How Luxury Brands Win the Creator Economy | Ina Fuchs, Youtube & Morin Oluwole, Ex-Meta

An honest conversation on how luxury brands win a space they no longer control, from two people who built the platforms and the playbook: creators, community, generative AI and the measurement gap nobody has solved yet. Ina Fuchs leads Creator Community Partnerships for YouTube across Europe, the Middle East and Africa, and has spent more than fifteen years at Google working with creators from a thousand to over ten million subscribers. Morin Oluwole spent twenty years across technology and luxury, most of it at the company that became Meta, where she built the luxury practice. She now sits on the boards of Rituals, Biologique Recherche, and Breitling and advises brands on how they show up across digital. Recorded at Cannes Lions, this episode covers why followers are the wrong metric, what brands still get wrong about giving creators a brief, how heritage and generative AI drive desirability, and why the industry cannot yet prove what creators actually sell. Beyond Luxury is a podcast delivering luxury industry insights and expert perspectives on brand innovation, consumer behavior and where the luxury industry is headed next. Timestamps: 00:00 Meet Ina Fuchs and Morin Oluwole 04:46 Why 80% of luxury discovery now starts on digital 10:10 The fear of losing brand DNA to creators 13:19 Why followers are the wrong metric, and the Coach book charm campaign 16:28 Playing with brand codes: Hermès and Dior x Jisoo 18:58 The problem with the word “control” 21:10 Jacquemus and th