Drinks subscription company Flaviar has launched a collection of ‘half-assed’ Christmas gifts that double as a $300 annual membership to the spirit-enthusiast club. The brand’s tongue-in-cheek approach aims to appeal to consumers who appreciate the humor and playful side of luxury brands.

Gucci is rolling out an '80s-inspired arcade video game mode on its app. The deliberately retro feature provides a playful touchpoint for young luxury shoppers who are increasingly seeking out brands that engage them on a deeper level than mere transactions.

With store closures, reduced custom, and an abundance of excess stock, the luxury industry is feeling the impact of the pandemic. Alibaba hopes that Luxury Soho, a platform to sell excess stock at discounted prices, will lure Chinese Gen Zers into post-COVID-19 spending.

Luxury fashion is undergoing a revolution. As the market welcomes a growing number of Gen Yers and Zers, the values once ascribed to luxury are less relevant. Streetwear company Madhappy is seizing this moment, setting an example for high-end brands looking to attract a younger cohort.