Over the past year, women across platforms like TikTok and Instagram have embraced hashtags such as #BuryMeInThis. What began as a viral, dramatic expression of outfit obsession quickly evolved into a deeper cultural signal: a new generation of women declaring that they are not merely dressing for occasions—they are the occasion.
Recognizing the profound self-expression behind the trend, LUX partnered with legal experts to give these playful declarations permanence. #LUXMyWill enables women to turn a simple social post into a formally recognized personal style wish that can be witnessed, documented, and preserved.
The initiative invites women to declare their chosen look on camera and tag a trusted loved one to honor it. To make these wishes tangible, legal specialists worked alongside the brand to define what gives such declarations standing, creating educational content to guide users through the process. Selected participants also received a custom-designed #LUXMyWill box, crafted to preserve their chosen outfit alongside their recorded declaration.
“Beauty has always been a powerful form of self-expression. Today, women are taking that further—not waiting for occasions, but becoming them,” said Judy Zu, Global Brand Director, LUX. “This trend showed us that when a woman chooses how she wants to be remembered, it’s a statement of identity. We wanted to give that statement the recognition it deserves.”
The campaign grew organically. Creators who had previously posted under #BuryMeInThis revisited their content to make it official, tagging friends who, in turn, created declarations of their own. Through participation, #LUXMyWill quickly grew into a collective cultural movement.
At its core, #LUXMyWill reinforces LUX’s enduring belief: beauty is not just something you wear for a fleeting moment. It is something you embody, define, and leave behind.
Hashtag: #LUXMyWill #BuryMeInThis
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About LUX
LUX has been celebrating beauty and femininity since 1925. We stand for beauty that does not blend in: bold, sassy, and maximalist. We continue to support efforts that help women express their “Main Character Beauty.”
About VML
VML is a leading creative company combining brand experience, customer experience, and commerce to create connected brands that drive growth.
