WWD spotlighted our perspective on how luxury is evolving — and quoting Amrita Banta, Managing Director at Agility Research & Strategy.
As highlighted in the article, luxury is shifting from more experiences to more meaning. At the top end of the market, material saturation is real — what’s scarce today is time, privacy, access and intellectual stimulation.
The new luxury flex isn’t what you own, but what you understand and the worlds you’re allowed into: closed circles, cultural enrichment, proximity to mastery, and experiences that transform rather than simply entertain.
A clear signal for brands: value now lies in essence, context and exclusivity — not scale.
Article link: Product Takes a Back Seat as Top Brands Focus on Mind, Spirit, Emotion
“Luxury’s Focus Is Shifting From Experience to Essence — and Exclusivity” courtesy of Samantha Conti in WWD (January 5, 2026). © 2026 WWD. All rights reserved.
