Audiophilia, a love of high-quality sound experience, is getting more immersive as people use music in various life moments. As audio quality and tangible technology become the standard, what can the audio tech industry learn from Devialet’s market-leading products and patented technology?

How Devialet sets the lifestyle tone for audiophiles

Saint Laurent has channelled the resurgence of reading and cultural nostalgia in a holiday campaign inspired by Proust’s In Search of Lost Time. Featuring John Waters, Charlotte Gainsbourg, and Addison Rae, the spot taps into a renewed appetite for intellectual pursuits and cultural cachet.

YSL leverages cultural currency in holiday campaign

As more Australians with disposable income bolster the country’s travel industry, the luggage brand July has responded by expanding its affordable luxury offerings. Selling both style and practicality, it has met the needs of travellers seeking a bespoke touch as they head abroad.

Why July designs luxe luggage for cost-savvy travellers

With India’s wedding season in full swing, car resale platform CARS24 has raised eyebrows with a campaign that criticises the controversial practice of dowry. Audiences continue to gravitate towards brand purpose, but companies need to show up in intentional ways to drive meaningful impact.

CARS24 campaign addresses dowry violence in India

InterContinental Hotels Group is enhancing its multigenerational travel offering to boost growth for its luxury portfolio. As high-net-worth travelers prioritize vacations as a collective experience with their loved ones, they’ll expect brands to craft holidays that have something for everyone.

IHG embraces multigenerational holidays in luxury travel

Hosted in a different city each year, Chanel's Métiers d'Art fashion show took place in China for its 2024/25 run. The tension among audience responses reflects growing scrutiny of global brands’ cultural nods, as audiences demand deeper, more authentic engagements in China's evolving luxury market.

Chanel fans call for greater nuance in Chinese designs

As the fashion and automotive worlds collide, luxury streetwear brands Kith and Aimé Leon Dore are leading a transformation of classic BMW and Porsche models. This reflects a broader shift as cars become style statements, speaking to Gen Z's focus on cultural relevance over traditional car culture.

Gen Z drivers seek cultural relevance from car brands

Fashion stans started joining the queue for Chopova Lowena’s bi-annual sample sale in December 2024 as early as 3am. But the queue – as an endurance test and a temporary community for the fashion-focused – became a destination in its own right, showcasing a growing subculture around sample sales.

Chopova Lowena sample sale draws queues of Gen Z stans 

Louis Vuitton has brought its 2024 holiday campaign to life with a carousel installation at Place Vendome in Paris along with matching AR filters and customisable digital cards. This physical-digital experience aims to foster connections and authenticity while creating an air of celebration.

Louis Vuitton taps experiential holiday shoppers

2024 was the year of bag charms and collectible toys. Bring those two together and you get Labubu, a cute little monster adults are now obsessively collecting. APAC lead editor Therese Reyes looks into the latest viral craze and what it tells us about affordable luxury in the region.

Editor's Briefing: What the Labubu craze tells us about affordable luxury

With personal care products reflecting the skin-brain connection, neurocosmetics brand JustHuman meets Indians' demand for verifiable ‘clean beauty.' Using a science-backed approach, the brand caters to oft-ignored Gen X women, helping them battle negative environmental changes and stressors.

How JustHuman rethinks beauty for mindful women in India

With women in China being more self-sufficient than ever before, this financial freedom has influenced how they travel, and many are choosing to do so alone. But amid tensions between the rising “she economy” and persistent social expectations to start a family, some are keen to make travel rewarding.

Why Chinese women feel empowered to travel solo

Forecast to dominate the sector by 2030, American Gen Yers are the driving force behind the future of luxury online shopping. Yearning for a traditional sense of prestige while still expecting modern innovations, how can brands successfully strike a balance to attract this cohort?

What do US Gen Yers want from luxury online shopping?

Louis Vuitton celebrated its first anniversary on Discord with an immersive game for its online community. As people are drawn to playfulness and fun from luxury brands, there’s an opportunity to deepen loyalty by appealing to niche digital communities for connection and belonging.

