Prada is auctioning off items from its A/W2020 men’s and women’s show. As the wasteful nature of fashion shows comes under increased scrutiny, the luxury fashion house is part of an industry-wide move to redefine the traditional excess that comes with a runway collection.

With many people at home pining for life pre-COVID-19, several luxury fashion brands are digging through their archives and taking a trip down memory lane by republishing old campaigns. With people’s social lives largely put on hold, they’re turning to memories for comfort and fun.

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?

For luxury fashion brands that have long relied on their prestige and exclusivity to court new customers, change is afoot. As they face up to a pandemic-induced recession and young shoppers who are digitally-savvy and socially conscious, how are they adapting to earn and maintain loyalty?