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

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.

How sustainable packaging became a central brand statement for Kōraru — and how SUM brought circularity to life through material and design choices.

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.

Having been initially appointed to handle Social Media and Digital Marketing for the UK team based in Wigmore Street, SUM has now been awarded a similar brief for the brand’s global HQ based in Herford, Germany.

It has now been over a year of global coronavirus-enforced social distancing restrictions, event cancellations, and temporary museum closures, all of which have contributed to a digital-first acceleration. Yet, notably, as fashion weeks have been forced online for the Fall ‘21 season, some leading luxury brands have streamed their virtual runways from within the closed doors of museums, theaters and galleries, allowing cultural institutions to retain their presence in public consciousness.

Not to put too fine a point on it, we have all been in a kind of solitary confinement for the last year.

In many ways this has led to a feeling of sensory deprivation. And as soon as the pandemic is over, we predict a new consumer mindset that craves immersive interactive experiences.

Let’s face it, we’ve had our fix of digital, and how nice it will be to once again have to have a physical meeting with a friend, a client, and indeed a brand.

Across the globe, luxury has been synonymous with status. Whether a person was wearing a Cartier bracelet, a pair of Balenciaga shoes, or holding a Gucci bag, they were announcing to those around them that they were part of a tribe. They were making a statement.

In BoF’s article ‘How Covid Is Catalysing a New Era of Luxury’, some encouraging projections for the return of the luxury consumer were made, specifically within the booming Ecommerce sector.

More recently the BBC has posed the question here , and Vogue Business has been redefining Sustainability for 2021 here.

These are just three of many thought-provoking pieces that look forward to a future of post-Covid consumerism, and one can conclude from them that your brand will need to own many or all of the traits covered in the title of this post.

London based startup Shaku is an emerging brand best known for its highly detailed botanical drawings on scarfs and accessories. The Shaku brand produces luxury accessories, homewares, candles and scarfs, all born from the love of drawing and nature.

There are two opposing schools of thought.

The first: You must be crazy. These days the consumer is not spending on fashion or luxury, and nobody really knows how things will shape-up in the future.

The second: There has rarely been a better time to plan the launch of a new luxury of fashion brand.

In recent years the luxury and fashion sectors have increasingly been placing sustainability, materials regeneration, renewable energy, and slow fashion on their agendas. And in representing different sides of the same square, the various aspects are gradually becoming aligned under the singular vision of a Circular Economy.