While 78% of affluent shoppers in the Middle East like to keep up with the latest trends, that’s not always an option when it comes to couture. Designer-24 is giving people a more affordable option by letting them hire high-end fashion, aiming to change consumption habits in the process.

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?

Gen Yers’ gloomy financial future is well-documented, making indulging in high fashion less feasible than it has been for older generations. In response to this reality, luxury label Off-White is hoping to win over Gen Y buyers – and their loyalty – by releasing entry-level collections they can actually afford.

Being stylish isn’t necessarily sustainable; in the Netherlands, households produce 65,000 tonnes of textile waste annually. LENA the fashion library is an Amsterdam-based store that intends to ease this issue, loaning out clothes the same way a traditional library loans out books.