LUXURY BRANDS DESIGNING FOR GEN Z
New-era brand experiences
In Cassandra’s most recent report, The September Issue - Luxury Edition, by 2035, we shared that Gen Z will make up 40% of the luxury market. But, even now, they’re having an impact. With 65% agreeing that luxury is about limited-edition products/experiences, luxury fashion houses are taking note. So today, we look at some luxury brands that are taking Gen Z, and their expectations, seriously and are making a prestigious play for them.
KARL LAGERFELD JEANS
In an effort to connect to a new generation, last year, Karl Lagerfeld announced the launch of the KARL LAGERFELD JEANS brand and its debut collection for the Spring 2023 season. Bold and youthful with a street style appeal, the brand’s signature aesthetic boasts loose fits, bold colors, and a fluid approach to gender definition, with styles made from more sustainable fabrics and manufacturing techniques. While prices are lower than its main-line denim, “Karl Lagerfeld Jeans is not a diffusion line, but its own brand with a new logo, brand codes, and identity.”
— Alys, 22, MD (Cassandra Collective)
PRADA FINE JEWELRY
Prada’s first foray into fine jewelry is a collection made from 100% recycled gold, launched with a campaign featuring Gen Z poet and activist Amanda Gorman, actress Maya Hawke, and K-pop star Somi Jeon- signaling that the new figureheads of luxury are those that represent diversity, inclusivity, community, and equality. The collection marks a new step in the sustainable fine jewelry space. Each piece is traceable and verifiable thanks to the Aura Consortium Blockchain, which also allows customers to verify the authenticity of the designs.
— Samuel, 22, OH (Cassandra Collective)
VERSACE AND DUA LIPA
Jumping on both the nostalgia and Barbiecore bandwagon, fashion friends Dua Lipa and Donatella Versace launched their see-now, buy-now “La Vacanza” collection to a younger generation. The collection revisits decades-old styles and silhouettes from the renowned house. Integral to the line was Versace's iconic butterfly and ladybugs print, initially featured in the Versace Spring-Summer 1995 collection, spied on model Iris Law and, most recently, Selena Gomez.