THE NEW LUXURY MEANING
A MANIFESTO FOR LUXURY BRANDS
We believe that luxury has forever changed.
The new luxury meaning favors the intangibles over the tangibles.
And by intangibles, we mean the values that define us as humans.
It is not only millennials who are demanding a luxury reset.
An entire class of global citizens condemns the impacts of fast luxury on our planet and our communities.
We love luxury.
But we no longer want the word associated with mass-produced products that destroy our environment and undermines our neighbor’s way of life.
We believe that luxury must return to its roots, empowering artisans to lead the future of good living for all.
AS LEADERS OF NEW LUXURY
WE PLEDGE TO VALUE:

SUSTAINABILITY
Luxury must drive the sustainable movement to end poverty, protect the planet, and ensure prosperity for all by leading the ways of ethical business practices in our global economy.

AUTHENTICITY
Luxury must stay true to its individuality, finding inspiration in its story and history, never stealing or borrowing from other people, brands, cultures, and communities.

TRANSPARENCY
Luxury must be accountable for their choices, sharing traceable stories that shape the social and environmental impacts of their supply chain policies and practices on our global community.

CONNECTIVITY
Luxury must redefine the way we experience our world by empowering the relationship between physicality, digitality, and virtuality to create extraordinary moments of time in space that link our inner and outer realities.

TRANSFORMATION
Luxury must go beyond experiential, disrupting our personal status quo, pushing us to delve deep into our value and belief systems to transform the way we exist and consume in this world.

CONVERSATION
Luxury must socially engage their fans in a humanized two-way conversation while at the same time provide educational and interactive content to satisfy the thirst for access into the branded experience.
AND, WE PROMISE TO DELIVER:

HERITAGE STORIES
Luxury must create a legacy of heritage stories, linking their past, their present and their future into a seamless narrative to express the essence of their individuality.

CURATED RARITY
Luxury must be curated, carefully guiding patrons in their consumption choices to achieve better standards of living rather than overwhelming them with limitless options.

TECHNO-ARTISANSHIP
Luxury must promise excellence in craftsmanship, seeking both aesthetic and performance qualities using futuristic technologies to exceed the expected and redefine the ways of the industries.

SLOWNESS
Luxury must remember that time is never of the essence in excellence, embracing both slow-production and slow-consumption to allow for a better overall consumption experience.

EMOTIONS
Luxury must make us feel alive by delivering an effortless yet extraordinary branded journey that personifies desirable feelings of well-being, betterment, and timelessness.

COMMUNITY LOVE
Luxury must give back to society, raising both awareness and funds to support a cause that speaks the same language of identity, demonstrating unity where it counts.
SIGN THE MANIFESTO
If you believe in the values of New Luxury, join us by signing the manifesto, and let us know your personal definition of luxury.