Luxury fashion is undergoing a revolution. As the market welcomes a growing number of Gen Yers and Zers, the values once ascribed to luxury are less relevant. Streetwear company Madhappy is seizing this moment, setting an example for high-end brands looking to attract a younger cohort.

Though most of them weren’t alive to experience it first-hand, American Gen Zers are obsessed with ‘90s pop culture. Dumbgood is tapping into this ‘fauxstalgia’ with officially licensed streetwear featuring TV and film stills, turning its young customers into walking, talking, retro memes.

As banner ads and billboards struggle to draw attention, brands are increasingly adopting novel forms of advertising to engage people. Gamification offers one solution by rewarding ‘players’ for their active participation. How can brands use these adverts to build stronger bonds with audiences?

Supreme has released a branded burner phone, tapping into desires for exclusive brand items outside of the fashion sector, as well as shifting ideas of luxury. As more people rely on tech for work, disconnection has become a marker of luxury, bringing about a rise in low-tech luxe.