Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

In a hyper-connected world, it feels like everything previously ‘insider’ is more available than ever: from behind-the-scenes access to the lives of public figures to travel experiences immersing people into worlds previously deemed unattainable. But while people embrace this community-based inclusivity and u...

French luxury brand Longchamp has launched Le Pliage Re-Play, an eco-friendly range of bags made from leftover canvas and leather from past collections. With only a limited supply of material available, the brand shows how sustainable production can offer the exclusivity that luxury shoppers crave.

RTFKT and Byredo’s wearable digital aura collaboration ‘ALPHAMETA’ leverages playful, personalised worldbuilding and closes the sensory gap between IRL and URL with cutting-edge tech. Building on gaming culture and ASMR, it invites people to playfully explore multisensory digital experiences.

Chanel has been able to maintain its place as a beloved and revered luxury brand by emphasising craftsmanship, exclusivity, and quality, while also prioritising its loyal customers. How can luxury brands sustain heritage appeal and an image of exclusivity while also courting new customers?