Need to Know
27 : 03 : 23

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.

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.

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.