Form & Taste
Section

Brands

Profiles and features on the brands shaping style and taste.

A minimalist luxury showroom featuring a single, exquisitely crafted handbag under soft, elegant lighting, symbolizing brand exclusivity.

How to Establish and Maintain Luxury Brand Aesthetic for 2026

Despite two-thirds of consumers preferring experiences over physical goods, luxury sales grew by 3% in 2025, reaching USD1.

Luca Bianchi· Jun 19· 4 min
Close-up of an artisan's hands skillfully hand-stitching a luxury leather handbag, showcasing heritage craftsmanship in a modern atelier.

What is Building Luxury Brand Identity Through Heritage Craftsmanship?

At Louis Vuitton and Gucci stores, customers can watch artisans hand-stitch leather goods, a direct display of the craftsmanship that underpins their multi-billion-euro empires.

Luca Bianchi· Jun 18· 4 min
A luxury fashion item with a glowing digital product passport interface hovering above, showcasing its transparent supply chain.

What is the EU's Digital Product Passport and why does it matter for luxury brands in 2026?

By 2026, every fashion item sold in the EU will require a Digital Product Passport (DPP), a blockchain-backed record detailing its entire journey from raw material to retail shelf.

Luca Bianchi· Jun 17· 4 min
A sleek Range Rover Sport parked in a modern, aspirational setting, symbolizing the power of digital storytelling in luxury brand perception.

What is digital storytelling's impact on luxury brand perception?

A single digital storytelling campaign for Range Rover Sport resulted in an 81% uplift in purchase intent among viewers, demonstrating the profound impact of narrative on luxury consumer behavior.

Oliver Dane· Jun 7· 3 min
Gen Z consumers interacting with dynamic, holographic luxury brand elements, representing a new era of engaging storytelling.

How to Craft Effective Luxury Brand Storytelling Strategies

Despite multi-million dollar marketing budgets, many luxury brands struggle to connect with Gen Z, who demand content that is 'unusual, exciting, or surprising' rather than just aspirational.

Luca Bianchi· Jun 7· 4 min
A serene, futuristic atelier showcasing a master artisan creating a luxury item, symbolizing the blend of tradition and innovation in brand building.

How to Build a Lasting Luxury Brand Identity for the Future

Global personal luxury goods sales experienced the sharpest slowdown in 15 years between 2023 and 2024, according to Lectra .

Luca Bianchi· Jun 6· 4 min
A high-fashion runway show where AI-generated digital art seamlessly merges with the models and the collection, symbolizing luxury storytelling.

Luxury Storytelling: Strategies for Deep Engagement

Etro launched a pioneering, fully AI-generated advertising campaign for its SS24 collection, collaborating with AI artist Silvia Badalotti.

Luca Bianchi· May 10· 3 min
Elegant figure browsing timeless luxury products in a sophisticated, minimalist boutique, representing brand exclusivity and relevance.

What Are Heritage Luxury Brand Strategies for Relevance and Exclusivity in 2026?

Despite traditional fears of brand dilution, luxury companies embracing e-commerce and social media have simultaneously increased their revenues and reinforced their exclusive market position.

Oliver Dane· Apr 26· 4 min
A split scene in a South Korean market showing a luxurious display of high-end goods contrasted with a stall of affordable necessities, illustrating economic polarization.

Economic Polarization's Boost for Luxury Brands

In Korea, while many consumers tighten their belts, demand for high-end luxury items is surging.

Luca Bianchi· Apr 24· 2 min
Models showcase avant-garde fashion blending streetwear and haute couture on a runway, symbolizing unexpected luxury brand collaborations.

What are unexpected brand collaborations and how do they redefine luxury?

In 2004, H&M, a fast-fashion giant, launched its first designer collaboration with Karl Lagerfeld, signaling a seismic shift in how luxury brands would approach market expansion.

Luca Bianchi· Apr 22· 4 min
A minimalist luxury handbag displayed in a sophisticated, dimly lit room, symbolizing the 'stealth wealth' trend in luxury consumerism.

How Brand Identity Drives Luxury Consumer Loyalty in 2026

Discussions around ‘stealth wealth’ on Reddit increased by 94% over the past year, revealing a quiet revolution in how luxury is perceived, according to The Drum .

Luca Bianchi· Apr 21· 4 min
Luxurious outdoor furniture set on a beautifully designed patio with lush greenery and soft sunlight.

Top 2 Emerging Luxury Outdoor Furniture Brands Redefining Patio Aesthetics

The days of choosing between flimsy patio sets and five-figure designer pieces are over.

Luca Bianchi· Apr 13· 2 min
AI-generated models on a luxury fashion runway, symbolizing the shift in high-end brands towards artificial intelligence in their campaigns.

AI Personalization Risks Luxury Exclusivity by 2026

At Gucci, campaign images were generated using AI, a fact later disclosed.

Luca Bianchi· Jul 14· 2 min
A minimalist luxury boutique showcasing artisanal silk scarves and ceramics, emphasizing natural materials and craftsmanship over prominent branding.

Chinese Luxury Brands Embrace Inconspicuous Branding

While many luxury brands flaunt bold logos, Chinese managers quietly cultivate prestige.

Luca Bianchi· Jun 21· 2 min