In this guest lecture at the University of Mannheim, I explored the transformative role of influencer marketing in the luxury fashion industry. I discussed how brands can leverage the authenticity and reach of influencers to create aspirational narratives that resonate with their target audiences. By analyzing successful case studies, I highlighted the importance of aligning brand values with influencer partnerships to foster genuine connections and drive engagement. In a landscape where consumer expectations are evolving, mastering influencer marketing strategies is essential for luxury brands looking to maintain relevance and captivate discerning customers.