Shot with a phone camera via FaceTime, ‘Jacquemus From Home’ forgoes all the usual bells and whistles of a high fashion campaign. The shoot highlights not only how fashion brands are adapting to lockdown, but also gives luxury consumers the content and engagement they crave.

Hundreds of thousands of fashion fans have tuned into Moscow’s first online-only fashion week. As the COVID-19 pandemic pushes brands and major event organisers to embrace digital engagement, these climate-friendly adaptations could become a new norm.

The widespread disruption caused by COVID-19 has forced brands in the luxury sector to rapidly rethink how they connect with customers. With high-end shoppers unable to peruse stores and attend exclusive events, how are labels adapting to stay relevant and ensure long-term loyalty?

HENRYs – those affluent (but not too affluent) young professionals who are getting a taste for the finer things – are a focal group for high-end brands looking to ensure their longevity. But what do these Gen Yers want to spend on, and what would convince them to keep buying from luxury labels?