Expanding the Influencer Archetype in Luxury Social Media
Which one would you like to be or follow?
In my previous post on how social media creators sell I used the term "influencer"as a catch-all among the other archetypes of icon, expert, comedian and romantic. But within this space, the influencer archetype isn’t one-size-fits-all, it branches into nuanced subtypes, each with a distinct voice, strategy, and relationship with their audience.
Here’s a breakdown of some of the most compelling luxury influencer sub-archetypes, especially for creators who don’t neatly fit into the Expert, Icon, Comedian, or Romantic roles outlined in previous posts.
1. The Best Friend
Relatable, open, and emotionally engaging.
Posts feel casual, like a phone call or FaceTime.
Often shares both outfits and emotions (“what I wore and what I’m feeling today”).
Brings approachability to luxury, especially useful for high-low styling.
Strength: Builds strong community loyalty.
Tone: Chatty, warm, honest.
2. The Big Sister
Wise, aspirational, and nurturing.
Guides her audience through experiences - shopping, self-worth, styling.
Mixes luxury product content with grounded advice.
Often shares lessons learned or "things I wish I knew."
Strength: Seen as a mentor figure.
Tone: Calm, elevated, thoughtful sometimes comedic
Tiktok failed to load.Enable 3rd party cookies or use another browser
3. The Minimalist
Refined and serene.
Clean lines, neutral tones, and quiet elegance.
Posts often feel like visual breathing space in a noisy feed.
Content may feature interiors, flat lays, capsule wardrobes, and light narration.
Strength: Highly aesthetic; appeals to intentional shoppers.
Tone: Understated, soothing, editorial.
4. The Jet-Setter
Global, glamorous, and always in motion.
Luxury shown through destination, not logos.
Their audience follows for travel inspiration as much as for outfits.
Posts often include weekend bags, packing edits, hotel moments.
Strength: Sells experience as luxury.
Tone: Elevated, mobile, sunlit.
5. The Taste-Maker
Influence through curation, not conversation.
Rarely speaks to camera. May not use voiceovers at all.
Style is so consistent and refined, people buy just from visuals.
Often leans into editorial styling, vintage finds, and off-the-radar pieces.
Strength: Seen as someone with "the eye."
Tone: Cool, directional, image-first.
6. The Insider (a.k.a. The Industry Girl)
Luxury through access and behind-the-scenes proximity.
Often works in fashion, beauty, or PR - or presents that way.
Shares BTS from shows, showroom visits, press trips, fittings.
Posts include industry gossip-lite, "what PR sent me," and trend commentary.
Strength: Makes followers feel like they’re being let in.
Tone: Confident, sharp, in-the-know.
7. The Collector / Archivist
Luxury through obsession, history, and deep curation.
Focuses on vintage, archive fashion, or niche luxury categories (e.g. jewelry, watches).
Think: rare Chanel jackets, Cartier books, limited-run Birkin colors.
Educates and romanticizes.
Strength: Authority meets nostalgia.
Tone: Reverent, passionate, scholarly.
8. The Muse
Luxury through beauty, tone, and atmosphere.
Minimal captions, soft movement, poetic visuals.
May not talk at all, communicates through gaze and mood.
Posts feel like art or film stills.
Strength: Evokes deep emotion.
Tone: Ethereal, cinematic, distant.
9. The Founder / Creative Director
Luxury through creation and vision.
Shares studio scenes, design process, mood boards.
Authority comes from what they make, not just what they wear.
Often blends personal life with professional evolution.
Strength: Embodies brand leadership.
Tone: Visionary, layered, strategic.
10. The Philosopher / Thinker
Luxury through reflection, intellect, and inner elegance.
Combines aesthetics with thought pieces.
Writes soft essays, shares quotes, or talks about identity and values.
Ideal for luxury wellness, slow living, and identity-driven fashion.
Strength: Builds emotional loyalty and trust.
Tone: Reflective, poetic, wise.
Final Note
These archetypes are not restrictive, in fact, many creators succeed by blending two or more. But knowing your dominant archetype can help clarify your tone, content structure, and long-term strategy.
In the luxury space, clarity of character is just as important as content. When followers know what role you play in their digital life they’re more likely to stay, engage, and trust your taste.
Thank you for reading!
xx Kenzie Kay