Louis Vuitton deepens connection through video games

Bottega Veneta has launched a capsule collection inspired by the work of beloved American author-illustrator Richard Scarry. Offering a keyring belt, cushion, and a woven intrecciato leather notebook, the brand's exploration of childhood wonder and awe feeds into the comforting appeal of nostalgia.

Bottega harnesses nostalgia for capsule collection

The way we approach interior design is changing. While classic styles remain powerful, social media is introducing fast-moving microtrends, transforming how people design and decorate their homes. In recent years, we've seen an explosion of colour and individuality in homeware. Here's why.

Homeware as self-expression: how social media is shaping interior design

French start-up La Vitre’s screen helps link stakeholders within the luxury fashion industry with live translation, close-up product views, and high-resolution life-sized videos. Experts have highlighted that AI and VR will be key disruptive forces for the luxury sector in 2025.

Human-sized video screen transforms luxury fashion

The allure of food tourism is growing in Australia, with hyper-local produce and tasting menus taking centre stage. Young Australians are shaping the culinary landscape, making it more about memorable and personalised experiences.

Why food tourism is winning luxury fans in Australia

A survey has found that of those using TikTok as a source of inspiration while doing their holiday shopping, nearly half are looking for food and beverage-related gifts. As food intersects with other areas of culture, like fashion, high-end food and drink products are becoming status symbols.

People turn to TikTok in search of food-related gifts 

As luxury sales slow down, China is witnessing the emergence of a thriving second-hand market. Owing partly to ongoing economic concerns since the COVID-19 pandemic, shoppers in the country are becoming more price-conscious, leading many to look for more cost-effective luxury.

Price-conscious Chinese buyers go for second-hand luxury

Sustainability is a key concern for people. But how are luxury fashion brands helping or harming this cause? Investing in true quality and supporting new sustainable raw materials is helping to boost sustainability across the industry, but greenwashing remains a persistent problem.

Why sustainable R&D is luxury's trust-building opportunity

With so much going on, it’s hard to keep track of endless shifts in relevance and  to make sense of whether something truly is era-defining. Our Best of Insights awards recognises 20 products, people and campaigns that broke through and mattered – and analyses how they did it. 

Who captured the zeitgeist in 2024? 

Louis Vuitton has cloaked its New York flagship store with a luggage-inspired facade as it undergoes renovation. The extravagant display of logomania is significant amid declining luxury revenues, with audiences perhaps needing a greater psychological push to justify their splurges.

LV's giant installation leans into surrealist marketing

Chanel has launched its first-ever comprehensive beauty house in Paris. Crafted around the brand's mind-body approach and geared towards the desire for personalised experiences, the store offers treatments and tools to immerse beauty lovers in the brand's take on classic Parisian luxury.

Chanel's House of Beauty courts new-age beauty lovers

LVMH is setting its sights on domestic wine and spirits production to mitigate potential tariffs on alcohol imports under Donald Trump’s presidency. Against this backdrop, people’s palates may shift inward, and brands can consider emphasizing American-ness through innovative, unexpected narratives.

LVMH boosts Made in America drinks in light of tariffs 

Miu Miu's SS25 show featured an artist-curated newspaper with links to cultural criticism texts and image-less ads. As luxury brands redefine their aesthetic codes and associations, they have the opportunity to surprise people with provocative and unexpected collaborations.

Miu Miu's SS25 show courts shock-led fashion audiences

Gen Z is redefining athleisure as more than just workout gear – it's a lifestyle statement woven into their values, fitness goals, and identity. Prioritising durability and brand connections over big names, they seek labels that foster community through shared experiences and authentic engagement.

Why are Gen Zers sporting luxury athleisure?

Soho House, the international private members' club, is continuing its global expansion with the Ibiza Farmhouse, a first for Spain. Members-only clubs are becoming increasingly popular thanks to their promise of curated exclusivity, privacy, and refuge from homogenised experiences.

Soho House to open in Ibiza amid members-only club boom

Korean luxury hospitality group Josun Hotels & Resorts has launched a store to expand its online presence via its distinctive food and lifestyle products. With people searching for accessible indulgences, premium hotel-branded products can bring luxury escapism into homes.

