What is Luxury

In times where economic anxiety is shaping consumer behavior and social media platforms serve as cultural courts, brands must take a more active, transparent, and culturally responsive approach to defending their value. It’s no longer enough to rely on heritage, legacy, or high price tags alone. Consumers—especially Gen Z and younger millennials—ar... See more

The bigger issue is this: in today’s brand ecosystem, the word “luxury” has become virtually meaningless. It’s been flattened, diluted, and reduced to a vibe. So what actually qualifies as luxury anymore?

I texted my friend Amanda Mull, a journalist at Bloomberg Businessweek , and she said something that immediately hit:

“This is Bernard Arnault’s fa

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In times where economic anxiety is shaping consumer behavior and social media platforms serve as cultural courts, brands must take a more active, transparent, and culturally responsive approach to defending their value. It’s no longer enough to rely on heritage, legacy, or high price tags alone. Consumers—especially Gen Z and younger millennials—ar... See more