{"id":185492,"date":"2025-12-22T14:36:12","date_gmt":"2025-12-22T13:36:12","guid":{"rendered":"https:\/\/luxus-plus.com\/?p=185492"},"modified":"2026-02-11T14:53:30","modified_gmt":"2026-02-11T13:53:30","slug":"column-the-art-of-enchanting-the-holidays-when-brands-awaken-our-emotions","status":"publish","type":"post","link":"https:\/\/luxus-plus.com\/en\/column-the-art-of-enchanting-the-holidays-when-brands-awaken-our-emotions\/","title":{"rendered":"[COLUMN] The art of enchanting the holidays: when brands awaken our emotions"},"content":{"rendered":"<h4>At a time when performance dictates brand narratives, the holiday season reminds us of an essential truth: luxury is above all about emotion. This moment in the calendar is not just a commercial peak\u2014it is a privileged space for storytelling, a theater of wonder, a stage where brands can connect with their target audiences. In 2025, certain luxury houses and premium brands have managed to orchestrate this magic, not by multiplying messages, but by focusing on the essentials: sensitivity, memory, and shared beauty.<\/h4>\n<p><!--more--><\/p>\n<p>&nbsp;<\/p>\n<h2>Emotion as a strategic territory<\/h2>\n<p>&nbsp;<\/p>\n<p>Storytelling is key during this festive period, when content is in abundance. Some campaigns offer a truly <b>structured, embodied, almost cinematic narrative<\/b>. This approach is fully in line with <b>emotional marketing<\/b>, where the brand becomes a catalyst rather than a mere transactional player.<\/p>\n<p>&nbsp;<\/p>\n<p><iframe title=\"Intermarch\u00e9 - Conte de No\u00ebl\" width=\"1080\" height=\"608\" src=\"https:\/\/www.youtube.com\/embed\/Na9VmMNJvsA?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<p>The most striking example does not come from the luxury sector, but from <b>Intermarch\u00e9<\/b>, whose Christmas campaign went viral thanks to its narrative accuracy: a story in the style of <b>a modern fable, with a moral, gentleness, and a happy ending<\/b>. No emphasis on price or product, just an emotion told with delicacy. In the luxury sector, <strong>Burberry<\/strong> distinguished itself with a campaign that celebrates British humor and eccentricity through an extravagant dinner party orchestrated by Jennifer Saunders. Here, the strategic approach is based on cultural recognition and a sense of belonging: we witness<strong> a family scene that we would love to be a part of<\/strong>. Everything is consistent in the artistic direction, designed as an extension of the brand identity.<\/p>\n<p>&nbsp;<\/p>\n<figure id=\"attachment_185488\" aria-describedby=\"caption-attachment-185488\" style=\"width: 1024px\" class=\"wp-caption alignnone\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-large wp-image-185488\" title=\"Burberry Holiday 2025\" src=\"https:\/\/luxus-plus.com\/wp-content\/uploads\/2025\/12\/Burberry-Holiday-2025-1024x576.jpeg\" alt=\"Burberry Holiday 2025\" width=\"1024\" height=\"576\" \/><figcaption id=\"caption-attachment-185488\" class=\"wp-caption-text\">\u00a9 Burberry<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<p>For his part, <strong>Brunello Cucinelli<\/strong>, known for his poetic campaigns, takes us to a neighborhood movie theater. The campaign, designed as an aesthetic and introspective short film, explores <strong>human relationships in the hushed setting of darkened theaters<\/strong>. The intention here is clear: to make collective viewing a moment of emotional connection, reminding us that \u201cthe real wonder is not the film, but the silent bond between those who watch it.\u201d<\/p>\n<p>&nbsp;<\/p>\n<p><iframe title=\"Campagna per le festivit\u00e0 natalizie 2025\" width=\"1080\" height=\"608\" src=\"https:\/\/www.youtube.com\/embed\/vdIGcm57TtQ?