What do fashion brands sound like?
A look at how music is used in the fashion and luxury industry.
As a studio collaborating with many fashion houses, we sought to understand the broader patterns in luxury sound branding.
Drawing from Forbes' Most Valuable Brands and Lyst's 2023 Q4 report, our computational analysis identified key patterns in tempo, key signatures, scales, genres, and emotional qualities. While industry dynamics continue to evolve, these findings provide valuable insights into fashion's sonic landscape.
In an industry dominated by visuals, this research is meant to illuminate the sonic dimension of fashion branding, examining how audio elements either challenge or conform to established industry standards.
Industry Overview
Genres & Styles
Electronic music dominates fashion soundtracks, with Ambient and Club music (Techno, House) being most common. Rock, Classical, Latin and Reggae appear less frequently, while Children's music shows up mainly in kidswear collections.
Within Electronic music, Ambient leads, likely for its adaptability. House, Techno, Downtempo, and Synth-pop follow, with occasional appearances of Baroque Classical and Acid Jazz among the 400+ genres analyzed.
Most brands maintain consistent musical choices, though some develop distinct signatures: Chanel with Synth-pop, Prada with Techno, and Bottega Veneta featuring Renaissance/Classical music.
| Louis Vuitton | House |
| Gucci | Tropical House |
| Hermès | Downtempo |
| Chanel | Synth-pop |
| Prada | Techno |
| Miu Miu | Techno |
| Loewe | House |
| Bottega Veneta | Renaissance |
| Versace | House |
| Saint Laurent | Neo-Classical |
| Moncler | Industrial |
| Jacquemus | Contemporary |
| Valentino | Baroque |
| Burberry | New Age |
| Diesel | Trance |
| Dior | Downtempo |
- Electronic
- Ambient
- Experimental
- Classical
- Rock
- Non-Music
- House
- Techno
- Downtempo
- Stage & Screen
- Synth-pop
- Hip Hop
- Pop
- Deep House
- Contemporary
- Electro
- Soundtrack
- Jazz
- Folk, World, & Country
- Neo-Classical
- Pop Rock
- Disco
- Latin
- Baroque
- Abstract
- Neo-Romantic
- Funk / Soul
- Industrial
- Tropical House
- Audiobook
- Dub Techno
- Indie Rock
- Berlin-School
- Glitch
- Alternative Rock
- Deep Techno
- Drone
- New Age
- Vocal
- Modern
- Nu-Disco
- Cloud Rap
- Easy Listening
- Romantic
- Progressive House
- Classical
- Post-Modern
- Synthwave
- Musique Concrète
- Trance
- Trap
- Minimal
- New Wave
- Euro-Disco
- Folk
- Dungeon Synth
- New Beat
- Drum n Bass
- Indian Classical
- Italo-Disco
- Halftime
- Progressive Breaks
- IDM
- Noise
- Comedy
- Tech House
- Grime
- Vaporwave
- Sound Collage
- Electro House
- Impressionist
- Poetry
- Bassline
- Psychedelic Rock
- Acid
- Post-Punk
- Dream Pop
- Euro House
- Dance-pop
- Tech Trance
- Chillwave
- Ballad
- Dark Ambient
- Disco
- Trip Hop
- Electroclash
- Hi NRG
- Coldwave
- Brit Pop
- Dubstep
- Hardcore
- Bubblegum
- Goth Rock
- Mariachi
- Chanson
- Darkwave
- Beat
- Minimal Techno
- EBM
- Punk
Moods
Analysis of 55,000+ songs shows three main moods: 'Relaxing' (luxury presentations), 'Energetic' (dynamic campaigns), and 'Dark' (avant-garde themes).
'Documentary' style appears in behind-the-scenes content, while 'Emotional' and 'Romantic' tracks support storytelling. 'Meditative' and 'Epic' moods are used sparingly, mainly in conceptual campaigns.
Instrumentation
Synthesizers dominate, followed by bass and drums. Piano and guitar appear frequently, while strings, vocals, and orchestral elements add variety. Some brands show distinct preferences: Versace and Saint Laurent favor piano over synthesizers.
Tempos
Industry average tempo is 122 BPM, with most brands ranging from high 110s to low 130s. Brands avoiding beat-heavy genres often compensate with faster tempos.
Keys
C major and A minor lead, with minor keys making up 58% of choices. Some brands like Gucci and Burberry show stronger preference for major keys.
While fashion brands have mastered visual storytelling, their sonic landscapes remain surprisingly uniform. This presents an exciting opportunity: brands can differentiate themselves through innovative sound design that matches their visual creativity.
The future of luxury branding is multisensory. Pioneering brands are already exploring how distinctive sound can create deeper emotional connections and more memorable experiences.
If you're interested in exploring how your brand can stand out, get in touch.