

#3 Gucci (52.7 million followers)

No surprise here. Over the past few years, Gucci has been an undisputed phenomenon among generations coming of age. Gucci bags and belts have been, and still are, synonymous with prestige—at least for Generation Z. The brand’s remarkable popularity on social media only reinforces its status. The only odd thing is that Gucci landed in third place.

#4 Dior (45.5 million followers)

The Dior Instagram profile is not just about marketing and promotion, but also… education. The brand showcases high-quality photos, blending visual experiences with storytelling and the inspiring influence of influencers and celebrities. But that’s not all. Dior is also unafraid to reveal how trends are created behind the scenes, offering a backstage look at the design process and intricate craftsmanship.

Wristwatch 6729922 1280 — photo: Pixabay

#5 Prada (33.3 million followers)

“The Devil Wears Prada,” and Gen Z—in this context—wouldn’t hesitate to sign a pact with the devil. A monumental 33 million followers prove that Prada will remain a fashion giant for a long time to come.