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h2><\/h2>\n<h2>Masterful orchestration<\/h2>\n<p>&nbsp;<\/p>\n<p>Beyond the narrative, the strength of brands also lies in their ability to deploy a <b>powerful concept across multiple touchpoints<\/b>. Enchantment is not just a matter of a beautiful video: it becomes a<b> total, immersive, multisensory experience<\/b>. It is the coherence of this orchestration between digital, retail, gastronomy, and product that transforms a festive initiative into a strategic engagement device.<\/p>\n<p>&nbsp;<\/p>\n<p>At <b>Dior<\/b>, the magic takes the form of a <b>\u201cCircus of Dreams\u201d<\/b> in the world of beauty, featuring celebrities, but also in its exceptional locations: a poetic menu created by Anne-Sophie Pic in Beijing, a Christmas log by Yannick All\u00e9no at 30 Avenue Montaigne. Each activation is part of a <b>brand immersion strategy<\/b>, where the dream appeals to all the senses, without ever forcing a purchase.<\/p>\n<p>&nbsp;<\/p>\n<p><iframe title=\"Dior Holiday - Circus of Dreams\" width=\"1080\" height=\"608\" src=\"https:\/\/www.youtube.com\/embed\/Get0_x6ckso?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<p>Finally, the <b>Ritz Paris<\/b> is orchestrating an activation that is as comprehensive as it is poetic, combining immersive retail and digital content. The palace has created an <strong>XXL Christmas pop-up in the shape of a Teddy B(e)ar<\/strong>. But the experience doesn&#8217;t stop there: an online game invites young and old alike to search for the Ritz&#8217;s iconic teddy bear, hidden in different scenes. Each entry gives access to a prize draw, reinforcing community engagement. A masterful 360-degree strategy, where the physical experience is extended by playful online storytelling, activating <strong>a sense of privilege, childhood nostalgia, and curiosity.<\/strong><\/p>\n<p>&nbsp;<\/p>\n<figure id=\"attachment_185489\" aria-describedby=\"caption-attachment-185489\" style=\"width: 528px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-185489 size-full\" title=\"The Ritz Holiday 2025\" src=\"https:\/\/luxus-plus.com\/wp-content\/uploads\/2025\/12\/The-Ritz-Holiday-2025.jpeg\" alt=\"The Ritz Holiday 2025\" width=\"528\" height=\"675\" \/><figcaption id=\"caption-attachment-185489\" class=\"wp-caption-text\">\u00a9 Ritz Paris<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<h2>Reconnecting with childhood memories<\/h2>\n<p>&nbsp;<\/p>\n<p>Several campaigns share a common theme: <b>childhood as the archetype of pure emotion<\/b>. By evoking memories, rituals, playful forms, and illustrations, brands are creating campaigns that are as comforting as they are enchanting. It&#8217;s a sensitive response to a time when the need for gentleness and beauty is becoming more pressing. <strong>The Ritz&#8217;s digital game<\/strong> plays on the excitement of hidden treasures, playful quests, and the simple pleasure of finding the solution.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Loewe<\/strong> beautifully embodies this aesthetic with its capsule collection inspired by <strong>artist Louis Wain,<\/strong> known for his <strong>whimsical cat drawings<\/strong>. Here, products become objects of art, but above all, fragments of a child&#8217;s imagination. The deliberately naive and colorful visual universe contrasts with the sophistication of the pieces, a perfectly mastered play on tension that is the signature of the great fashion houses.<\/p>\n<p>&nbsp;<\/p>\n<p><b>Miu Miu<\/b>, for its part, combines sophistication and playfulness. Its Super 8 campaign, featuring Gigi Hadid and a cast reminiscent of a vintage photo novel, seduces with its regressive softness. On the website, the digital animation entitled \u201cThe Holiday Diary\u201d continues the vintage style: users can create a <strong>personalized greeting card with stickers<\/strong>, a nod to teenage diaries. We are witnessing an assumed emotional regression, used as a vehicle for connection and lightheartedness.