In this interview, Emanuela Prandelli, LVMH Associate Professor of Fashion and Luxury Management at Bocconi University, discusses research she and her colleagues recently published in the IJRM. Their paper explores the role of content creators in the luxury world and the challenges luxury brands face when engaging with them. Prandelli and her colleagues' research highlights the importance of balancing control with creative autonomy, offering valuable lessons for luxury and consumer brands alike. By fostering strategic partnerships with content creators, luxury brands can enhance brand perception while maintaining exclusivity and authenticity in the digital era.