Cannes Lions 2026 has released the shortlist for the Luxury Lions category, a competition that recognises the most relevant creative work for luxury brands, products and experiences at a time when the sector is balancing heritage, innovation, craftsmanship, culture, sustainability and new relationships with global audiences.
The Luxury Lions celebrate creative communications, experiences and solutions for luxury goods and experiences, rewarding work that does more than build aspiration. The category recognises ideas that drive business performance, brand loyalty, cultural differentiation and new standards for an increasingly demanding industry.
The 2026 Jury President for Luxury Lions is Pum Lefebure, Co-Founder and Chief Creative Officer at Design Army. Her leadership brings a sharp perspective on branding, design, fashion, lifestyle and the creation of visual worlds that connect aesthetics, strategy and contemporary culture.
The Luxury Lions 2026 shortlist includes 13 shortlisted entries, distributed across 9 subcategories: Experience, Sustainable Luxury, Craft, 360 Campaign, Brand Storytelling, Partnerships/Collaborations, Social Campaign, Diversity, Equity & Inclusion and Commerce.
The selection confirms that contemporary luxury is no longer defined only by product, exclusivity or heritage. This year’s finalists show how luxury brands are creating immersive experiences, entertainment collaborations, commerce platforms, brand narratives, inclusion-led initiatives and new ways of engaging with cultural communities.
Among the brands represented in the shortlist are Valentino Beauty, Tiffany & Co., IWC Schaffhausen, Nikka Whisky, Dom Pérignon, Moncler, Porsche Latin America, Coach, L’Oréal Luxe and Netflix Brand Creative Studio. The list brings together fashion, beauty, watchmaking, jewellery, automotive, premium spirits, entertainment and digital platforms.
France, the United States, Germany and Japan account for several of the shortlisted entries, alongside work from Malta, Sweden, Brazil and the United Kingdom. This geographic range confirms that luxury remains a global language, but one increasingly connected to cultural expression, local markets and multinational production models.
In Experience, Cannes Lions shortlisted “Born in Roma Rendez-Vous Ivory Collection / Studio 54 Experience” by Valentino Beauty, created by Maison BETC in Pantin, France. The work shows how a luxury beauty brand can turn a collection into a cultural, sensory and social experience that expands the brand universe beyond the product.
In Sustainable Luxury, “Mermaid” by Tiffany & Co. has been selected, created by L&C New York. Its presence in the category underlines the growing importance of sustainability within luxury, where brand value is also built through responsibility, environmental sensitivity, innovation and new codes of aspiration.
The Craft subcategory includes three shortlisted works: “IWC Ingenieur. Form und Technik. Posters.” by IWC Schaffhausen; “Dear Difference” by Nikka Whisky; and “Creation Is an Eternal Journey” by Dom Pérignon. This section confirms that craft remains one of luxury’s strongest pillars, particularly when design, detail, materiality, storytelling and visual execution reinforce a brand’s symbolic value.
“Dear Difference” by Nikka Whisky appears in both Craft and Brand Storytelling, making it one of the strongest campaigns in the shortlist. Its double presence shows how one piece can combine visual excellence, Japanese culture, product narrative and emotional depth to build a distinctive brand story.
In 360 Campaign, the shortlist includes “Warmer Together” by Moncler, created by WESAYHI in Sliema, Malta. The campaign represents the integrated approach luxury brands now need to connect multiple touchpoints, from image and content to experience, community, digital presence and desire-building.
Brand Storytelling includes “Owners Reunions” by Porsche Latin America; “Dear Difference” by Nikka Whisky; and “The Most Brilliant Failure.” by IWC Schaffhausen. These works show that luxury storytelling is not limited to telling a product story; it builds belonging, legacy, emotion, identity and meaning around the brand.
“Owners Reunions” by Porsche Latin America stands out for its connection with community and belonging, with idea creation by The Community Miami and production by MadreFoca Mexico City. The work shows how a luxury automotive brand can activate emotional connections with owners, fans and high-value cultural territories.
In Partnerships/Collaborations, Cannes Lions selected “Tiffany & Co. x Netflix’s Frankenstein” by Tiffany & Co. and Netflix Brand Creative Studio. The collaboration between luxury jewellery and entertainment confirms the importance of cultural partnerships as a way to expand a brand’s imagination, reach new audiences and turn products into narrative symbols.
In Social Campaign, “Explore Your Story” by Coach has been shortlisted, created by Forsman & Bodenfors Gothenburg. The work shows how a luxury and lifestyle brand can use social platforms to build conversation, personal identity and participation while preserving the aspirational quality of its territory.
Diversity, Equity & Inclusion recognises “Code for the Protection and Inclusion of Black Consumers” by L’Oréal Luxe, created by Beta Collective São Paulo. Its inclusion confirms that luxury is also being evaluated by its ability to expand access, represent consumers more effectively and transform standards of inclusion within the category.
In Commerce, “The New Moncler.com” by Moncler has been selected, created by R/GA London. The work underlines the relevance of digital commerce within luxury, where the online experience must combine design, navigation, content, exclusivity, service and conversion without weakening the brand’s aspirational value.
The shortlist shows repeated presence from Tiffany & Co., IWC Schaffhausen, Nikka Whisky and Moncler. This recurrence indicates that the most competitive luxury brands are building ideas that can operate across more than one territory: experience, sustainability, craft, storytelling, collaboration, social and commerce.
Luxury Lions 2026 arrives at a decisive moment for the sector, as luxury brands face more informed consumers, new generations with different values, stronger pressure around sustainability, a more complex relationship with technology and the need to sustain exclusivity without losing cultural relevance.
With this shortlist, Cannes Lions 2026 confirms that creative luxury is being redefined. The strongest ideas no longer rely only on beauty, prestige or scarcity; they also integrate purpose, experience, community, innovation, commerce, inclusion and flawless execution capable of raising the global standard for the category.
The 2026 Luxury Lions shortlist shows that the future of luxury will belong to brands capable of building complete worlds. In this competition, creativity does not simply sell products: it designs rituals, activates desire, protects heritage, creates community and transforms the meaning of aspiration.
