Highshnobiety – New Luxury New Rules, 2024

In 2018, Highsnobiety introduced the concept of "New Luxury," a mindset characterized by valuing knowledge, participation, and storytelling over material possessions and consumption. This mindset has since become prominent in the fashion and lifestyle industries. Highsnobiety's research on New Luxury has helped guide brands in aligning with cultural trends. The rise of this mindset has coincided with rapid changes in the industry and consumer behavior, including frequent changes in creative leadership, the growth of innovative new brands, and an increase in social-driven direct-to-consumer brands. The COVID-19 pandemic also had a significant impact on luxury spending and consumer expectations. As the world continues to evolve, it is time to update the rules of New Luxury. Highsnobiety's research has also identified a key audience within this landscape called the Cultural Pioneer.