Men’s Fashion Media Plots Its Next Era

New York

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Driven by digital fatigue, brands across the pricing spectrum are transforming consumers’ collective memories of simpler times into marketing material. But with so many campaigns leaning into a similar aesthetic, it’s become a race to stand out

The era of buying luxury purely for status and visibility is giving way to something more personal, centred on identity, connection and self-expression. While emotion sits at the heart of brand desire across both the US and China, its expression diverges sharply between markets, according to BoF Insights and McKinsey’s report ‘Face to Face With Luxury Clients.’

Couture debuts from Pierpaolo Piccioli for Balenciaga and Duran Lantink at Jean Paul Gaultier along with sophomore outings by Jonathan Anderson at Dior and Matthieu Blazy at Chanel will show how Europe’s top fashion houses are angling to refresh their image and entice top clients. Also, high jewellery houses pull out their best and biggest designs

The retailer’s plans are in an early stage, according to a Sky News report