As our understanding of interconnectivity increases (and with pandemics serving as a sobering reminder of its fragility), luxury brands are changing their ethos to embrace sustainability, eco-friendliness and social responsibility instead of adhering to traditional definitions of luxury such as prestige, exclusivity and displays of wealth.
Hydra, a luxury wellness brand which has experienced rapid growth since the coronavirus pandemic began, owes its success to their commitment to helping their clients transcend their bodies and achieve "an expanded state of consciousness." To do this, they provide consumers with space to meditate or perform rituals through immersive experiences such as rooms lined with pink Himalayan salt that is said to purify air.
The modern understanding of luxury has also been altered by an increase in awareness of its social and environmental impacts, demand from high-profile consumers such as Kate Middleton and Anna Wintour who require certain levels of authenticity from products, and new technology which allows e-commerce shoppers to experience virtual versions of high-end luxury (Carpenter 2024).
Carpenter notes that, to truly distinguish an exceptional product, it must be "remarkable, coveted, and sought after". While having a rich heritage can certainly be helpful for luxury brands to gain attention, Carpenter notes it may take notable people using or wearing them in order for them to stand out - think Manolo Blahnik becoming well-known until celebrities wore his shoes and gave them their stamp of luxury approval.
