Accustomed to rapid service and easily accessible products, Gen Yers and Zers are causing the luxury industry to bend to their e-commerce expectations. What do they want out of a high-end shopping experience? And how are haute couture brands grabbing the attention of these digital natives?

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.

Without the pressure to dress up for the office, comfort has begun to triumph over style when it comes to working-from-home outfits. Once a wardrobe staple, jeans are losing out to softer, looser-fitting fabrics as people’s sartorial choices reflect their desire to seek comfort in times of uncertainty.

Nike is taking a ‘Just Do Nothing’ approach with its ‘anti-sneakers', which are aimed at people who are spending more time at home. Designed to help wearers unplug, the 'Offline' mules are leaning into a shift that's seeing people prioritise comfort in their fashion choices.