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?

The beauty standards of decades past are slowly crumbling as cosmetics brands strive to be more inclusive in their product ranges and marketing materials. While some are shattering ideals related to skin tone and age, Gucci has sought to spotlight dental diversity in an ad campaign for lipsticks.

How are people thrifting to find looks that last? Why are fashion's historic elitism and exclusivity losing their allure? How has the pandemic turned getting dressed into a form of self-care? And in what ways are people expecting brands to act for social good?

Gucci has announced a collab with Kai, member of the Korean boy band EXO, in its latest brand-artist capsule collection. As people look to fashion brands to be more inclusive, accessible, and fun, Kai’s collection is playing on this shift with light-hearted designs adorned with a teddy bear.