Luxury brands in China are going digital to help people maintain normality amid the COVID-19 pandemic. By live-streaming fashion shows that would otherwise be cancelled and offering ‘See Now, Buy Now’ options, brands are hoping to mitigate financial losses and maintain loyal followings.

The widespread disruption caused by COVID-19 has forced brands in the luxury sector to rapidly rethink how they connect with customers. With high-end shoppers unable to peruse stores and attend exclusive events, how are labels adapting to stay relevant and ensure long-term loyalty?

An open letter written by some of fashion’s most famous figures is calling for a fundamental change to the industry's calendar. Demands for more sustainable fashion practices have been on the rise for some time, and this change will be welcome to those fatigued by its wastefulness.

HENRYs – those affluent (but not too affluent) young professionals who are getting a taste for the finer things – are a focal group for high-end brands looking to ensure their longevity. But what do these Gen Yers want to spend on, and what would convince them to keep buying from luxury labels?