Josun Hotels & Resorts launches online lifestyle store

The Four Seasons has introduced luxury pyjamas as part of its Four Seasons at Home line, which honors the brand’s hospitality heritage and offers an entry point for those who can’t afford a hotel stay. The move aligns with a luxury trend towards accessible experiences amid economic constraints.

Four Seasons pyjamas offer an at-home luxury experience

As e-commerce casts doubt over the future of physical stores, Dover Street Market reaffirms the importance of experiential spaces in luxury retail. Integrating fashion, art, and emerging designers to revolutionise the customer experience, the famed store is shaping fashion commerce.

How Dover Street Market inspires fashion rediscovery

Luxury fashion houses in Paris are moving to the silver screen, producing films to deepen their cultural influence and connect with new audiences. As they step from the runway to the cinema, how can other brands harness this shift to elevate their storytelling and create more immersive brand experiences?

Why cinema lovers are luxury's next opportunity

The revival of Tom Ford’s Oud Minérale – and its move from the brand’s Private Blend collection to its Signature Line – taps into a desire for self-expression, little luxuries, and ‘smellmaxxxing’, even if on a budget. The scent draws fragrance fans and young men still forming their identities.

How Oud Minérale embodies the essence of personal luxury

More than ever, South Koreans are seeking holiday accommodation that’s a destination in itself. With hotels in South Korea rebounding from the pandemic, Koreans are also evolving their definitions of ‘rest,’ ‘luxury,’ and ‘hospitality,’ prompting local tourism to adapt too.

How South Korean hotels are adapting to attract visitors

Luxury brand Moschino is leaning into absurdism with the release of a bag modelled on a stalk of celery. Blending humour and hyper-realism, the move speaks to a growing appetite for self-aware humour within the industry, which may be particularly appealing to meme-savvy young shoppers.

Moschino lures luxe buyers with hyper-real celery clutch

Indians are increasingly buying luxury products while travelling abroad, according to spending data from Visa. In response, some brands are creating personalised shopping experiences overseas, aligning with the industry-wide shift towards immersive and curated experiences.

Luxury brands court Indian tourists with VIP shopping

Jaypore is collaborating with traditional artisans like the Ghadwa community to bring India’s cultural heritage to a global audience through the art of Dokra metalwork. The partnership supports the preservation of the craft while creating sustainable income opportunities for the community.

Jaypore deeps artisanal craft ties with Dokra line

Luxury travellers have a new and exclusive way to experience Italy with the launch of the Orient Express’ La Dolce Vita sleeper trains. The revival of the once-defunct brand highlights the continued demand for luxury travel experiences, even as sales of high-end goods slump.

The Orient Express launches first new route in decades

Gen Yers account for a growing share of luxury jewellery consumers in the UK, and the market is transforming to reflect their tastes. High up on the priority list? Purchases that serve as a form of self-care and brands that demonstrate their economic value as well as their social value.

How Gen Yers are remaking the UK’s luxury jewellery market

“Diamonds are a girl’s best friend,” so sang Marilyn Monroe, but with questions over ethics and the environment, mined stones are falling out of favour. Lab-grown diamonds and recycled precious metals are attracting Gen Y and Gen Z. We explore what’s behind the explosion in ethical engagement rings.

How engagement rings are becoming more sustainable

For today’s travellers, it’s all about living in the moment, often trading future savings for once-in-a-lifetime experiences. Drawn to Australia’s unique landscapes for adventure and personal enrichment, visitors are reshaping the tourism landscape. How can brands meet their evolving needs?

As travel desires change, what are the new tourism opportunities in Australia?

Tatty Devine is a long-standing jewellery brand in the UK. Known for its outlandish, unusual designs and its all-female team, the brand stands out from the crowd by creating fun, pop culture-inspired pieces that appeal to young consumers. How did the brand become such an icon of personalisation?

