Social media sensation Charles Gross is lifting the veil on luxury fashion for Gen Zers, with his successful content centered around insider knowledge from time spent working in high-end retail. Are influential online figures like Gross helping to democratize the fashion landscape?

The global luxury retail market is continuing to go from strength to strength despite the difficulties posed by an impending recession and the cost of living crisis. The sector's growth is being spearheaded by two demographic groups in particular – young people and shoppers across Asia.

Lancôme has unveiled 21-year-old YouTube star Emma Chamberlain as a brand ambassador to increase engagement with Gen Zers. With authenticity and relatability key ingredients when engaging younger audiences, brands are looking to push messages of self-expression and representation.

Gen Zers have entered the luxury market and show a keen interest in the value of high-quality, exclusive brands. But this generation’s demands are beyond the traditional paradigms of luxury. So, how are designer brands evolving to win the attention and loyalty of the new luxury shoppers?