The New Markers of Status Report

Luxury isn’t fading—it’s being redefined. Today’s consumers, led by Millennials, Gen Z, and Gen Alpha, are reshaping what prestige means. This report explores how craftsmanship, community, and cultural relevance are now the true markers of status—and how brands can evolve to meet this moment.

Key highlights include:

• Craftsmanship still reigns, but with new meaning. Across generations, quality remains foundational—but it’s now tied to authenticity, innovation, and individuality, not heritage alone.
• Quiet vs. visible luxury divides generations. Millennials favor understated “quiet luxury,” while Gen Alpha embraces expressive, visible styles that signal confidence and creativity.
• Personalization is the new exclusivity. Limited editions and made-for-me designs have replaced traditional luxury symbols, showing that rarity now lies in what feels personally resonant.
• Emotion drives every luxury choice. For younger consumers, luxury is an expression of identity—how they see themselves and want to be seen—rather than a display of wealth.
• Digital ownership is redefining access. From virtual drops to immersive brand experiences, the digital realm is now a core part of luxury’s evolution.

Why It Matters

Luxury in 2025 is less about what you own and more about what it means. The brands that will lead this next era will blend craftsmanship with community, exclusivity with inclusivity, and timeless quality with digital innovation—creating products and experiences that feel as personal as they are prestigious.