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

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.

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.

A potent combination of long-term industry forces and pandemic-induced shocks have forced changes the industry had been anticipating for some time. How will luxury catch up now that years’ worth of transformation happened only in a matter of months?

After an era of streamlined logos and nearly constant drops of Instagrammable merchandise, European fashion houses are reasserting brand signatures from their pasts to signal lasting value in an uncertain market.

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.

Among wealthy shoppers in the US, there’s little appetite for getting all dressed up when there’s nowhere to go.

With most large social gatherings on hold, and even dining inside a restaurant off the menu in many cities until the pandemic is brought under control, luxury brands are having a tough time convincing some of their best customers to start splurging on going-out shoes and black-tie gala gowns again.

The idea of staging runway shows during global COVID-19-related lockdowns might seem impossible, but instead of giving up hope, the fashion industry is envisioning new ways to communicate in a time of crisis.