 range of ‘90s pop culture-inspired streetwear or 

Jacquemus’ viral ‘Which___Are You?’ handbag filter

, luxury labels are embracing the social zeitgeist with aplomb. With 75% of 13- to 36-year-olds sharing memes, brands see the value of turning fleeting moments into shareable GIFs and images to reach those who might not normally be captured by luxury marketing. Similarly, 

 hashtag-ready catchphrases and fuzzy hoodies coaxing people to ‘Log Off’ engage with young shoppers keen to open up discourse around mental health. And intangible luxury goods aren’t being left out of the buzz, as demonstrated by 

 scented tattoos, which tap into a desire to show off aesthetically-pleasing purchases online.

Luxury brands are leaning into their more whimsical sides to appear authentic and relatable, recognising that 

 of people are most likely to remember and enjoy funny campaigns. Instagram’s 

, which featured Celine Dion reliving her heyday in Marc Jacobs and Oscar De La Renta, nailed glamorous irreverence. Meanwhile, 

 marked the Year of the Rat with a tongue-in-cheek Mickey Mouse capsule collection.

Capturing imaginations isn’t just about acing a pop culture-driven aesthetic – 

 expect a sense of authenticity from brands. Yet research suggests that this relationship doesn’t always work in the opposite direction. According to the paper ‘The Imposter Syndrome from Luxury Consumption’, buying luxury backfires even among affluents. In fact, people feel more inauthentic when they think a product they’re using is in the ‘luxury’ category – highlighting the value of campaigns from the likes of 

 that help a wider audience feel part of the ‘club’.

Though most of them weren’t alive to experience it first-hand, American Gen Zers are obsessed with ‘90s pop culture. Dumbgood is tapping into this ‘fauxstalgia’ with officially licensed streetwear featuring TV and film stills, turning its young customers into walking, talking, retro memes.

Dumbgood: cult streetwear for ‘fauxstalgic’ Gen Zers

As social media becomes a bigger and bigger part of our life, brands are tapping into this with ‘social-first’ strategies that meet people on their beloved platforms. But as we click-til-you-drop, how are luxury labels finding their voice and appealing to people in this new landscape?

How do luxe shoppers want brands to behave on social?

UKTikTok has introduced its 'Preowned Luxury' category within its TikTok Shop in the UK, enabling users to browse and purchase luxury fashion while remaining on the platform. As TikTok looks to expand its Shop even further, it's tapping into the growing market of resale luxury goods.  




TikTok Shop debuts pre-owned luxury category in UK

Despite slowing sales of global luxury brands in South Korea, the online luxury resale market is continuing to grow even amid an economic slump. As consumers turn to second-hand to purchase luxury goods for more affordable prices, platforms can build consumer trust further through verification. 



Luxury resale market continues to grow in South Korea

Southeast Asia (SEA) is home to millions of Muslims, making Ramadan one of the major holidays in the region. This largely religious season has also become a time for shopping and social gatherings, allowing brands to tap into a modernising (yet devout) community that likes to mix old and new.

How Southeast Asian Muslims celebrate Ramadan today

Despite the post-COVID financial squeeze, people in the US are veering toward premium alcoholic drinks, with a growing preference for finer offerings, and quality over quantity. What explains this paradox, and how can brands navigate the evolving landscape of premiumization?

How premium alcohol became a mainstay among US drinkers

Inspired by the outlandish health regimes of tech CEOs, more wealthy Americans are thinking about ways to enhance their health. But they’re not just thinking about how they feel today – the goal of new treatments and supplements is to ensure healthy lives for as long as possible.

How HNWIs are health hacking their way to immortality

Xydrobe has announced Harrods as the first retail partner for its multi-sensory VR cinema, providing a diverse program of tactile, immersive experiences. With audience expectations around experiential shopping increasing, digital integrations can enhance storytelling and community engagement.

Harrods to offer multisensory VR experience for shoppers

Michelin has introduced a new ranking system for luxury hotels to combat broad standardisation in the industry. The Michelin Keys reflect a renewed emphasis on uniqueness and local culture in luxury, offering smaller hotels an opportunity to stand out in a crowded market.