Why Tatty Devine fosters individuality with pop jewellery

Puig exceeded expectations with its Q3 earnings, bolstered by fragrance and skincare sales and demand in the EMEA region and Americas. As brands within luxury ponder whether to ‘go high’ or 'go low', Puig is opting for an enticing strategy – ‘go niche’ to stand out in a turbulent market.

Puig courts niche audiences within luxury

Sport and fashion are becoming more and more interwoven as sports stars front campaigns for high fashion brands and clothing labels make their mark between the lines. Now, the media is catching up as Carine Roitfield unveils a publication dedicated to the intersection of these two worlds.

Carine Roitfield courts fashion-conscious sports fans

A new Audi showroom in Singapore will include the second outlet of Burnt Ends Bakery, a spin-off concept from the Michelin-starred restaurant Burnt Ends. People are flocking to showrooms as lifestyle destinations, and brands are getting creative with their offerings to nail the ‘wow’ factor.

Audi’s Singapore showroom debuts bakery cafe concept

Jacquemus has opened the doors to its first-ever US concept store with a location in New York. The move highlights people's increased appetite for immersive retail experiences that blend hyperlocal connections and unique storytelling to showcase the characters and feelings of various locales.

Jacquemus’ first-ever NY store elicits Parisian pride

Tanishq has perfected the dance between tradition and modernity with its jewellery. From Diwali-exclusive collections to evolving its appeal, India’s favourite jeweller remains a festival staple – even as gold prices rise and tastes change. How does Tanishq keep its Diwali shine?

How Tanishq makes gold traditions glitter during Diwali

Prada and Axiom Space have unveiled a space suit that combines high fashion expertise with advanced tech. As people show interest in unique, futuristic experiences that blend aesthetics with functionality, luxury brands can leverage cross-industry collaborations to make waves.

Prada goes to space with high-tech moon suit design

Tiffany & Co. has partnered with The Nature Conservancy to protect the oceans. As people become more conscious of brands' environmental impact, those that demonstrate a genuine commitment to ecological causes may appeal to customers seeking meaning through their purchases.

Tiffany & Co. dives into ocean conservation

Young Australians are stepping up to support the arts, while galleries are adapting to social and economic pressures. As Indigenous and contemporary works take centre stage, how will the Australian art market respond to these changes?

What does the art market reveal about Gen Z luxury attitudes?

The art historical canon is being shaken up at Art Basel Paris 2024 with a section devoted to showcasing non-traditional artists and works. People continue to demand diverse and inclusive representation across sectors, but brands may risk a backlash if it's not done right.

Art Basel Paris spotlights inclusivity in new exhibition

Major luxury brands are reporting losses and facing challenging times as shoppers around the world hold back on their spending. Understanding the changing needs of aspirational and wealthy shoppers across different markets will be key for brands to weather this slowdown.

Global spending slowdown hits UK luxury brands hard

China’s first and only couturier acclaimed by the Chambre Syndicale de la Haute Couture, Guo Pei embodies expressive Chinese luxury in her designs, adding depth to the flashy guochao trend. As these designs travel globally with Guo, Chinese fashion remains evergreen and inspired by her works.

How Guo Pei turns China's history into high fashion

Alaïa has launched the exclusive 'La Table' dinner series in collaboration with We Are Ona. The initiative feeds into a growing trend of luxury brands creating immersive culinary experiences, catering to the desire for exclusive, insider-only events in fashion and arts.

Alaïa’s 'La Table' merges fashion and fine dining

Female Lamborghini owners in the US were invited to the #SHEdrivesalambo retreat in Arizona to experience the brand’s latest cars and participate in wellness activities. Luxury brands can tap into people’s desire for insider status and novelty experiences with such targeted outreach events.

Lamborghini retreat blends luxury with lifestyle

Art Basel Paris, opening on October 16th at the Grand Palais, is launching its first-ever branded fragrance, Œillet Pourpre, in collaboration with Parisian perfume house Guerlain. Luxury and cultural experiences are becoming more entangled as brands look to reach a wider audience.

Guerlain x Art Basel Paris combines arts and fragrance

LVMH has inked a ten-year partnership with Formula 1, helping to expand its influence in the sports sector. This collaboration arrives at a time when brands are leveraging the power of fandoms to foster new forms of collective identity while rewriting luxury codes for aspirational buyers.

