Christmas shopping has started early in the UK as people look to get the ball rolling on what is likely to be the most disrupted of celebrations in recent memory. With people unsure whether they can see their family or afford their usual splurge, Christmas is already high on the agenda.

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?

Buying clothes that don’t exist seems like a scene fromThe Emperor’s New Clothes, but people are getting into digital design. As sustainable concerns peak, shoppers want novel ways to embrace their style and identity. Digital fashion house The Fabricant helps us dress up online, without the excess.

Combining hypebeasts’ fandom of limited-edition drops and owning pair upon pair of coveted sneakers with accessibility and affordability, the AR-style Aglet app is letting the sneaker-obsessed get in-app versions of the shoes they love and crave without actually having to buy them.