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.

Diverse representation is an expectation, but as individuals no longer allow themselves to be defined in singular terms, there's mounting pressure on brands to understand and sensitively reflect how the intersections between race, gender, class, and ability impact people's everyday lives.

Wyn Beauty is a sports-backed cosmetics brand recently launched by tennis champion Serena Williams. With the cosmetics space increasingly dominated by celebrities, Wyn Beauty aims to go beyond mere aesthetics and create functional products that cater to active, on-the-go lifestyles.

Women’s basketball is experiencing a major boom. According to the WNBA, attendance and viewership are at an all-time high, as the league records its highest ticket sales in 26 years. As sports fandom continues to grow, brands can appeal to consumers by creating and sustaining equitable solutions.

Luxury fashion behemoth LVMH is the ‘premium partner’ of the Paris 2024 Summer Olympics, with Louis Vuitton leather goods, Moët & Chandon champagne, Hennessy cognac, and other luxurious touches embellishing the Games. But what’s new about this intersection of sport and luxury – and what does it mean?