Building on 2023’s theme of culture, 2024 saw the world of the luxury industry collide with entertainment. Aiming to build whole universes in which audiences can get lost, brands leaned into deeper, more immersive narratives, helped by authentic talent partnerships spanning cinema, music and sports.

But, what drove the most buzz in 2024?

From the most-talked-about fashion shows to new categories embedding themselves in culture and leading influencers to know, here are the top marketing highlights of the year.

Karla Otto and Lefty’s Year in Data report fuses proprietary data with creative insights to unpack the strategies that shaped 2024 to guide brand marketing into the future.