Luxury

An exploration of the luxury market through trends, insights and expert opinions.

News 27.03.2023

Need to Know

Kim Jones’s couture cognac collaboration with Hennessy, Wearables’ vitamin patches and American Gen Z’s opinion on counterfeits.

Hennessy and Kim Jones are merging cognac with couture

Hennessy teamed up with Dior’s artistic director Kim Jones to revamp cognac for Gen Z with a capsule blending cognac, streetwear and couture, France

France – Hennessy has teamed up with Dior’s artistic director Kim Jones to revamp cognac for young spirits enthusiasts with this limited-edition capsule blending cognac-making, streetwear and couture.

Drawing inspiration from emblematic Maison Hennessy codes, Kim Jones designed the XO collection, comprising a pair of cognac-hued trainers, a limited-edition bottle and the opulent Masterpiece decanter at £25,000 (€28,400, $30,560). Every detail is a nod to Hennessy’s heritage – the shoes were ideated as 'a glass of cognac in sneaker form’ and come in a box reminiscent of oak barrels where the eaux-de-vie are aged. The decanter is described as ‘couture for a bottle’, the 3D-printed gold tissue paper evoked the one used to wrap bottles in the 19th century.

While Hennessy has previously collaborated with the likes of Berluti and the NBA, working with Jones bridges fashion, youth culture and spirits, opening up the world of luxury cognac to wider audiences. Similarly, Rolls-Royce recently co-created a car with designer Iris van Herpen. Such cross-sector luxury collaborations tap into what we call Guilded Luxury, taking attention to detail and exclusivity to the next level.

Strategic opportunity

Brand collaborations have become a common currency. To cut through the noise and the growing consumer fatigue, co-created collections should feel intentional, organic and display the added value of shared craftsmanship

Wearables administers vitamins via colourful patches

Wearables, US Wearables, US
Wearables, US Wearables, US

US – Moving away from conventional vitamin pills, wellness brand Wearables has introduces vitamin patches in various colours and forms, from medical crosses to lightning bolts.The tattoo-like patches are made to stand out and empower those who need a vitamin supplement routine. Wearables’ clean formula features a distribution technology delivering a steady 12–hour release of nutrients through the skin.

At present, the brand sells five patches, including Sleep, a formulation of melatonin, GABA/l-theanine and herbs used to reduce anxiety and foster a healthy sleep routine. In a study conducted by the brand, 78% of respondents said that design–forward patches are a fun and exciting way to take supplements.

Y2K-inspired expressive products like teeth gems and Squish's flower patches are gaining popularity thanks to Gen Z’s interest in compelling visual campaigns and a desire to build and belong to communities both online and in real life. In a recent Viewpoint with Stephen Mai, the founder of Woo, we highlighted how wellness can be reframed as feel-good culture for younger generations.

Strategic opportunity

To reach Gen Z consumers, consider your product’s shareability, playfulness and interactivity. How can you appeal to a new community of consumers who recognise each other seamlessly?

Lab-grown sex cells hint at radical reproduction possibilities

Japan – Scientists at Kyushu University have opened up radical new possibilities for reproduction after creating mouse pups from artificial egg and sperm cells.

This advancement in the field of in-vitro gametogenesis has been built on decades of research, including a Nobel Prize-winning stem cell technique. It is the first-time viable eggs have been cultivated from male cells.

The researchers, led by developmental biologist Katsuhiko Hayashi, hope to replicate their efforts with human cells, which they believe could herald an end to infertility and change how humans create families.

Same-sex couples could have genetically related children, and four parents could make equal genetic contributions to one baby.

In Family in 2050, we analysed how similar groundbreaking science like artificial wombs could be a reality. This opens up broad possibilities for imagining new meanings, values and rituals in familial relationships.

EctoLife is a conceptual artificial womb facility created by biotechnologist and film producer Hashem Al-Ghaili, Germany

Strategic opportunity

Think beyond the nuclear model and consider what products or services in your industry could be expanded to cater for evolving categories of families

Stat: US Gen Z believe it’s OK to buy counterfeits

Metabirkins by Mason Rotschild
Metabirkins by Mason Rotschild

US – A survey by JUV Consulting published by The Business of Fashion’s Insights has found that most Gen Z consumers aged 13–25 in the US think it is acceptable for others to buy counterfeits, and more than a third of them are willing to wear fakes themselves.

According to the study, 54% of Gen Z surveyed think it is acceptable for others to buy counterfeits, 30% are neutral on the subject, while only 16% feel strongly that it is not okay. Meanwhile, 37% of the respondents indicated that they would buy counterfeits for themselves, 21% were neutral, and 42% stated firmly that they wouldn’t personally buy fakes.

The counterfeit and pirate goods market is estimated to range from £1.4 trillion ($1.7 trillion, €1.6 trillion) to £3.7 trillion ($4.5 trillion, €4.2 trillion) a year, according to the US Department of Commerce. As revealed in our Generation Z luxury market behaviour report, this group rely on their digital nous to acquire financial acumen and create their own awareness of value – shifting the meaning of aspiration in luxury.

Strategic opportunity

Brands must examine their price points and the value offered to Gen Z consumers if they want to tackle the popularity and public acceptance of counterfeit goods

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