Luxury is evolving to create complete lifestyle offerings, inviting consumers to immerse themselves in fully curated luxury eco-systems that span art, design and entertainment.
Artistic Influence: Collaborating with artists and cultural institutions is emerging as a powerful tool to boost brand credibility among art- and history-savvy consumers. Consider the Lancôme and Louvre’s Beauty is a Living Art line. The skincare and make-up collection draws on the cosmetics brand’s artistic heritage and the Louvre’s cultural legacy in a way that enhances the relevance of each brand. Elsewhere, Maison Matisse, founded by Henri Matisse’s great-grandson, was invited to re-imagine Guerlain’s infamous Bee Bottle fragrance in 2023. These collections are enabling consumers to satisfy multiple senses and functions at once – increasing their enjoyment and lasting influence.
Entertainment’s Luxury Cachet: The luxury sector’s stake in entertainment is growing. LVMH is showing its cinematic aspirations, and created an audio-visual division, 22 Montaigne, in 2024. The luxury powerhouse is set to launch its brands – including Dior, Louis Vuitton and Moët & Chandon – into the sector through exciting collaborations with film and tv creators, producers and distributors. It’s a move designed to secure new influence, as luxury brands look to become the key directives of what consumers watch, covet and aspire to.
Already, the dramatisation of the luxury house’s stories is gaining traction. Apple TV series The New House depicts the rise of Christian Dior and his contemporaries in Paris.
Haute Homes: Luxury brands are entering people’s homes through exclusive homeware and branded signatures, embedding tastes of exclusivity into consumers’ everyday lives. Ultra-luxury hospitality brand Aman – renowned for creating the world’s most stylish resorts and hotels – recently launched Aman Interiors to allow consumers to own a piece of luxury hospitality. The designer’s signature sculptural style is translated into home furnishings such as dining tables and armchairs.
Continue the conversation: Ask your clients about the cultural verticals that interest them most. Is this different from previous luxury customers? Consider Dior’s relationship with these interests.
Image: Guerlain and Maison Matisse’s Bee Bottle fragrance, France
Image: Leah Williamson in Aimé Leon Dore’s The World’s Borough campaign
The industry’s break-out into the sport and automotive realms represents a thrilling new frontier. Here, collaboration and creativity are creating new inroads for consumers to experience the excellence and innovation that luxury brands embody.
The Future of Ath-luxury: Luxury brands are moving beyond athleisure capsule collections to enter the sporting industry at scale. In 2024, LVMH will sponsor the Paris 2024 Olympic and Paralympic Games to cement its presence in sports and entertainment. So far, the group has confirmed that jewellery house Chaumet will oversee medal design, Moët Hennessy will be a partner for wines and spirits, and Berluti has created more than 1,500 outfits for the French delegation to wear at the various event ceremonies.
Cross-sector Collaboration: Luxury brands are demonstrating how the qualities of excellence and craftsmanship – equally shared by sport and luxury – can extend both industries’ reach. McClaren is showing this by entering the footwear sector, bringing its performance expertise to the world of sneakers. The APL McLaren HySpeed is inspired by McLaren’s supercars and hypercars, and comes equipped with APL’s signature Load ‘N’ Launch technology, which is designed to maximise vertical lift.
Sport’s Fresh Influence: For new luxury audiences, sports – and its stars – are emerging as a key force in a brand’s cultural know-how and influence. The rise in women’s sports is key to this change. In the US, 63% of Gen Z fans and almost three-quarters (74%) of Millennial fans say they are more likely to buy from brands that promote women’s sports, according to Rain the Growth Agency. Notably, the report shows how these fans tend to be affluent and educated, presenting opportunities for luxury brands to make connections. In April 2024, Aimé Leon Dore enlisted women’s football player Leah Williamson for its spring campaign alongside a host of sports stars, demonstrating the shifting face of luxury – and exciting ways to appeal to new audiences.
Continue the conversation: Will your clients be attending or watching this year’s Olympics? Discuss how LVMH’s sponsorship of the competition is affecting the perception of both brands.
