As luxury brands become increasingly accessible to the everyday consumer, they are seen less as a symbol of class for Britons. Moving beyond branded luxury, status markers are shifting to be defined by the exclusivity and quality that luxury offerings can provide rather than the price tag.

Post-pandemic, the luxury watch industry is ready to modernise itself and adapt to attract a broader audience. By blending heritage and lightweight high-performance technology, Breitling is setting an example of affordable luxury for younger consumers with an active lifestyle.

The adidas x Gucci collection has sent fans of high fashion and streetwear into a frenzy online, as the surprise collaboration spread across social media. Unexpected partnerships offer brands a clever way to cross-pollinate fan bases while also making for attention-grabbing headlines.

Tiffany & Co has collaborated with streetwear brand Supreme to create a Tiffany classic collection but with an edgy twist. With Gen Zers feeling that designer brands don’t resonate with them, brands would do well to incorporate playful and unusual designs to tap into this creative cohort.