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Luxury brand logos once ruled the streets and captivated younger generations but today's Gen Z are moving away from logo-driven fashion.
Instead, they crave newness and self-expression through unique styles,
marking a shift away from ostentatious consumption.
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So, why are luxury brands no longer be chosen by them?
001
The Resignation of Renowned Creatives
The recent resignation of iconic Creative Directors such as
Virginie Viard at Chanel
Matthew Williams at Givenchy
& Peter Hawking at Tom Ford
has diminished the anticipation for fantasy-driven collections
002
Growing Under-Consumption Patterns
Younger consumers are embracing minimalistic fashion and reducing their purchases,
prioritising sustainable consumption over trends with a shift back to practical and timeless styles.
003
Preference for the Unique
Expression is now key & we're favouring individualty over luxury items.
With the ease of creating personalised fashion items online, growth of uprising and unique designers, and the increase in demand for exclusive thrift finds,
standardised brand products are losing their appeal.
004
The Birth of New Luxury Brands
As the boundaries between luxury brands and street fashion blur, designers with personality and/or collaborative products are gaining more and more attention.
For consumers, these creative and refreshing products are often more appealing than traditional luxury brands (much like the collection from Danayad, might we add)
Certain luxury retailers have announced service closures due to declining demand for luxury goods post-COVID
Which leads to our conclusion of which today, true luxury is thought to be original, valuable and meaningful.
Perhaps it's time for us to look back at what we value.
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What is "prestige"?
What does true luxury mean to you?
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Drop down your thoughts and let's keep this in our Archives x