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.

People are craving comfort. Amid what can feel like a state of constant crisis – a layering of traumatic societal events – it can sometimes seem like we’ve lost a sense of scale and cohesion. In the face of this, the desire to retreat into nostalgia is more seductive than ever.

Sales of handbags declining and interest in functional and casual styles, like fanny packs and tote bags are rising. People are turning away from luxury bags, instead opting for the practicality, comfort and affordability that workwear and more utilitarian styles provide.

Toeing the line between hype-fatigue and drop culture, art collective and creative agency MSCHF is tapping Gen Zers with whimsical offerings – and appealing to their fauxstalgia via SMS-based notifications. With limited stock and quirky comms, the brand is winning fans who value authenticity.

Baggu’s reusable bags have been on the market since 2007, but they’ve recently seen an explosion in popularity thanks to their TikTok presence and instant recognizability. As organic word-of-mouth marketing cements its success, what can other brands learn from their far-reaching cult-like appeal?

Chanel has been able to maintain its place as a beloved and revered luxury brand by emphasising craftsmanship, exclusivity, and quality, while also prioritising its loyal customers. How can luxury brands sustain heritage appeal and an image of exclusivity while also courting new customers?