Is luxury dying or evolving? What is the definition of luxury?

Luxury: a word that has always been associated with exclusivity, sophistication, and desire. For a long time, it was defined by high-cost items, rare materials, and a status reserved for a few privileged individuals. But does this concept still make sense today?

With the emergence of a new generation of consumers who value sustainability, quality, and accessibility, and who have very different priorities from those of past decades, what we call luxury is clearly transforming.

Interested? I hope so! In this post, I will tell you why the concept of luxury is changing, what luxury means, and more!

What characterizes Traditional Luxury?

Traditional luxury is marked by exclusivity (such as limited-edition pieces, which contribute to the desire for these items), rare materials (like exotic leathers, precious metals, and others), historical heritage, and high prices. Brands that fit these characteristics include Chanel, Rolex, and Louis Vuitton. In traditional luxury, owning an item goes beyond functionality — these products are seen as symbols of success and prestige, communicating good taste and financial capacity.

Chanel CC Vanity bag

The Rise of New Luxury

Over time, people gained more accessibility to buy expensive items due to the emergence of loans, installments, and other financial tools. Traditional luxury brands noticed this shift and drastically increased the prices of their items without changing the products, attempting to generate more exclusivity and desire. However, this approach didn’t work. With the rise of information and greater awareness of social and environmental issues, consumers realized it wasn’t worth sacrificing just to buy luxury items without real added value.

Moreover, today’s consumers want to know about the process behind production, the supply chain, the materials used, and the reasons why we should buy a product. However, most traditional luxury brands do not offer this information. Emerging brands realized that this new generation of consumers values quality, sustainability, accessibility, and transparency behind the production process, and began to incorporate these values into their products, which has proven to be successful.

What is New Luxury?

New luxury emerged as a response to the needs of today’s consumers, who prioritize not only design and exclusivity but also ethics and sustainability. Brands following this trend are investing in transparency in their production processes and using eco-friendly materials, combining sophistication with purpose.

Coperni Bag

Jacquemus

EORA Eyewear

Brands like Stella McCartney, Coperni, Jacquemus, and EORA exemplify this new approach to luxury. While they still offer high-quality products, often at high prices, they aim to make luxury more accessible by considering the added value of their conscious practices. This movement reflects a shift in consumer priorities, as people now seek more than just status — they want to know their purchases contribute to larger causes such as sustainability and ethics.

The concept of luxury has undergone a true revolution over the years. Traditional luxury, with its focus on exclusivity, expensive materials, and status, is giving way to new luxury, which prioritizes sustainability, ethics, and authenticity. New luxury is not just about owning something expensive, but about supporting brands that align with more conscious and transparent values. Brands like Stella McCartney and Jacquemus, for example, have stood out for offering quality products, with more accessible prices, while respecting the environment. Today's generation seeks more than high-value pieces: they want to understand the process behind their creation, its environmental impact, and the stories these products carry. In this way, new luxury is not only about consuming, but about making choices that represent a more conscious lifestyle and connection to the future.