Gucci has seen its fortunes turn in 2017, but it isn't resting on its laurels. The Italian luxury fashion house's Spring 2018 ad campaign is designed specifically to appeal to Gen Y luxury consumers, with clothing presented as rennaissance-style paintings, filled with nostalgic nods to Gen Y's past.

In 2017, Saint Laurent partnered with famed boutique Colette for a collection that celebrated “the traditions and tenets of Parisian culture” – but the range was noticeably short on actual clothes. So, how did a branded Vespa, skateboard, and BDSM paddles aim to broaden the luxury label’s appeal?

As seen in Fendi’s FW18 collection, ‘logomania’ has returned to the fashion and luxury market. As younger luxury buyers choose to flex their big-ticket purchases on social media and international markets fall in love with heritage narratives, the logo is once again king.

Older generations may have moved towards to minimal logos and subtle signifiers of wealth, not everyone wants their luxury to be low key. In fact, conspicuous consumption is seeing a revival among members of Gens Y and Z – who drove 85% of the luxury sector’s growth in 2017. They want luxury brands to take themselves less seriously and be playful in their products and communications. So, whether through bold, nostalgic logos or branded skateboards, luxury is getting a tongue-in-cheek makeover.