Lucas Yiu, former head of Loewe’s TikTok strategy, explains how he broke luxury conventions by using raw, iPhone-shot videos that drove tens of millions of views. He covers winning internal buy-in, picking creators by vibe, and why authentic, organic content outperforms polished campaigns, then shares his new consultancy focus and future social trends.

• Raw, iPhone-shot TikTok content at Thierry Mugler and Loewe each pulled in roughly 30-40 million organic views, overturning luxury's polished-campaign instincts
• Internal buy-in came only after late-night lobbying got "too much" creator content approved, after which Loewe loosened its approval process
• Slapping logos in a video's first three seconds undercuts engagement, so social posts work better as stepping stones to bigger brand stories than as polished ads
• Yiu now consults only for brands that already "get it," betting that authenticity beats production value for capturing audience attention