Mariah Carey has begun her annual round of promotion, temperatures are dropping, and December is on the way. Luxury brands are already hard at work, competing in creativity to attract consumers and inspire wonder in both young and old. Between spectacular window displays, immersive experiences, and warm, inviting campaigns, the magic of Christmas is settling in even before the first snowflake falls.
Burberry: A Holiday-style Christmas
The British house Burberry draws inspiration from a cinema classic for its Christmas campaign. Much like the film The Holiday, starring Cameron Diaz, Kate Winslet and Jude Law, the brand transports viewers to a cozy English countryside home. Inside, a star-studded cast comes to life, featuring models Rosie Huntington-Whiteley and Naomi Campbell, actors Jennifer Saunders and Ncuti Gatwa, as well as footballer Son Heung-min.
Burberry’s iconic accessories and signature pieces are seamlessly woven into the scene: cashmere scarves, legendary trench coats, and tartan details complete the picture.
In the United States, the magic goes beyond the screen. Burberry makes its way to New York at Bloomingdale’s, where the department store’s façade is wrapped in a giant ribbon featuring the brand’s signature print. A monumental display that turns heads and transforms Fifth Avenue into the setting of a contemporary Christmas tale.
Ralph Lauren: A life-size Christmas village in London
Ralph Lauren opts for full immersion to win over its audience. In the upscale Chelsea district, the brand has set up a miniature Christmas market open to the public until 24 December.
The mini village offers a wide range of activities: creative workshops for children and adults, gourmet tastings at the brand’s café, and shopping corners where every item tells a story and reflects the Ralph Lauren universe. The goal is clear: to make visitors feel the spirit of the season while fully immersing them in the brand’s aesthetic and values.
Paris sparkles with a thousand lights
Across the Channel, Parisian department stores and fashion houses are competing in creativity to bring the magic of Christmas to life.
At Printemps Haussmann, New York is the inspiration of the season: Broadway-style window displays, a themed playlist, a monumental Christmas tree beneath the iconic dome, and a carefully created gift selection, ready to be wrapped at the dedicated station. The store’s rooftop even features a temporary ice rink, complete with a panoramic view of Paris’s rooftops.
Bonus: a dedicated second-hand space on the seventh floor, offering visitors a unique and responsible shopping experience, open all year round.
Not far from there, Avenue Montaigne lights up thanks to Dior. The house kicked off the festivities on 17 November at its historic address. The window displays tell the brand’s new chapter under the artistic direction of Jonathan Anderson, inviting us on an enchanting stroll through one of the most prestigious avenues in the world.
Campaigns built around warmth and togetherness
Other brands, such as Valentino and Saint Laurent, take a more intimate yet equally creative approach. Here, the art of entertaining becomes a form of expression: iconic bags and accessories are presented in culinary settings, surrounded by refined dishes and carefully arranged ingredients. Each image becomes a small stage where luxury blends with gastronomy and conviviality, creating a warm, irresistible atmosphere that subtly ushers in the holiday season.
These spectacular displays reveal an undeniable truth: Christmas is no longer just a holiday; it has turned into a marketing lever. Window displays, mini-villages, and immersive campaigns all aim to build an emotional connection with consumers while driving purchase intent. The magic is real, of course, but it is carefully orchestrated. Luxury now takes over our cities as a full-scale spectacle, where enchantment and commercial strategy coexist in an easy, inseparable manner.
