Published 01 November 2023

10 min read

Smart luxury fashion players are overruling traditional dictates in favour of open-source approaches that incorporate sports, entertainment and the arts into strategies. Generating exciting new revenue streams, these cultural pivots provide plenty of great transferable insights for mass-market clothing brands and other consumer product industries.

Sports Luxe’s New Meaning

That’s Entertainment

Literary Luxury

Celebrities & Guests

Pop Culture Novelties & Kitsch Capers

Fashioning Aspirational Lifestyles

The sports and high-fashion worlds are colliding in the most enticing ways, driving new fashionable fanbases to stadiums as well as inspiring committed supporters to shop for luxury merchandise. Partnerships with the actual stars of track, field and court, from tennis to basketball, are ramping up excitement to fever pitch.

The sports and high-fashion worlds are colliding in the most enticing ways, driving new fashionable fanbases to stadiums as well as inspiring committed supporters to shop for luxury merchandise. Partnerships with the actual stars of track, field and court, from tennis to basketball, are ramping up excitement to fever pitch.

Summary

Sports Luxe’s New Meaning

The sports and high-fashion worlds are colliding in the most enticing ways, driving new fashionable fanbases to stadiums as well as inspiring committed supporters to shop for luxury merchandise. Partnerships with the actual stars of track, field and court, from tennis to basketball, are ramping up excitement to fever pitch.

That’s Entertainment

Gone are the days when hot-topic fashion events were restricted to the catwalks. Now, we’re seeing activations influenced by film, TV and theatre for a more rounded entertainment experience. The showbiz world is also inspiring moments of commercial gold via high-end merch collabs and red-carpet-led “method dressing”.

Literary Luxury

In a relatively high-brow cultural pivot, luxury brands and designers are turning to the world of books and literature for intellectual as well as commercial nourishment. From key #BookTok (190 billion views) influencers in the front row and authors walking the catwalks to literary-inspired designs, the pursuit of knowledge via the written word is firmly in fashion.

Celebrities & Guests

Although not a new concept, celebrities stepping into key creative roles and guest designer collaborations are experiencing something of a boom, inspiring engagement and sales boosts. Choosing globally relevant pop-culture influencers is key to success – while the most unexpected partnerships with competitors also generate intrigue to bolster the bottom line.

Pop Culture Novelties & Kitsch Capers

Luxury fashion labels increasingly use pop-culture-led playfulness to keep jaded consumers engaged – as seen in a recent raft of dynamic, product-led campaigns and “wearable content” activations worthy of a double take and discussion. Likewise, the craziest collabs – think fast-food brands with high-end labels – are stimulating fashion-hungry appetites.

Fashioning Aspirational Lifestyles

Another strand in luxury fashion’s cultural pivot is increasing diversification into home and lifestyle products. From tabletop and soft furnishings to automotive, this reflects shifting consumer spending on high-end goods (from apparel into other categories) and represents a massive opportunity for businesses for effective diversification or cross-industry collaboration.

Luxury Fashion's Cultural Pivot

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Topics

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Offering access to over 350 consumer and cross-industry reports annually, Stylus Membership is your window to tomorrow’s most exciting opportunities.

We already arm more than 500 of the world’s most forward-thinking brands and agencies with the creative insights they need to make transformative business decisions.

We’d love to do the same for you.

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The Accessible Luxury Opportunity

The Accessible Luxury Opportunity

The Accessible Luxury Opportunity

The Accessible Luxury Opportunity

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