ICYMI* Curated
(by foresight analyst Simar Deol)
#WeSawItComing: Luxury States: Tastemaker Brands
From Bottega Veneta, Bugatti and Gucci to Loro Piana, Moncler and Saint Laurent, luxury brands have taken over Milan Design Week 2024, not only as trendsetters but also as patrons of the arts and design.
Miu Miu is embracing this culture-first approach by launching a Literary Club called Writing Life, and honouring Italian authors Sibilla Aleramo and Alba de Céspedes with talks, readings and music performances at Circolo Filologico Milanese – a venue known for historical literary gatherings.
In our Luxury States: New Codes of Luxury 2024–2025 macrotrend, we analyse how brands must think of themselves as multifaceted personas and engines of culture and taste.
‘Interiors are the new handbags,’ said Bryony Sheridan, buying director of luxury homewares retailer Abask. ‘What’s interesting is the level of discernment – from product to aesthetics and origin story.’ Soon, luxury brands will form entire ecosystems encompassing culture, lifestyle, hospitality and more.
Explore the full report now.
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