Form & Taste

Gen Z Marketing

2 articles

A luxury handbag resting on a stack of classic books in a sophisticated, dimly lit setting, symbolizing the fusion of high fashion and intellectual pursuits.
Brands

Luxury Brands Tap Intellectuals, Shaping Future Marketing

In 2024, Valentino backed the international Booker Prize Ceremony, a significant move for a luxury brand typically associated with haute couture.

Luca Bianchi·August 18, 2026
Gen Z consumers interacting with dynamic, holographic luxury brand elements, representing a new era of engaging storytelling.
Brands

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·June 7, 2026