 LVMH extends reach into sports with F1 collaboration

The perfume industry, while smaller than the broader luxury market, is growing nearly twice as fast, driven by innovations that merge fragrance with emotional wellbeing. As people increasingly prioritize self-care – reflected in the rise of wellness spending and a greater focus on beauty – fragrance is evolving into a key player for ‘scentsational’ mind-body connection.

Why fragrance is the new quiet exclusivity in the US

All-day wearable fitness trackers that monitor our health outside of the gym are changing from bands, straps, and watches into jewellery and luxury goods. Why are people keen for their wearables to be high-fashion items? And how are brands entering this luxury market?

How are fitness trackers competing on cool to win luxury shoppers?

While cost of living pressures persist, luxury sales are booming in Australia, partly due to international tourists and the country’s growing wealth. As global brands seek to expand their presence in the market, how can they adapt their stores and use collaborations to edge out the competition?

Why luxury thrives Down Under despite the cost of living

Luxury has long defined Indian weddings, but young people are amping up the exotic factor by opting for destination weddings at home and abroad. Cost remains a concern for many, and people are looking for brands to democratise the offering without compromising on world-class experiences.

Indians are eyeing destination weddings as luxury cachet

Australians’ appetite for holidays is insatiable. And despite a cost of living crisis, many are still willing to pay more for luxury accommodations and new, unique experiences. Many are also looking for multi-generational trips that offer something for the entire family.

What do Aussies want from luxury holidays?

A rapidly ageing population and recent economic boom are giving rise to a new model of senior living in South Korea. Blending independence with high-end leisure and luxury, interest in services designed for ageing on one's own terms is emerging in the East.

South Korean seniors seek out luxury retirement homes

Single-child households and "Very Important Babies" are on the rise in South Korea. Their parents are keen for their offspring to keep up appearances at school and out and about, with must-have luxury items fast becoming signifiers of not just individual prosperity but successful parenting.

Child luxury: a new status for parenting in South Korea

With China’s economy experiencing poor shopper sentiment and a dip in spending power, demand for dupes has grown. Some luxury brands are experiencing sustained success despite the headwinds, but others could embrace the expansion of dupe culture by collaborating with high-street brands.

Demand for dupes grows in China

Affluent buyers, both local and foreign, are seeking unique, high-end homes that reflect a new sense of luxury in Australia. From waterfront properties to future-proof designs, they’re investing in properties that offer sustainability, technology, and new bespoke features.

Why waterfront homes are Australia’s number one luxury

Pandora has committed to using 100% recycled gold and silver in its jewellery, joining a wider industry effort to put sustainability first. As people become more aware of the urgency of the climate crisis, they're increasingly expecting businesses to go the extra mile to do their bit.

Pandora pledges to use only recycled gold and silver

A desire to live to the max is fueling interest in experiential luxury among Americans, who are increasingly opting to spend on memories over material goods. Canvas8 spoke to eight people from across the US about their expectations of luxury experiences across travel, wellness, and retail.

What do Americans want from luxury experiences?

As people recalibrate their priorities regarding luxury spending, the sector is witnessing a shift towards experiences over material goods. But what do Britons want from immersive luxury moments? Canvas8 asked nine people from across the UK what makes elevated experiences memorable and worthwhile.

What do Britons want from luxury experiences?

The restaurant Silo has launched a fermentation lab in London, spotlighting zero waste and regenerative culinary experiences. As people become increasingly aware of the climate crisis and food waste issues, innovative, creative, sustainable dining could provide new options for eco-conscious experimentation.

Silo tackles food waste creatively 

Mulberry has achieved B Corp certification. As luxury fashion brands are increasingly scrutinised for their sustainability and green claims, third-party certifications like these spotlight transparency, rebuild trust and help people feel safer and more confident about their choices.

Mulberry recognised for eco-commitments 

Telfar is debuting its first leather bag with an exclusive pop-up at Selfridges. As demand for localised stories rises, brands can redefine luxury by fostering deeper connections through tactile engagement and culturally fluid narratives, offering a fresh perspective on traditional luxury concepts.