Michelin Keys revolutionise luxury hotels ranking

Timepieces have evolved from utility to self-expression, fuelling major growth in the luxury watch market led by younger consumers. The industry is being reshaped by Gen Z and Y buyers who prioritise individuality and sustainability. How can watchmakers merge tradition with consumer demands?

How will consumer trends affect timepieces in 2024?

A growing number of young Chinese people are investing in gold charms and jewellery in an effort to safely store their money amid economic volatility. As people grapple with uncertainty and a lack of trust, many are searching for decentralised approaches outside the mainstream to feel secure.

Chinese Gen Z turn to gold investments for security

In an ageing country with fewer kids per capita than ever, South Korean adults are willing to spend money on the kids that do exist in their lives, driving a booming childrenswear industry. What’s shaping Gen Alpha’s fashion choices in their formative years, and what should brands watch out for?

Why are so many South Korean Gen Alphas wearing luxury clothes?

Lab-diamond fine jewellery brand Kimai has seen waves of success – from being spotted on Megan Markle to winning a £250,000 investment on the BBC’s Dragons Den. Even as a newcomer, its ethically conscious jewellery paired with a stylish aesthetic has made it a leading brand in the sector.

How Kimai makes fine jewellery guilt-free

India’s discerning high net worth individuals (HNWIs) are increasingly reviving traditions and connecting past and present in their fashion. Many now place high value on timelessness, especially among well-heeled urban globetrotters. What can others learn from this shift back to roots?

Why India's HNWIs are bringing back traditional designs

The number of millionaires and billionaires is rising in Southeast Asia, marking the region as a centre for wealth creation and economic boom for locals and international visitors alike. What trends and behaviours are unfolding with the influx into this new high-earning market?

Why are HNWIs flocking to Southeast Asia?

Barbour, the iconic British brand, leverages its 130-year heritage to connect with modern consumers across generations. But in an increasingly saturated market, how have new collaborations and a sustainability focus propelled the brand to new heights with trendsetting Gen Zers and beyond?

How Barbour remains a beacon of British multi-age luxury

High-net-worth Indians are bearing witness to a unique convergence of spirituality and luxury, as affluent individuals prioritise spiritual fulfilment over materialistic pursuits. This reflects a changing priority among the affluent class seeking a deeper connection to personal growth and wellbeing.

How is spirituality influencing luxury travel among high-net-worth Indians?

Coach is expanding its offering in Southeast Asia with the launch of a restaurant and coffee shop in Jakarta. Both dining experiences will feature New York-inspired twists and flavours on its menu offerings at a time when young people are looking for unique and immersive food experiences.

Coach offers New York dining experience in Jakarta

In a first for the brand, MCM has launched a Ramadan-themed capsule collection. While Eid and Ramadan will continue to be important moments for luxury brands to show up, the growing buying power of Muslim shoppers means they’ll be expecting localisation to be the norm rather than a novelty.

MCM debuts Ramadan capsule collection 

While budget concerns are seeing luxury buyers turn to pre-owned items, challenges persist as they seek foolproof authentication to verify the hidden gems they’ve discovered. Canvas8 spoke to seven Britons to explore their affinity towards resale platforms for high-end goods.

Why are Britons buying pre-owned luxury?

Resale platforms are a staple of the contemporary shopping experience, but do people trust them enough to splurge on luxury goods? Canvas8 spoke to five Americans about the pros and cons of buying high-end items second-hand, and whether they’d ever switch back to buying new from a brand.

Why are Americans buying pre-owned luxury?

Despite changes in principles, traditions are still a living part of Indian culture, especially through material memory. This is why the jewellery brand Aurus crafts artisanal pieces that appeal to family-oriented and autonomous women, preserving Indian tradition through highly visual storytelling.

Why Aurus crafts visual heirlooms for modern Indian women

Is luxury really recession-proof? What’s behind the success of luxury collaborations? How did quiet luxury give rise to the new look of sustainable upmarket goods? How are the fine jewellery and Swiss watch markets being disrupted? And what drives people to luxury resale?

Luxury Sector Snapshot: March 2024

Luxury has long transcended the boundaries of simply buying goods; now, it's a lifestyle that permeates multiple sectors and spheres of life. Due to the cost of living crisis, luxury is expanding to areas previously seen as too ‘everyman’ in search of a broader audience and a way to appeal to younger generations.

