Why luxury brands are aspiring to be cultural tastemakers
REPORT
18 Mar 2024
Why luxury brands are aspiring to be cultural tastemakers

Foundations, exhibitions, sponsorships, and mentoring programmes – luxury brands are pursuing a range of arts and cultural branding strategies to legitimise their symbolic power. Why is the industry leveraging cultural credibility in their marketing, and how are consumers perceiving this shift?

Steve Salter

Steve Salter is a London-based editor and brand strategist. Throughout his 16-plus years in the fashion industry, he's helped ambitious luxury, retail, and lifestyle brands evolve by cultivating their place at the intersection of creativity, culture, commerce, community, consciousness, and positive change. After helping to evolve i-D from a print-first style title into a 21st-century youth media powerhouse and LN-CC from a physical-first luxury retailer into an international, brand partner collaborating fashion platform, he's currently working on his own publishing venture (to launch in Spring 2024) and consulting for a diverse portfolio of brands and agencies.

Leila Fataar

A globally-renowned brand builder and business innovator, Leila Fataar has over two decades of senior leadership experience at the intersection of culture, creativity, and commerce, underpinned by a commitment to authenticity and advocacy for inclusive representation throughout the advertising, marketing, and communications industries. Working globally both brand-side and through her owned companies across multiple categories, her expertise lies in the ability to read the cultural zeitgeist and signals and translate them into compelling brand strategies that resonate with diverse audiences. Early 2025 sees her unique perspective distilled in her first book, Culture-Led Brands.

Sharon N. Hughes

Sharon N. Hughes is a pioneering figure in global education, celebrated for her innovative approach to fashion, business, and technology and for advocating inclusivity and cultural diversity in the arts. With a background in fashion studies, Sharon is a leading voice at the intersection of arts, technology, and business, utilising her expertise in digital strategy and marketing communications to drive meaningful change. Committed to advancing discussions on cultural diversity, Sharon's industry experience in marketing management, including consulting for prestigious brands like Chanel, underscores her ability to challenge conventions and drive brand development strategies.

Avani Thakkar

Avani Thakkar is a fashion and culture writer with words in Vogue, Elle, Dazed, i-D, gal-dem, Nylon, W Magazine, Observer, the Zoe Report, and other publications. With a background in marketing, she enjoys spotlighting Indian craft and upcoming designers, keeping up with Gen Zers and getting into the nitty-gritty of how clothing shapes culture.