An Interview with Lucas Yiu, TikTok Strategist and Creative Consultant

In feature 044 of Conversations Behind The Campaign, we sat down with Lucas Yiu, TikTok Strategist and Creative Consultant.

After beginning his career in marketing and communications, Lucas joined Mugler at a time when few luxury brands had established a presence on TikTok. Seeing the opportunity early, he helped shape a more unfiltered approach to luxury storytelling through behind-the-scenes, iPhone-shot content and culturally relevant moments.

He later joined Loewe, where he played a key role in building one of fashion’s most recognisable TikTok presences, with content regularly generating millions of organic views through unexpected talent, internet culture and entertainment-led storytelling rather than product-first marketing.

Today, he works independently with brands including Nothing, Augustinus Bader, Chanel and Jean Paul Gaultier.

In our conversation, Lucas shares how brands can build relevance on TikTok, why luxury and internet culture are not mutually exclusive, and why creating value for audiences should come before asking them to engage with a brand.

1. Could you tell us about your path into marketing, and how you came to focus on TikTok? Did you always have an interest in content creation and entertainment?

I was quite lucky to find out pretty early my interest in content and social media. I started in fashion design, but after three months, I knew it wasn’t for me. I switched to fashion marketing, studying in Hong Kong, then doing an exchange at AMFI in Amsterdam, and completing my master’s at IFM Paris. At that time I already knew I wanted to work in communication, though I didn’t know exactly which part in fashion communication that I am interested in.

I reflected on what I loved - designers like Jean Paul Gaultier and Mugler, with their ‘80s maximalism, theatricality, and diversity. That drew me into fashion. So, I thought: even if I don’t know the exact role, I know what brands I want to work in. I didn’t see openings, so I went on LinkedIn, found people who worked there, slid into their DMs, and asked for an opportunity. The communication director at Mugler at the time gave me a chance - I am still so grateful because at that time I barely had any experience. But then unfortunately COVID happened and froze all the hirings. Instead, I started off my career at a creative agency for a year as a creative consultant, then joined Mugler when COVID cooled down.

At that time TikTok was very different from Instagram - raw, chaotic, and leaning into younger voices & culture. I saw the strong potential of it because of the excitement and fun content it brings with it - nothing commercial. At the time most luxury brands were not there and I can only benchmarked outside fashion. I was digesting what other successful brands on the platform like Ryan Air and Duolingo were doing. Therefore I proposed to Mugler that they should begin posting BTS iPhone content. It is very normal now, every brand posts iPhone shot content but back then it was uncommon. Me proposing that was almost seen as crazy.

The debate was, “We spend so much on this campaign for all these great assets, why post iPhone footage?” and “We are a luxury brand, we can’t post something shot on an iPhone, everyone has an iPhone.”

But we did. That BTS video - Bella Hadid and Dominique Jackson falling - hit about 40 million views. That trust allowed me to do more raw & TikTok friendly content. Later, Loewe saw what we did, and I joined them, continuing that approach. After two and a half years at LOEWE, I decided to go independent, working with different clients.

2. Very few brands have nailed TikTok quite like Loewe - it’s reactive, entertaining and deeply rooted in the Gen Z and pop-culture ecosystem. Where do you look for inspiration?