Fashion house Prada and sportswear label Adidas have teamed up to produce a limited edition sneaker and bag. The collaboration between the two superbrands plays on streetwear's popularity as young luxe shoppers blur the boundaries between high and low culture.

As younger generations grow their spending power, they’re expecting luxury brands to inject their traditionally detached narratives with a more socially-savvy, laid-back tone. From ironic hashtags to selfie-friendly products, the merging of casual culture with high-end sophistication is tapping into Gen Z’s tendency to view low-key luxe as the height of good taste.

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.

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?