Creative Collabs

Although the luxury sector has long been more about excess and exclusivity than ethics and the environment, there’s an increasing movement towards more sustainable behaviour. As prices rise and purchases become more considered, consumers pay more attention to quality, durability, craftsmanship, and how brands treat the planet.

Sustainable Splendour

Jewellery has long been associated with old-fashioned ideas of luxury, but people are embracing a refreshed, more disruptive aesthetic and novel ways to own it. Against the backdrop of the cost of living crisis, a diverse range of buying incentives is emerging, with many looking at jewellery as an investment.

Jewellery Reset 

A culture of reselling and second-hand shopping is challenging established luxury norms. Once immune to the allure of bargain-hunting and budget-pleasing purchases, resale platforms are changing how people interact with luxury brands and make purchasing decisions.

Pre-owned Priorities

New York pet brand LUNGE transforms everyday pet accessories into playful and stylish designs, capturing the aesthetics of NY dog walkers. The luxury pet economy is booming, while birth rates are declining – instead of spoiling their kids, young Americans are splurging on pets.

LUNGE makes pet ownership high fashion in NYC

SSENSE has grown into one of the biggest names in fashion retail and a favoured destination for Gen Y and Z designer label enthusiasts. As young consumers enter the world of luxury shopping, how does the brand’s cultural appeal align with their shopping needs and desires?

How SSENSE improves young people’s access to luxe fashion

In India's thriving luxury beauty sector, Bollywood biggie Deepika Padukone's skincare venture, 82°E, aims to seize attention. Despite facing pricing and communication challenges, star power and a focus on sustainability have boosted visibility, but the question remains – is it enough for success?

How 82°E associates Indian skincare with celebrity status

Despite being the largest producer of milk in the world, India has traditionally never been associated with cheese production. But things are rapidly changing, with a slew of artisanal cheese companies mushrooming around the country due to a rising economy and a desire for novelty and globalisation.

Experience-hunting audiences are driving a dairy boom in India

Gen Y and Gen Z are discovering watch-collecting as a way to signal and flex status, and they’re elevating their game to take advantage. Against this backdrop, British watchmaker Christopher Ward has catapulted to the top of the mid-range pile, winning admirers from across the globe – but how?

How Christopher Ward bucked watch-collector expectations

Jil Sander, the sleek, sophisticated brand with a storied history, is often lauded for its minimalism, but its creative efforts demonstrate how luxury can be so much more than quiet. In doing so, it is attracting younger consumers who are looking to add individualism into the mix.

How Jil Sander’s anti-nostalgia approach taps Gen Zers

The market for engagement rings for men is booming as people look to more expansive models of masculinity. This trend speaks to a wider challenge to the traditionally gendered roles assigned within heterosexual partnerships, as well as eroding expectations of rigidly masculine style choices.

The sales of men-focused engagement rings are booming

Festival season is a buyer’s market for fashion-forward Indian consumers, with much of the spending on textiles, garments, and jewellry. International brands are taking notice of the growing appetite of India’s affluent classes for luxury and responding with collections to satisfy their tastes.

For affluent Indians, festival season is an excuse to spend more on luxury

Clothing brand PH5 is turning heads with its experimental knitwear designs and commitment to ethical fashion. In a world increasingly seeking luxury and sustainability in equal measure, that might be just the ticket to set it apart and elevate China’s worldwide fashion profile.

How PH5 stitches lasting luxury into ‘Made in China’ labels

Paris 2024 and Chaumet have unveiled medals for the Olympic and Paralympic games, featuring metal taken from the Eiffel Tower replaced during refurbishments. Luxury brands are increasingly entering the sports arena, with both sectors finding opportunities to reach new audiences.

Chaumet brings Paris 2024 Olympics into the luxury world

Fashion brand Pipatchara has a dream – to be a fashion brand that empowers local artisans and entices fashionistas into sustainability. As Thai consumers seek out local brands to support, Pipatchara steps up, offering elegance and modernity, making it one of Thailand’s most promising brands.

