Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

Luxury fashion label Balmain has partnered with Channel 4 on a mini-drama series set in Los Angeles. The partnership comes at a time when luxury brands are setting their sights on connecting with customers on screen-based platforms, creating greater access for brand discovery.

The global tourism industry was brought to its knees as COVID-19 restrictions saw jet-setters cancel flights en masse. As the world emerges from lockdown, it’s hoped that HNWIs will play a key role in reviving the sector – but how has the pandemic changed their vacation preferences?

Tiffany and Co. has long thrived off exclusivity and aspiration, but the brand lost some of its shine after failing to adapt to shifting consumer preferences. However, after acquisition and a seismic rebrand, the jeweller is back and looking to win over the younger generations.

Luxury heavyweights are turning their attention to the skateboarding community in partnerships with popular skaters and skate-themed launches. The move highlights how heritage brands are aligning with areas of youth culture to retain relevance and attract younger audiences.