The fashion world is full of copies, counterfeits and ‘inspired by’ pieces, often making it difficult to distinguish between real and fake. But as a new breed of designers toy with the very definition of 'authentic', some brands are opting for a new strategy to stay relevant – bootlegging themselves.

In the US, there are 11.8 million Gen Yers living in households with six-figure incomes, and many want to treat themselves to luxury items. For a market filled with these tech-savvy and social media-driven shoppers, instant gratification is crucial. But how are brands getting this group to splurge?

Once staunchly anti-social, with working-class roots, tattoos are experiencing a renaissance. A new collaboration between Swiss watchmaker Hublot and tattooist Maxime Buchi is the latest in counter-culture luxe, demonstrating that distinctions between high and low culture have all but disappeared.

They say good things come to those who wait – but for those hunting haute couture, the six months between seasons can be a bit of a drag. All that is about to change as the ‘see now, buy now’ model establishes itself in the luxury fashion scene. Could this be the industry’s ‘Uber moment’?