Brands like Jack Wills may have built themselves on exclusivity, but the growing financial might of previously disempowered demographics means that brands are having to expand their offering to be more inclusive. Though luxury is still limited to those with the financial means to afford it, it is also experiencing a breakdown of cultural elitism. In the wake of a shift where brands are expected to cater to all, some brands are rewriting the previous expectations for luxury that were limited to those who were smaller sizes, of older generations and adhered to traditional ideas of gender.