INSIGHTS

How new luxury brands can earn credibility through authenticity and craft — without waiting 100 years for heritage to happen.

Discover how Gen Z is redefining luxury fashion. SUM Design explores new expectations, shifting aesthetics, and branding approaches tailored to this evolving luxury consumer.

Can a luxury brand be both exclusive and inclusive? We explore how high-end positioning can coexist with a modern, diverse brand strategy.

How a renewed appreciation for global craft is reshaping luxury — from heritage ateliers to emerging artisan communities worldwide.

Simon Woolford comments on Baccarat’s $25k Pokémon collaboration — and what it signals about the fusion of pop culture and luxury branding.

How brands can preserve emotional connection in digital spaces — and create luxury content that truly feels human.

How luxury brands can evolve fast without losing strategic depth — and why core brand clarity matters more than ever.

Why lasting relevance — not green credentials — should guide luxury brand naming for long-term impact and differentiation.

How fashion brands used cultural institutions to stay visible during lockdown - blending physical spectacle with digital reach and storytelling.

Why post-pandemic consumers are craving physical, sensory brand experiences - and how luxury is evolving to meet that need.

Across the globe, luxury has been synonymous with status. But in today’s market, restraint speaks louder than excess—and branding must reflect that shift.