<\/p>\n<p>&nbsp;<\/p>\n<figure id=\"attachment_185490\" aria-describedby=\"caption-attachment-185490\" style=\"width: 741px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"size-large wp-image-185490\" title=\"Miumiu Holiday 2025\" src=\"https:\/\/luxus-plus.com\/wp-content\/uploads\/2025\/12\/Miumiu-Holiday-2025-741x1024.jpg\" alt=\"Miumiu Holiday 2025\" width=\"741\" height=\"1024\" \/><figcaption id=\"caption-attachment-185490\" class=\"wp-caption-text\">\u00a9 Miu Miu<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<p><strong>Enchantment at this time of year is perhaps a necessity<\/strong>. It allows us to suspend time and rediscover what our fast-paced world too often makes us forget: the warmth of a glance, the promise of a story, the delicacy of a detail. <strong>Some holiday campaigns remind us that magic does not lie in excess, but in the subtle harmony between emotion, beauty, and accuracy.<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>Read also &gt; <a href=\"https:\/\/luxus-plus.com\/en\/column-storytelling-is-dead-long-live-storyproving\/\">[COLUMN] Storytelling is dead, long live storyproving!<\/a><\/p>\n<p>&nbsp;<\/p>\n<p>Featured photo: \u00a9 Brunello Cucinelli<\/p>\n","protected":false},"excerpt":{"rendered":"<p>At a time when performance dictates brand narratives, the holiday season reminds us of an essential truth: luxury is above all about emotion. This moment in the calendar is not just a commercial peak\u2014it is a privileged space for storytelling, a theater of wonder, a stage where brands can connect with their target audiences. In 2025, certain luxury houses and premium brands have managed to orchestrate this magic, not by multiplying messages, but by focusing on the essentials: sensitivity, memory, and shared beauty.<\/p>\n","protected":false},"author":2319,"featured_media":185491,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_titles_title":"%%post_title%% %%sep%% %%sitetitle%%","_seopress_titles_desc":"In her column, A'icha Kathrada reflects on the nostalgia for childhood that infuses most of the 2025 Christmas campaigns of luxury brands.","_seopress_robots_index":"","_seopress_robots_follow":"","_seopress_robots_imageindex":"","_seopress_robots_snippet":"","_seopress_robots_primary_cat":"none","_seopress_robots_breadcrumbs":"","_seopress_robots_freeze_modified_date":"","_seopress_robots_custom_modified_date":"","_seopress_robots_canonical":"","_seopress_social_fb_title":"","_seopress_social_fb_desc":"","_seopress_social_fb_img":"","_seopress_social_fb_img_attachment_id":0,"_seopress_social_fb_img_width":0,"_seopress_social_fb_img_height":0,"_seopress_social_twitter_title":"","_seopress_social_twitter_desc":"","_seopress_social_twitter_img":"","_seopress_social_twitter_img_attachment_id":0,"_seopress_social_twitter_img_width":0,"_seopress_social_twitter_img_height":0,"_seopress_redirections_value":"","_seopress_redirections_enabled":"","_seopress_redirections_enabled_regex":"","_seopress_redirections_logged_status":"both","_seopress_redirections_param":"","_seopress_redirections_type":301,"_seopress_analysis_target_kw":"","footnotes":""},"categories":[1964],"tags":[23613,23258,23209,24784,24470,23739,23924],"class_list":["post-185492","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-strategy","tag-brunello-cuccinelli-en","tag-burberry-en","tag-campaigns-en","tag-columns","tag-communication-et-marketing","tag-holiday-season","tag-miu-miu-en"],"_links":{"self":[{"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/posts\/185492","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/users\/2319"}],"replies":[{"embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/comments?post=185492"}],"version-history":[{"count":0,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/posts\/185492\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/media\/185491"}],"wp:attachment":[{"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/media?parent=185492"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/categories?post=185492"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/tags?post=185492"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}