Preview: Anti-luxurians

Anti-luxurians do not hold the old codes of luxury close to their heart, and switch off when brands identify as heritage or create campaigns about the craft-based, artisanal nature of a product.

Our case studies feature Madrid-based fashion designer Paty Abrahamsson, 30, who values humour and light-heartedness, Novembre magazine editor Jeanne-Salomé Rochat, 30, who represents the move towards purist, high-performance athletic gear among luxury consumers, and Andrew Grüne, 32, founder of e-boutique PRMTV, who is passionate about functional technical gear and dystopian digital worlds. Together, they point to a future where luxury is less about wealth, physical objects and excess, and more about digital and immaterial experiences.