American Express Gold x Luar
In July 2024, the American Express® Gold Card updated its benefits, offering more of what diners and travelers love, and introduced a new white gold card design.
The Challenge
How could we use this moment to make the Amex® Gold Card credit relevant to a new generation of consumers?
The Insight
For Millennials and Gen Z, food and fashion go hand-in-hand.
We knew that an unexpected partnership could help us create buzz, reach new consumers, and break through the modern media landscape. And, after finding that 62% of Millennial & Gen Z were excited about food and fashion brand collaborations, we knew that leaning into a major fashion moment in an unexpected way could help us tap into the foodie lifestyle and educate our Millennial and Gen Zers on the updated benefits of the Gold Card.
The Solution
AMEX GOLD X LUAR
We identified rising design icon, Raul Lopez of LUAR, to help us create the “ultimate foodie accessory,” inspired by the new benefits and white gold design —a reimagined take on the brand’s cult-favorite “ANA” bag. We created the AMEX GOLD X LUAR bag in an effort to tap into the cultural conversation of New York Fashion Week, create a timely hook with our target media, and drive engagement on social with fashion enthusiasts.
The AMEX GOLD X LUAR bag was available for purchase in Gold, Rose Gold, and White Gold to match the three Gold Card designs—the first-ever metallic handbag from LUAR crafted in mirrored leather.
The limited-edition collection featured a set of golden charms—including a mini martini glass, a burger, an airplane, a Dunkin’ coffee cup, and more; each of which playfully nodded to the new benefits and partners.
We debuted the bag on the LUAR runway at Rockefeller Center during NYFW, with icons like Madonna and Ice Spice sitting front row. We even took over The Rink and hosted a star-studded after party, pairing other celebs like Coco Jones, Tinashe, Bad Gyal, and Shygirl with the bag for photographs.
And the fans went wild. Every shade of the Amex Gold Ana sold out following the show.
Media said that, “LUAR’s American Express collaboration is for card-carrying tastemakers,” and included the after party as one of the “Biggest Parties of New York Fashion Week 2025.”
To get people talking on social, we created fashion-forward content to announce the partnership, BTS of the making of the collection with Raul, and a recap of our NYFW activation.
Social fans called the activation, “The most creative collaboration with purses I’ve seen in the last five years,” and begged, “Plzzzzz this will look so cute with my AmEx Card, need.”
In the end, we helped Amex Gold connect to Gen Z and Millennial culture in a new way, broke through new media verticals, and drove unmatched social conversation throughout NYFW.
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The Results
- 100%Sold out
- 57Earned Media Placements
- 3.8MUnboxing Views
- 670Earned Social Posts
- 1KAfterparty Guests
