Cassandra’s latest report is here

Gen Zs are growing up with access to so much information about the way the world works, including a hyper-awareness of the importance of branding and even the importance of personal brands. Gen Zs take control of crafting their own narratives, assigning meaning to things and events with full awareness and intentionality. And this extends to luxury.

In this month's The September Issue — Luxury Edition, available exclusively to members, Cassandra reports on the narratives Gen Z construct around their relationship with luxury. We explore the drivers that prompt Gen Z to make indulgent purchases, their relationship with money, when and how they feel guilt, and the inherent absurdity of it all. And while luxury may not be the main character in every Gen Zs story, it does play an intriguing role. Read on as we offer a sneak peek of the report by spotlighting those helping to inspire their story.


In a landscape where self-expression meets unabashed boldness, Heaven by Marc Jacobs stands as the playground for cool girl stans and trendsetters who celebrate the joys of excess. Operating on a monthly drop schedule with unique collaborations such as with Nicki Minaj and Ice Spice, the streetwear brand offers exuberant and inclusive collections that embrace a spectrum of styles. Fashion luminaries, including Anna Sui, sing its praises, affirming, "Becoming a part of this community means adopting a language of cool that transcends luxury and status. Wearing Heaven empowers you to connect with fellow connoisseurs of cool."

— Melissa, 23, FL (Cassandra Collective)

    — Brian, 20, TN (Cassandra Collective)


    Wondering about his sister's seemingly extravagant sneakers, Ben Gallagher discovered they were second-hand acquisitions. This incident planted the seed for Luxe Collective - an online marketplace delivering the most up-to-date, in-trend pre-loved and authenticated luxury pieces. Since launching, social media has been the linchpin of its growth, with the company amassing nearly 2M followers across TikTok, YouTube, and Instagram, where they showcase their ‘best’ items, provide engaging, quizzing content, review products, and spilling the beans about the world of fashion and what’s going on from designer gossip and faux pas to the latest must-have drops.

    — Janelle, 23, NV (Cassandra Collective)


      Gen Z is aware that luxury can reach a level of absurdity that’s so over the top that it just lends itself to being roasted. And this is where Shabaz Ali - AKA “Shabaz Says’ to his 1.8M TikTok followers, has found his niche. In mocking the extravagance, he gives a reality check back to the poor - or “povvos” (British slang for poor person) - as he unites those with modest incomes, including himself, to distance themselves from the ostentation of wealth. However, what truly catapulted his popularity was domestic luxury's infatuation with... ice cubes.