Why Pipatchara makes Thai eco-weaving a fashion must-have

Canada Goose has partnered with New York-based streetwear brand KidSuper for a collection spotlighting the innocence of childlike wonder and artistic value. The capsule collection merges functionality and art, giving maximalism meaning – all while showcasing the importance of hyper-local narratives.

Canada Goose champions cultural heritage expression

Disneyland Paris has reopened a hotel after a two-year transformation with a focus on providing guests with an immersive Disney experience. As people look to TV and film for travel inspiration, there is an opportunity for brands to offer fans real-life experiences of their favourite storylines.

Disneyland Hotel offers fans an immersive royal stay

Chanel is leading the efforts to enhance traceability across the beauty industry. As consumers increasingly demand transparent and genuine action when it comes to supply chain sustainability, brands that show leadership in transparency efforts will gain trust among eco-shoppers.

Chanel initiates beauty industry traceability efforts

Italian luxury brand Dolce & Gabbana spotlights the value of artisanry 'fatto a mano' in a unique exhibition in Milan that spotlights the life of its creators. As prices continue to rise, luxury brands that lead with exceptional craftsmanship and heritage could help convince cautious consumers.

Dolce & Gabbana spotlights uniqueness of its artisans

A human rights-focused report has warned that luxury fashion is falling behind in the fight against forced labour. As consumers prioritize transparency, luxury brands must provide supply chain transparency and openly address allegations to appeal to increasingly ethically conscious customers.

Luxury fashion can't commit to ethical supply chains

Prada has released a Chinese New Year campaign that harks back to the olden days of Shanghai. With visual references to Wong Kar-wai, the ad is capitalising on people’s renewed interest in Shanghainese history while also speaking to luxury brands' growing efforts to court cinephiles.

Prada revives Old Shanghai in Chinese New Year campaign

Cocktail maker Barsys has linked up with premium alcohol e-commerce platform ReserveBar to launch an AI-powered cocktail subscription service. With interest in home drinking going strong, brands can lean into tech to automate and replicate indulgent experiences in the comfort of people’s homes.

Barsys enhances home drinking experiences with AI

Compared to its beauty industry counterparts, the oral care industry has fallen behind in innovation and transformation. But a renewed laser focus on dental wellbeing means the sector is full of potential, with luxury brands like Selahatin looking to capitalise by elevating everyday routines.

Why Selahatin brings artisanal oral care to luxe consumers

Following efforts to champion Chinese ceramics, Loewe's Lunar New Year 2024 campaign pays homage to the ancient art of jade carving. Tapping into 'guochao' sentiments, it demonstrates how to nail cultural appreciation at a time when people have grown tired of trite attempts at localising luxury.

Loewe spotlights Chinese jade carvers for Lunar New Year

Veuve Clicquot and Belmond have teamed up to curate a selection of exclusive train journeys across three continents aimed at HNWIs. Amid an economic crisis, the collaboration highlights how brands are catering to a subset of the luxury demographic via unique and sustainable travel experiences.

Veuve Clicquot and Belmond cater to luxury eco-travel

NB44 is expanding its invite-only, $12,000-per-year clothing subscription service to a broader audience. Luxury consumers are increasingly looking for hyper-personalized services and greater exclusivity, signaling their identity and status by consuming carefully curated offerings.

NB44 expands personalised luxury clothing subscriptions

When HNWIs have the wealth to enjoy all earthly delights available on the planet, the only next logical step is to look beyond it. Why are the ultra-wealthy taking extreme risks to travel to the final frontiers, and how can brands tap into this appetite for exploring the limits of human experience?

How HNWIs are taking extreme tourism to the next level

Thailand's T-Wave, driven by BL series and T-pop, has pushed far beyond the walls of the country and Southeast Asia into hearts across the globe. Transnational fandoms amplify Thailand's global impact, offering luxury brands a lucrative market among its superfans by exploring localised branding.

Everything you need to know about Thailand's T-Wave

Fendi has unveiled a collaboration with Hiroshi Fujiwara’s streetwear label Fragment and Pokémon to celebrate the upcoming Year of the Dragon. These limited-edition, NFT-accompanied collabs offer consumers ever-expanding ways to signal status and exclusivity while remaining culturally relevant.




