An exploration of the luxury market through trends, insights and expert opinions
Luxury campaigns took a dramatic twist in 2018, with cinematic experiences dominating brand communications. In the spring, Tiffany & Co.’s, musical-inspired short featuring actress Elle Fanning and rapper A$AP Ferg positioned the brand towards Millennial audiences, while in the autumn, Lexus brought together man and machine with Driven by Intuition, the first luxury campaign written by AI and directed by Oscar-winning director Kevin Macdonald.
The dynamic among society’s wealthiest started to shift in 2018. Public backlash against overt displays of prosperity and privileged lifestyles drove a major re-assessment of what is considered appropriate today when it comes to luxury spending and investments, inspiring our 2018 luxury macrotrend Uneasy Affluence.