Telfar redefines accessible luxe with debut leather bag

What new categories and destinations are shaping luxury right now? How is heritage serving as a timely anchor in a turbulent world? Why is the luxe sector looking to be more fun? How are brands making sure they remain in the zeitgeist through cultural connections and innovation?

Luxury Sector Snapshot: October 2024

Statement jewellery has fully permeated the luxury landscape, partly due to Gen Z’s lust for experimentation and individualism during times of crisis. As industry lines blur, how are brands and designers in this space reacting to ways people people create identity via adornments and aesthetics?

Why Gen Zers are investing in statement jewellery

The luxury market has taken a hit post-pandemic because of slower tourism and the rising cost of living. In France, this means that Parisian stores are recalibrating their strategies to increase accessibility, showing how a shifting landscape can open new and exciting opportunities.




Parisian stores aim to make luxury accessible again

Bottega Veneta has tapped 'child-like wonder' on the MFW runway. As people seek escape from global stressors through nostalgia and playful experiences, luxury brands can create emotional connections by evoking fond childhood memories while maintaining sophistication in their products and experiences.

Bottega Veneta reveals luxury fashion's inner child

The RealReal taps people's emotional connections to clothes to encourage resale and fashion circularity. The company aims to help individuals turn their luxury goods into profit while promoting the idea of giving pre-owned items a new life and fostering a sense of shared purpose. 

The RealReal taps emotional connections for luxe resale

The "Made in the UK" series champions Burberry's commitment to supporting British manufacturing. Brands that spotlight hyper-locality with storytelling and offerings will resonate with audiences looking for authentic, rooted experiences in an increasingly interconnected world.

Burberry spotlights local heritage with Made in the UK

In a China-exclusive campaign, Prada has tapped ambassador and table tennis star Ma Long for a special match with veteran actress Wu Yanshu. While athletes have become influencers du jour for luxury brands, there’s a demand for stories that showcase sports in a humanistic, thought-provoking light.

Prada’s table tennis campaign combats ageism in China

As the luxury sector takes a hit, the UK branch of Bulgari announced losses in 2023 due to economic instability and reduced tourism. With financial concerns worsening, trends like #underconsumptioncore and 'affordable luxury' rise, offering leverage for smaller, cheaper, and stylish alternatives.




Smaller brands may emerge as Bulgari UK struggles

Luxury hotel The Standard taps tattourism by giving guests exclusive access to local tattooists during their stay. With the desire for curated, local experiences continuing to grow among travelers, The Standard is attracting dedicated followers seeking one-of-a-kind, locally-inspired experiences.

The Standard luxury hotel courts tattoo aficionados 

Fair Luxury x The Goldsmiths' Centre taps ethical responsibility in luxury jewellery. The partnership responds to people's growing demand for eco-conscious offerings and ethical responsibility, aiming to set high standards of transparency from jewellery providers.

Ethical jewellery collective spotlights eco-values

Hospitality brand Sbe revolutionizes wellness with lifestyle concepts. With people increasingly prioritizing health and wellness, brands can follow Sbe's lead in redefining the intersection of luxury hospitality and preventative healthcare.

Sbe taps longevity and luxury with hospitality offering

Italian luxury fashion house Tod’s has unveiled a collaboration with renowned Indian couturier Rahul Mishra. Luxury brands are placing greater emphasis on artisan craftsmanship in a shift to slower production and celebration of diverse cultural heritage from around the world.

Tod's collaboration celebrates Indian craftsmanship

Citius Retreats is joining hands with Six Senses Ibiza to curate a retreat that integrates sports medicine, holistic health, and community. As wellness experiences become more accessible to Britons, luxury brands in the space are tapping into elite sports to craft new codes of exclusivity.

Citius tailors wellness retreats for sports enthusiasts

For Milan Fashion Week, the Italian label Etro broadcasted its runway show live via the Apple Vision Pro. While spatial computing is still nascent territory for most people, novelty-seeking HNWIs will be looking for cutting-edge phygital experiences as luxury currency.