Fendi drops Pokémon collab for the Year of the Dragon

The story of Indian Gen Y and Gen Z changing the face of weddings is also a story of self-awareness, finding a voice, and clarity of thought. All stakeholders of India’s multibillion-dollar wedding industry have realised that they can’t take young brides for granted and must cater to their desires.

How are Gen Z and Y Indian brides reshaping the wedding industry?

Why do Korean young adults spend on luxury items and experiences they can’t afford? How does their desire for personal freedom – including their disinterest in marriage and children – reconcile with the country’s traditional collectivist culture? This Cultural Snapshot uses local stats to explore the behavioural norms shared by people in South Korea in 2024.

A Cultural Snapshot of South Korea: 2024

Indian-based Ayurveda brands have been transcending beyond their traditional medical sphere and venturing into beauty and personal care. With a growing appetite for Ayurvedic beauty, Kama Ayurveda has been positioning itself as the luxury brand to go to both inside and outside India.

How Kama Ayurveda makes luxury beauty from Indian roots

Global travel drives fashion shopping trends, with 80% of tourists shopping while travelling – something set to continue in 2024. Brands like Chanel and Louis Vuitton are opening pop-ups in novel destinations, reflecting a post-pandemic desire for unique, personalised travel and luxury experiences.

Luxury shopping increasingly determines travel choices

Chanel hosted its Métiers d'Art fashion show in Manchester's Northern Quarter, celebrating the city's rich arts and cultural history. The event signifies a shift towards hyper-local activations, which allow brands to connect with consumers and instil a sense of local pride.

Chanel fuses global and local in Manchester fashion show

From scoring partnerships with Dyson and Aveeno to being featured in British Vogue and The Times, Melissa Holdbrook-Akposoe has cornered the luxury influencer market – a space that rarely puts Black creators front and centre. What is it about her personality that keeps her fans and brands engaged?

How Melissa Holdbrook-Akposoe bolsters Black luxury

KAI's premium confinement hotel offers a blend of hospitality and wellness for new parents looking for curated care for their newborns and themselves. It leans into the increasing push for maternal care support and the ways people are prioritising luxury wellness experiences.

KAI brings luxury postpartum stays to Singaporeans

A downturn in the luxury watch market reflects broader shifts in consumer priorities. Post-pandemic over-consumption is giving way to demand for authentic, sustainable purchases in the luxury sector. This trend signifies a move towards more meaningful consumption, asking for more from brands.

Luxury watch market downturn signals shifting priorities

L'Oreal and the Perfume Shop have joined forces to introduce the UK's first multi-brand fragrance refill station. With fragrances high in demand, the innovation seeks to build brand loyalty by offering cost savings for repeat buyers and prioritising sustainable shopping options.

L'Oréal x Perfume Shop courts sustainable scent shoppers

Luxury watches have been a globally appreciated status symbol for decades. Amid advances in smartwatch technology, the rise of Gen Z, and macroeconomic conditions, what are the challenges and hopes for the future of the market? We spoke to luxury watch expert Ariel Adams to find out.

Ariel Adams on the future of the luxury watch market

Research has revealed that most APAC luxury consumers would reduce their support for brands that neglect environmental sustainability. These findings emphasise the need for brands to prioritise communicating their sustainability efforts to meet the expectations of APAC luxury consumers.

APAC luxury shoppers are boycotting unethical brands

Demi-fine jewellery brands have increased in popularity over recent years by offering quality and innovative designs at affordable prices. By combining in-store services such as piercing and welding with effective loyalty and sustainability schemes, Astrid & Miyu has acquired an engaged audience.

How Astrid & Miyu courts demi-fine jewellery fans

Thanks to social media trends and pop culture moments, ‘quiet luxury’ and ‘stealth wealth’ aesthetics are making a fashionable comeback. Brands such as Rowing Blazers are reimagining these style codes for younger, nostalgic Gen Zers, making aspirational wealth more accessible in fashion.

Why Rowing Blazers is rethinking luxury shopping

Silversea is using hyper-personalisation to enhance immersive experiences grounded in local culture. As appetite swells for hyper-customised escapism that supports communities and the planet, Silversea demonstrates how niche offerings can attract travellers seeking engaged and responsible discovery.

