Luxury Is Culture Now. Here’s How
Vetements has teased a rebrand as a platform for young talent. Gucci spotlighted 15 emerging brands including Collina Strada and Bianca Saunders at November’s GucciFest film festival. Saint Laurent recently teamed up with Bang & Olufsen, Baccarat, and JL Coquet on a lifestyle product series. Luxury brands no longer sell just their brand. In a new era of consumer expectation for shared values, brands are curating platforms to function as tastemakers to extend their own brand halo into the wider cultural world. Creative collaborations are springing up around the industry – Alexander McQueen’s sub-label McQ and the relaunched John Paul Gaultier where drops with external creatives rather than one creative director dictate the season’s look; and Gucci and Balenciaga recently linked up for their collections the past two seasons, featuring signature designs in each other’s shows. Read more at Vogue Business.
