As many luxury brands struggled to stay connected to their audiences during the pandemic, Hermès is one company that has been remarkably resilient. The brand hasn’t been bested by the pandemic thanks to some successful innovation within its well-established brand codes.

Rolls-Royce is eyeing the ‘post-opulent’ generation with the new Ghost model, launched to coincide with its modern rebrand. With a consumer base that’s getting younger and younger, the heritage automotive brand is using the promise of high-quality luxury to court HWNI shoppers.

For luxury fashion brands that have long relied on their prestige and exclusivity to court new customers, change is afoot. As they face up to a pandemic-induced recession and young shoppers who are digitally-savvy and socially conscious, how are they adapting to earn and maintain loyalty?

Lockdown savings have inspired many Britons to splurge on themselves, giving heritage luxury brands a boost in business and profile. Canvas8 spoke to nine people across the UK to discuss how shopping for high-end items can fit with their personal identities and social values.