Silversea brings immersive travel to HNWI cruisers

Ralph Lauren has announced a limited-edition collab with one of China’s most influential online fashion figures, Mr.Bags. The global luxury brand is aiming to build long-lasting connections with Chinese consumers by adapting to the market nuances and partnering with a local influencer.

Ralph Lauren x Mr.Bags launches local-focused collab

Luxury

A collaboration between fragrance brand Documents and funeral goods provider Greatroam has produced a creative incense burner that taps into the wave of 'guochao' in China. Young people in the country are seeking contemporary takes on heritage to celebrate culture and access a sense of stability.

Incense burner collab brings luxury to Qingming Festival

With 2024 hailing several international sports tournaments, many Americans will be building getaways around spectator events. On Location specializes in curating premium experiences that create lasting memories for sports fans, crafting itineraries rich in culture, food, history, and community.

How On Location crafts niche itineraries for sports fans

Luxury brand Loewe is telling its story to Chinese luxury consumers in a showcase that adds local flair to the brand’s rich history. As the Chinese luxury market grows, the ‘Crafted World’ show aims to help Loewe stand out via global brand ambassador Yang Mi and an immersive WeChat experience.

Loewe’s immersive show taps into heritage and history

In a new short film, Gucci goes behind the scenes of new creative director Sabato de Sarno’s debut show, Gucci Ancaro. Unpacking his vision for the show, ‘Who is Sabato De Sarno? A Gucci Story’ reflects a wider trend of luxury brands lifting the veil on a traditionally opaque industry.

Gucci pulls back the curtain on its latest fashion show

In China, female empowerment is becoming correlated with increases in luxury spending, as achieving success in personal or professional lives is being rewarded through luxury products. For brands, leveraging exclusive offline experiences is becoming a popular strategy when appealing to HNWIs.

Clé de Peau Beauté targets HNWIs with offline activation

Luxury postnatal retreats are on the rise in the US, offering personalized support and experiences for new mothers. These retreats reflect a growing demand for tailored experiences and highlight the evolving nature of luxury beyond material goods in an experience-driven consumer landscape.

Luxury postnatal retreats emerge for new mothers

Foundations, exhibitions, sponsorships, and mentoring programmes – luxury brands are pursuing a range of arts and cultural branding strategies to legitimise their symbolic power. Why is the industry leveraging cultural credibility in their marketing, and how are consumers perceiving this shift?

Why luxury brands are aspiring to be cultural tastemakers

In Korea, GLAD Hotel has unveiled an overnight package in collaboration with the local beauty brand Beauty of Joseon, making guests feel like locals. As travellers seek ways to immerse themselves in local culture, there's an opportunity for brands to help guests feel at home while they're away.

GLAD hotel entices tourists with hyper-local offering

At Paris Fashion Week, Coperni updated its Swipe bag design with a science-backed twist: Aerogel, which is 99% air. By utilising this futuristic material and leading with science fiction-inspired design, the brand has created another viral moment, positioning itself as an industry innovator.

Coperni’s experimental bag elevates luxury codes

Hoards of shoppers from Hong Kong and southern areas of China have flocked to the opening of a Costco. As a protracted economic slowdown continues to put downward pressure on purchasing pressure in China, brands are supporting consumers they’ve typically leant on for aspirational luxury purchases.

Costco popularity highlights tightening budgets in China

The Row's show at Paris Fashion Week banned phones, focusing on craftsmanship over digital exposure, sparking publicity and intimate engagement. This reflects a luxury trend towards exclusivity and personal experiences, indicating a shift to privacy and tactile luxury in the digital age.



The Row channels brand exclusivity by banning phones

In the wake of 2023's Saltburn, the 'tacky rich kid' look has made its way across runways and social media alike – taking inspiration from the film to reappraise the tasteless fashion of the noughties. Some are rejecting the sartorial austerity of the quiet luxury era to celebrate tackiness.

'Tacky Rich Kid' aesthetic takes over LFW

In his first standalone collab for LV, Pharrell Williams has enlisted Tyler, The Creator to design a capsule collection. While people feel increasingly ambivalent about celebrity influence in consumption, the drop demonstrates the enduring power of brand collabs when done thoughtfully.

