Grey Goose has launched it's 'Live Victoriously' campaign to encourage young people to celebrate large and small moments of their life with the vodka label. With Gen Y and Z wanting more luxury in their everyday lives, brands are looking to reconnect with authenticity and personality.

Accustomed to rapid service and easily accessible products, Gen Yers and Zers are causing the luxury industry to bend to their e-commerce expectations. What do they want out of a high-end shopping experience? And how are haute couture brands grabbing the attention of these digital natives?

Rihanna is teaming up with luxury fashion conglomerate LVMH to create her own luxury fashion line. This is the first time the luxury group has featured a line from a black female designer, and represents an attempt to reach a younger, more socially conscious generation of luxury consumer.

Instagram account Diet Prada is confronting some of fashion’s most prestigious brands on issues like copycat design and model diversity. As luxury consumers’ definition of ethical expands to include the intellectual property of designs, fashion brands need to keep up or risk being called out.