Luxury goes pop: How music videos are the new catwalks for high fashion brands

What do you get when you mix mascara, banana candy and a pop princess in a Prada wardrobe? A music video that doubles as a luxury ad.

Sabrina Carpenter’s latest video Manchild isn’t just a catchy bop, it’s Prada’s latest move in music-led brand storytelling, blending the singer’s playful persona with the fashion house’s high-style edge. In the video, Carpenter snacks on Prada-branded banana candies, a nod to the brand’s iconic banana print, while sporting a yet-to-be-released lip product.

In fact, Manchild follows the Please, Please, Please music video where Carpenter helped unveil Prada Beauty’s mascara and now-viral colour-changing lip balm, and Taste, where she was seen applying a Prada lipstick. While mass brands such as Nike and Pepsi have long been at home in music videos, luxury houses have traditionally been more cautious.

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These collaborations mark fresh ground and hint that music videos could be the new frontier for luxury storytelling, said Koo Sok Hoon, marketing communications director at The Travel Corporation. "Music videos are a powerful medium of cultural expression that not only reflect, but also influence societal trends. From a marketing perspective, their impact on recall and brand retention is unparalleled compared to other advertising formats."

Koo, who previously led marketing and communications at BMW Group and Gucci, said the combination of sound and visuals creates a multi-sensory experience that deeply resonates with viewers, making the messaging linger longer than in typical ads.

Younger audiences, especially Gen Zs, consume content across multiple platforms and seek authentic, entertaining storytelling. As such, music videos are a way to embed brands int culture rather than interrupt it, said Madina Kalyayeva, managing director, Tilt.

"Unlike traditional formats that often feel very salesy, music videos create context where a product or brand becomes part of a lifestyle story, making the message feel native, relatable, and aspirational," explained Kalyayeva: 

Prada’s choice to feature lipstick, one of its more accessible luxury products, is a smart strategic move, it lowers the barrier to entry for Carpenter’s fans, introducing them to Prada in an approachable way."

She added that Prada's product placement isn’t just about immediate sales, but rather a long-term play to convert first time beauty buyers into loyal luxury customers for Prada’s fashion and leather goods down the road.

Success and challenges

At its core, the success of such collaborations hinges on identifying a symbiotic alignment between the artiste and the brand. This principle mirrors the strategic approach employed in influencer marketing where the key lies in selecting artistes whose authentic persona resonates with the brand's identity.

"Once this synergy is established, it’s about empowering the artiste’s creative vision, allowing them to seamlessly integrate the brand into their work in a way that feels organic and impactful," said Koo. "This balance of strategic alignment and creative freedom is essential for driving authenticity and engagement"

Similarly, Kalyayeva stresses the importance of authenticity, warning that “any brand involvement must feel natural & complementary, should not feel disruptive.” She calls co-creation with artists essential to “understand their storytelling style and audience,” so the brand message fits without overshadowing the artist.

As Lara Hussein, CEO and founding partner of M&C Saatchi Group Malaysia sums it up: 

The best collaborations feel natural not forced. A successful brand-artist pairing allows both identities to coexist and amplify each other.

Hussein also highlights the need to work hand in hand together building cultural relevance and social appeal.

Like many other collaborations, there are risks presents. One of which includes brand visibility. "If the audience fails to recognise the brand, especially in brief or fleeting moments, the entire narrative can fall flat," said Koo.

In addition, Kalyayeva warns of reputational damage from artist controversies and the danger of overexposure or appearing too mass-market, which can dilute luxury equity. Hussein, on the other hand, raised legal and creative risks, including licensing issues and potential mismatches in values or aesthetics.

Maintaining exclusivity

For luxury brands especially, maintaining its exclusivity is paramount. Koo advises that a well-crafted music video that authentically represents a luxury brand has the potential to elevate the brand to iconic status.

"To maximise impact, it’s essential for brands to thoughtfully integrate their presence within the narrative, ensuring it aligns with the brand’s exclusivity and resonates with the target audience. This strategic approach can enhance brand perception and create a lasting impression," she added.

Adding to her point, Kalyayeva said the featured product should feel like an aspirational object embedded naturally into the artists' world and not just a flashy prop.

"With Prada and Sabrina Carpenter, while the lipstick was a more accessible item, the campaign still maintained a sensibility and looks like it’s aligned with Prada’s strategy to balance accessibility with exclusivity," explained Kalyateva, adding that:

Collaborations should feel like an extension of the brand’s story, it should have an angle of exclusivity by targeting the right artists and platforms that reflect luxury’s refined sensibilities.

To drive exclusivity home, Hussein details key pillars such as investing in visual excellence, preserving brand identity and prioritising authenticity. 

"Production value must be cinematic and art-directed to perfection. From styling to storytelling, the brand voice and aesthetic must remain distinct and consistent and choose artists who genuinely align with the brand's DNA, not just based on popularity," said Hussein who asserts that: 

Build a compelling, cohesive story through the video. Luxury is about emotion.

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