LV capsule taps Tyler, The Creator to amp up star power

The Chinese EV maker has announced its entry into the European market with its ultra-premium line, Yangwang. While European buyers continue to show hesitation around Chinese brands, there’s an opportunity to explore more novel forms of luxury storytelling to enhance customer trust.

BYD looks to conquer European luxury EV market

James Clear – author of Atomic Habits – has launched an app that acts as an accountability partner, helping people build better habits. The launch underscores a broader cultural emphasis on mindful technology usage and the demand for hyper-personalised tech solutions to optimise lifestyles.

Atomic Habits author launches habit-boosting app 

Saks Fifth Avenue has announced a partnership with premium EV maker Lucid to offer demo drives at its stores. As experiential innovation becomes the yardstick of success for luxury brands, there’s an opportunity to lean into untapped spaces around the HNW lifestyle to diversify client bases.

Saks expands luxury offerings through EV retail

Emirates is expanding its vault of vegan in-flight offerings to meet the increased demand for plant-based options from jet-setting passengers. The airline is positioning veganism as a luxurious indulgence, contrasting with the recent argument that plant-based alternatives are losing their allure. 

Emirates responds to high demand for vegan options

The high-end fitness company Equinox has dropped a campaign that centers on primal desires to court affluent gym-goers. As HNWIs redefine the luxe life through the lens of wellness, there’s an opportunity for brands to de-center products and lean into more holistic messaging instead.

Equinox’s avant-garde ad rethinks fitness as hedonism

The practice of photoshopping luxury items into photos is taking off in China as young people seek to signal status without spending. The trend can be seen as part of a broader push towards anti-consumerism, as Chinese youth use their photo-editing skills to navigate social pressures.

Virtual bling helps Chinese youth flex without spending

LVMH and Tiffany have teamed up to offer apprenticeships to train the next generation of craftspeople and luxury artisans. Fostering and enhancing artisan skills could help ensure the longevity of luxury products and maintain the exclusivity and originality that HNWI customers are seeking.

LVMH and Tiffany train the next generation of artisans

Hoshino Resorts has begun the process of converting the Nara Prison in Japan into a luxury hotel experience for tourists. The move demonstrates the continued rise of luxurious and experiential travel and also caters to the demand for holiday experiences that value local histories.

Hoshino Resorts prison conversion woos luxury travellers

Berluti has been announced as the designer for Team France ahead of the 2024 Paris Olympic Games. With Dior, LV, and Chaumet also set to be involved, the collaborations demonstrate the continued mingling of the worlds of fashion and sports, with this particular collab prioritising luxury fashion.

Berluti x Team France bring luxury to the Olympics

As part of a downturn in demand across the luxury apparel industry, Burberry is lowering expectations for operating profit in 2023. With luxury resale proving more attractive to cost- and sustainability-conscious consumers, the sector is increasingly adopting and encouraging circular consumption.

Burberry decline shows luxury isn’t immune to downturns

Emirates has launched a limited-edition fashion collection made of upcycled aircraft interiors. The airline spotlights how brands can execute upcycling and circularity to make sustainability accessible and attainable, helping consumers shop with their values front of mind.

Emirates unveils upcycled luggage and accessories capsule

The 'horse girl' aesthetic has begun trending among online fashionistas and celebrities alike, using motifs from the history of American equestrianism to signal status. As people look to the past for inspiration, brands are using oft-overlooked signifiers to add timelessness to new collections.

The 'horse girl' aesthetic is having a resurgence

Giorgio Armani is launching a genderless sartorial collection focusing on comfort and confidence. This collection – available at Selfridges in December – aligns with the evolving suit-wearing trend after the pandemic, emphasising relaxed, oversized, and gender-neutral styles and body concerns.

Giorgio Armani launches genderless sartorial collection

Indian conglomerate Reliance Industries has inaugurated the country’s largest luxury shopping centre in the heart of Mumbai. As luxury brands rush to grab a slice of the pie in the lucrative market, harnessing experiential retail and meaningful localisation will be crucial for customer loyalty.

India heralds new era of luxury with Jio World Plaza

Lifestyle

People want brands to take themselves less seriously

https://cdn.sanity.io/files/1mk9ifx4/production/c9736fa50563416efae7e5a2c3e0326c5a50ddcb.pdf