Yes, Luxury Brands Might DM You!

I still remember my retail days — hosting a VIP shopping event always felt special. We’d open early (or stay late) for our VIP clients, offer them a drink, walk them through the latest collection, and ensure they left feeling like true insiders. Those in-person moments built connections that went far beyond the product itself. Today, those experiences are still alive, but they’re also showing up in new ways.

Fast forward to now, and luxury brands are reimagining what exclusivity looks like. According to Vogue Business, brands like Louis Vuitton, Dior, Bally, and Maison Margiela are rewriting the playbook. Instead of relying only on store events, they’re sliding into DMs, curating Close Friends lists, and dropping behind-the-scenes content straight to people’s phones. It’s more private, more personal, and it extends beyond boutique walls.

So, does this mean VIP shopping events are a thing of the past? Not at all! They’re just evolving. The magic of an in-person invite is still there; now it’s paired with digital touchpoints that make the experience feel even more personal. And some icons, like Hermès, prove that traditional gatekeeping still holds power; you can’t just click ‘add to cart’ for a Birkin or Kelly. You build a relationship, wait your turn, and hope for the invitation when the time is right.

Having planned and attended these events, I know one thing hasn’t changed: people want to feel seen and valued. Whether that happens inside a boutique or through a personal message, the goal is the same. And that’s exactly what keeps luxury so timeless.


Dania Khalife