If you spend as much time on social media as I do, you’ll have come across the designer reseller label Love Luxury.
In recent months, the brand has become infamous – not for its high-end wares, but for its unusual social media output.
The format for Love Luxury’s polished TikTok and Instagram videos is familiar: a well-dressed ‘customer’ enters one of the brand’s boutiques (they have one in Knightsbridge, central London, and one in Dubai) and announces an intent to buy. A sales associate then produces a parade of eye-wateringly expensive pre-loved handbags.
In one video, viewed more than seven million times on
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