Highsnobiety / Julien Tell

As gatekeepers to the nebulous, youthfully-minded intersection of music, fashion, and style often referred to as “the culture,” we at Highsnobiety, from both a product and an information perspective, believe it is our duty to cut through the noise and present to you the very best this world has to offer.

We are excited to present to you our first-ever whitepaper—a deep dive into the “New Luxury” landscape.

“New Luxury” isn’t just about what you wear, but also what you know. Creativity and commerce have merged with like-minded communities around the globe. “Selling out” is no longer seen as detrimental to authenticity, but what’s changed is more and more outsiders want to “buy in” to this burgeoning movement.

This shift is accompanied by many questions. Who is the New Luxury consumer? How is the consensus behind New Luxury formed? Most importantly: How does this translate into consumer behavior?

To answer that, we surveyed thousands of people aged 16-34 globally and compared that data with a control group of similarly-aged consumers based in the US and UK. That allowed us to compare the general public to our growing audience of early adopters and fashion-conscious individuals, who give an inside perspective into the young luxury consumer’s mindset.

Throughout, additional insight is provided by our extensive network of industry insiders. This shows how we don’t just cover this expansive, multifaceted culture, we remain an active part of it. The perspectives of figures like Virgil Abloh, Takashi Murakami, and Hiroshi Fujiwara reinforce that.

Here are the questions answered in this whitepaper: – What is the “New Luxury” mindset? – How individuality is expressed through luxury purchases – Why early adopters are cashing in on subcultural knowledge – How mass consumers are willing to pay a premium to feel included in the cultural conversation – Which brands are capturing youth consumers by turning aspiration into inspiration? – Why exclusive product isn’t enough anymore – How physical retail and e-commerce are playing off each other’s strengths

Download your copy of “The New Luxury: Buying In is the New Selling Out” below.

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