From VIP front rows to invite-only afterparties, fashion week has long been defined by exclusivity. But in the pandemic, with designers forced to bring presentations online, the event is getting democratised. Balmain has leaned into this shift by live-streaming its show alongside an instant-shopping feature.

People are shopping less but their interest in fashion hasn’t waned. Fashion brands have noticed that young shoppers, restricted to the indoors during the pandemic, are opting to make their own clothes instead of buying new – and brands are responding by giving them the creative tools they need.

Luxury fashion label Khaite is making a name for itself, not just with its timeless designs, but by being part of a new group of brands that are pioneering the pre-order model. This slow fashion method reduces waste and gives small brands more maneuverability in uncertain times.

For luxury fashion brands that have long relied on their prestige and exclusivity to court new customers, change is afoot. As they face up to a pandemic-induced recession and young shoppers who are digitally-savvy and socially conscious, how are they adapting to earn and maintain loyalty?