Is the Vampire the New Face of Luxury?
For centuries, the vampire has embodied one of the most unsettling figures in our collective imagination. A creature returned from the dead that feeds on the blood of the living, it symbolizes transgression : the blurring of the boundaries between life and death, between the human and the monstrous.
Its appearance has now become instantly recognizable. With its pale skin, lack of body warmth, sharp fangs, and vulnerability to sunlight and sacred symbols, the vampire has established itself as one of the defining figures of Gothic and fantasy literature before being embraced by cinema and popular culture. Today, it has become a major source of inspiration for the creative industries, particularly the luxury sector.
This fascination is first evident in tourism. In Romania, Bran Castle, often presented as "Dracula's Castle," attracts hundreds of thousands of visitors each year, even though its association with the famous vampire is more a product of cultural construction than historical reality. More broadly, much of Transylvania stages the legacy of Vlad III, known as Vlad the Impaler, a fifteenth-century ruler whose reputation for cruelty inspired Bram Stoker's creation of Dracula. The medieval town of Sighișoara also contributes to this narrative by offering, among other attractions, visits to Casa Vlad Dracul, presented as the prince's family home and now considered one of the region's must-see tourist sites.
The world of niche perfumery has also embraced this rich imaginary. Some fragrances offer an elegant and sophisticated interpretation of the myth. Such is the case with Dracula by Voyage Royal, which combines citrus notes, rosemary, and cedarwood to evoke a refined freshness, far removed from conventional horror clichés. Other perfume houses adopt a darker aesthetic. Nosferatu by Heretic Parfum blends lilac, violet, petrichor, and musk to recreate an almost organic Gothic atmosphere. By contrast, some fragrances emphasize gourmand accords. Carmilla by Immortal Perfumes, inspired by Sheridan Le Fanu's renowned novella, combines cherries, mulled wine, and sugar, transforming danger into seduction. Transilvania by Calaj juxtaposes chocolate, honey, and cherry, while Vampire Blood by Bath & Body Works offers a more accessible interpretation of the myth through red fruit notes reminiscent of the romantic universe popularized by sagas such as Twilight.
However, it is perhaps in fashion that the vampire has proved most influential. Numerous designers have reinterpreted vampiric codes to explore themes of beauty, power, gender, and the relationship between the body and identity.
In his Autumn/Winter 2014 Haute Couture collection, Jean Paul Gaultier envisioned a contemporary vampire dressed in silk velvet, adorned with blood-red crystals and crowned by a Gothic bride portrayed by Conchita Wurst.
In 2022, Viktor & Rolf paid tribute to the film Nosferatu by presenting silhouettes with dramatically exaggerated shoulders that conceal the neck, one of the most symbolical area in vampiric mythology.
Alexander McQueen had already explored this aesthetic as early as 1996, using translucent fabrics that revealed patterns reminiscent of human veins. Here, the vampire becomes a metaphor for the fragility of the body, the pursuit of youth, and the fear of ageing.
This influence now extends far beyond the figure of Dracula alone. In Rick Owens' work, Gothic aesthetics serve as a vehicle for exploring bodily transformation and the fluidity of identity.
Alessandro Michele, during his tenure at Gucci, likewise drew on Victorian references, lace, velvet, and androgyny to create silhouettes in which the boundaries between masculinity and femininity dissolve.
Whether it inspires tourist destinations, fragrances, or the runways of the world's leading fashion houses, the vampire reflects a remarkable cultural evolution. For luxury brands, this resurgence offers a particularly rich narrative territory, capable of shaping communication campaigns and inspiring cultural collaborations. Fashion has already embraced this potential. The vampirecore aesthetic, now ubiquitous on Instagram and TikTok, is defined by instantly recognizable codes : elongated silhouettes, velvet, lace, leather, statement jewellery, pale makeup, and blood-red accents. In a digital environment where images must be immediately identifiable, the vampire provides a powerful visual language capable of generating strong audience engagement.
The recent releases of Nosferatu by Robert Eggers and Sinners further illustrate the vampire's return to contemporary cinema. Surrounding these films, a method dressing phenomenon quickly emerged : Lily-Rose Depp, Emma Corrin, and Charli xcx extended the Gothic worlds of these productions onto the red carpet by wearing designs from Chanel, Miu Miu, Saint Laurent, Alexander McQueen, and Rodarte. In this context, clothing becomes an extension of the narrative itself.
Over time, the vampire has become a figure with whom diverse audiences identify. Existing on the margins of social norms and blurring the boundaries between gender, identity, and historical periods, it is often perceived as a symbol of otherness and freedom. Reducing this rich symbolic heritage to a mere marketing trend would risk stripping it of its meaning. This is perhaps the greatest challenge facing luxury brands : not simply to appropriate the vampire's aesthetic codes, but to understand what continues to make this figure so compelling today.
Click here to read the french version of this article
















