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.

As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

Jaden Smith has teamed up with Sebastian Manes to create luxurious sustainable luggage from reclaimed sea plastics. As HNWIs begin to prioritize sustainable travel experiences, adding an eco-baggage option provides them with another way to enjoy holistically sustainable trips.

Emirates has launched a limited-edition fashion collection made of upcycled aircraft interiors. The airline spotlights how brands can execute upcycling and circularity to make sustainability accessible and attainable, helping consumers shop with their values front of mind.

Away is a direct-to-consumer aspirational luggage brand targeted at Gen Y. Through celebrity partnerships, a distinctive aesthetic tapping the romantic nature of travel, Away is catering to people who like to wear their values and display their status.