Etro broadcasts runway show via Apple Vision Pro

A new partnership between Sotheby’s and Marriott will auction highly valuable collectables alongside exclusive itineraries. As the signifiers of status evolve and the lines between goods and experience blur, HNWIs are looking to commodify one-of-a-kind experiences to signal exclusivity.

Marriott and Sotheby’s upgrades exclusivity for HNWIs

How is the second-hand market changing the definition of luxury? Is AI democratising access to luxury experiences? Should brands really be focusing on Gen Z? In this part of Expert Outlook 2025, we speak to three experts about how changing perceptions of luxury are transforming the sector.

2025 Expert Outlook on Luxury

Montblanc has been associated with luxury and refinement ever since the launch of its first pen collection in 1906. The brand has since diversified into leather goods, clothes, and its beloved watches – all while retaining its elegant identity. What’s the secret to its long-term success?

How Montblanc rewrites status for luxury shoppers

How do you brand an invisible product? By building captivating worlds that immerse your senses. The creators of Gentle Monster foray into the olfactory with TAMBURINS. Inside its stores, huge, life-like sculptures and miniature figures come together, inviting shoppers to experience scents beyond smell.

Why TAMBURINS designs luxury perfume for Korean senses

Amidst the cost of living crisis, the luxury sector is increasingly collaborating with mass-market brands to reach new audiences. Canvas8 speaks to three academics about their research into ‘masstige’ co-branding and other brand expansion strategies.

You’re partnering with who!? The science of masstige co-branding

With a range of sports gear that attracts the attention of athletes and office workers alike, activewear brand On has risen over the last few years to compete with legacy names in the market. Through high-end partnerships and A-list celebrity collabs, the brand caters to the casualwear needs of the European affluent.

Why On restyles activewear for modern fitness goers

Industry data shows that amid an economic slowdown, Chinese shoppers are increasingly prioritising simplicity and affordability when it comes to mooncake buying. As luxury purchases move away from the conspicuous, people are driving new codes of premiumisation in gifting culture.

Chinese appetites for mooncakes are getting muted

Diptyque Paris is debuting a luxury perfume concept that draws inspiration from the natural world. The collection caters to fragrance enthusiasts seeking unique, exclusive offerings, aligning with the growing trend of personal expression through niche, narrative-led perfumes.

Diptyque launches luxury line of conceptual scents

The Macallan has released 200 bottles of its oldest whisky yet, each priced at $190,000 and available for purchase by invitation only. The marketing strategy and design mirror the approach of luxury watch brands, making it a collectors' item – and tapping luxe whisky connoisseurs.

The Macallan releases whisky to buy by invitation only

Tapping into sustainable shoppers in Barcelona, Aesop has launched a new store built on recycled local materials. The brand aims to spotlight its commitment to circularity and sustainability while inspiring others to explore the creative reuse of materials within a unique retail and design experience.

Aesop's anastylosis-centred design targets eco shoppers

Chanel has jumped on the wearables bandwagon with the debut of its Première Sound Watch. Unlike other brands that are experimenting with more tech-forward approaches to wearables, the luxury house is putting a modern spin on old-school devices that could resonate with AI sceptics.

Chanel makes loud luxury play with nostalgic tech

For its 140th anniversary, Breitling has launched a heritage-inspired pop-up museum. Visitors explore its history via the Time Tunnel and its air, land, and sea "universes." The experience appeals to Gen Z's love for experiential retail, highlighting a shift toward heritage-focused branding.

Breitling immerses visitors in its history with pop-up

Net-A-Porter x King's Foundation champions local craftsmanship and sustainability with community training programs for new talent. The initiative highlights how luxury brands can build deeper connections with their audiences while fostering local talent and building long-lasting, enduring value.

Net-A-Porter spotlights local craft and community values

The CFDA has announced a streaming partnership with the Rockefeller Center to showcase collections from American designers at NYFW. This move speaks to a growing desire for brands to break down barriers to accessing luxury by reviving people’s interest in local fashion stories.

Luxury