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Olivier Rousteing re-imagines whisky with Johnnie Walker

Johnnie Walker Vault x Olivier Rousteing, Global

Global – Johnnie Walker has unveiled its first collaboration under its new luxury platform Johnnie Walker Vault, partnering with French couture designer Olivier Rousteing for Couture Expression, a limited-edition whisky collection blending fashion and flavour.

Developed in partnership with master blender Dr Emma Walker, Couture Expression spans four blends – Spring, Summer, Fall and Winter – inspired by Rousteing’s emotional connection to the seasons. Each blend features rare whiskies from the Johnnie Walker Vault, and the range also includes Brora and Port Ellen, described as ‘ghost’ whiskies as they were produced by distilleries that have closed down but still have ageing stocks available.

‘This has been an emotional journey,’ Rousteing says of the 12-month co-creation process. ‘Like a couture collection, each season expresses a different energy.’

Presented in crystal decanters by Baccarat, wrapped in metallic hues and crowned with sculptural wing stoppers, the collection merges whisky craftsmanship with Rousteing’s couture artistry. Only 25 bottles of each season will be available globally, priced at £16,000 ($21,278, €18,884).

The collaboration signals a bold new era of creativity in luxury spirits, redefining what a Scotch whisky can look, taste and feel like. Explore our Five Brands Rejuvenating Whisky report to discover how bold whisky-makers are redefining tradition with fresh branding and marketing, capturing younger audiences while preserving timeless craft.

Strategic opportunity

Tap into affluent consumers’ demand for rarity, exclusivity and compelling brand narratives by launching ultra-premium, limited-edition products

The global happiness curve is flattening for Gen Z

Global – The long-established U-shaped happiness curve – high in youth, dipping in midlife, and rising again in old age – appears to be flattening.

According to the first wave of the Global Flourishing Study, a collaboration between Harvard, Baylor University and Gallup surveying more than 200,000 people in 22 countries, young adults are experiencing lower levels of life satisfaction earlier than previous generations.

Using Harvard’s Flourishing Measure, which assesses happiness, health, meaning, character and relationships, researchers found that wellbeing now remains flat until around age 50.

The gap is most pronounced in the US, where mental health concerns among Gen Z are surging, but also true across several other countries, including the UK and Australia. On average, adults aged 18 to 29 reported being unhappy and grappling with poor mental and physical health, self-esteem, finding meaning in life, quality of relationships and financial insecurities (source: MSN)

The findings reflect insights shared in our Gen Z Now and Next report, which detailed how, despite having better language, tools and understanding of their mental health, many young people feel anxious, depressed and disillusioned about their future.

Photography by CottonBro, Russia

Strategic opportunity

Design activations and campaigns that nurture Gen Z’s emotional resilience, peer connection and personal agency – positioning your brand as a facilitator of happiness in a culture where youth wellbeing is rapidly declining

Stat: The human touch is still crucial for luxury shoppers

The Future Laboratory, UK

UK – Despite the growing presence of AI in customer service, new research from Ventrica suggests the human touch remains a key driver of positive customer experiences and brand loyalty.

The study found that customers would be willing to spend up to £100 more on a brand following a positive interaction. Three-quarters (76%) of positive experiences were delivered solely by a human, whereas only 4% were delivered by AI, rising to just 18% when combined with human interaction, highlighting the limits of automation when it comes to emotional engagement and trust.

‘Consumers value authentic, emotional connections that create positive experiences, especially when resolving issues,’ said Iain Banks, CEO of Ventrica. ‘The human touch is essential.’

Luxury shoppers stood out in the study: 87% said they would make repeat purchases after a strong service experience, with 39% making multiple purchases, nearly double the rate in other sectors (source: Fashion Network).

‘When customers receive fast, empathetic and emotionally engaging support, they develop a stronger connection to the brand, leading to increased loyalty and higher spending,’ Banks added.

Our New Codes of Luxury report defines consumers’ emotional and psychological journeys through the luxury sector.

Strategic opportunity

Retailers should consider a ‘best of both worlds’ approach. Use AI for speed and efficiency in basic tasks, but ensure seamless handover to skilled humans for complex or emotionally charged interactions