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Autumn in the spirit of creativity.
Power moves in property.
JAQUE’s powerful personalized design.
The global luxury authority.
Inside the luxury industry’s identity crisis.
The power of leading with relational intelligence.
Advising luxury through brand wisdom.
CHRIS ROEBUCK
Leading in luxury: inspire, engage, perform, excel.
Luxury leader mini insights report.
DANIEL LANGER
PHILIPPE MIHAILOVICH
ALEXANDRE FERRAGU
A TRIBUTE TO LEADERS TRANSFORMING LUXURY BEYOND PRICE, INTO MEANING.
DEAR READERS,
At the heart of luxury are not just brands, but the people who build them, lead them, and challenge the status quo. Luxury People Magazine was created to spotlight those visionaries, and with this second issue, we go even deeper into their worlds.
We’re proud to feature Nicky Hilton as she reveals her newest venture, Theo Grace, a personalized jewelry line that celebrates the intimate side of luxury. We also explore the changing values behind fashion, real estate, and branding with pioneering voices like Sanyukta Shrestha and Alvaro Nuñez Alfaro. Alexandre Ferragu offers sharp insight into the industry’s identity crisis, while Philipp Plein and Neen James bring bold ideas into hospitality and leadership.
We’re especially pleased to include a powerful interview with renowned luxury strategist Daniel Langer, and a behind-the-scenes recap of the Financial Times Business of Luxury Summit, where AI, sustainability, talent, and cultural relevance took center stage.
This issue also captures a milestone moment for our global community: the official launch of World Luxury Day. More than a celebration, it’s a call to unite luxury leaders and changemakers around shared values of excellence, creativity, and cultural relevance.
To everyone shaping the future of luxury, not by price, but by purpose, this magazine is for you.
THEO GRACE NICKY HILTON LAUNCHES NEW PERSONALIZED JEWELRY BRAND
ABOVE: THEO GRACE, CO-FOUNDED BY NICKY HILTON
Entrepreneur, fashion designer, and devoted mother, Nicky Hilton, proudly introduces Theo Grace, the personalized jewelry brand she co-founded to honor life’s most meaningful moments, from family to joy and everything in between.
Inspired by Nicky’s daughters, Theodora and Lily-Grace, the name Theo Grace captures the spirit of connection, with the belief that jewelry is more than an accessory, it is a wearable symbol of love, friendship, and life. Celebrating every day as a special occasion, Theo Grace offers personalized pieces that tell a story for all ages, meant to be worn, admired, and loved.
With Theo Grace, Nicky Hilton is on a mission to build a much-loved jewelry brand that reimagines personalized jewelry in beautiful, meaningful, and exciting ways—centered around the joy that comes from connection and love. Whether it's a necklace engraved with a meaningful date, a charm carrying a loved one’s photo, or a bracelet etched with a name, each creation is a wearable expression of emotion that speaks volumes without saying a word.
I HAD LONG DREAMED OF CREATING A JEWELRY BRAND ROOTED IN PERSONALIZATION AND THE EMOTIONAL POWER OF CONNECTION AND LOVE.
- NICKY HILTON CO-FOUNDER OF THEO GRACE
GIFTING IS PART OF WHO I AM—I'M ALWAYS LOOKING FOR MEANINGFUL, CREATIVE WAYS TO SHOW LOVE AND GRATITUDE TO THE PEOPLE IN MY LIFE, WHETHER IT'S FOR BIG MILESTONES OR EVERYDAY MOMENTS: MY KIDS, MY FAMILY, MY FRIENDS.
For this exciting venture, Nicky Hilton has cofounded Theo Grace with a group of seasoned entrepreneurs with deep industry knowledge and over 20 years of proven expertise in launching successful personalized jewelry brands. Each piece is crafted to reflect the values she holds dear – love, joy, family, and individuality. Say it with meaning. Wear it with meaning. Theo Grace with meaning.
- NICKY HILTON CO-FOUNDER OF THEO GRACE
Nicky will work together with Theo Grace to add her creative vision and signature style into the exclusive capsule collections, designed to enhance the brand’s year-round offerings.
Theo Grace designs are available in both gold and silver and can be uniquely personalized with names, dates, and, when possible, photos, making each piece the perfect treat for yourself or as gifts for loved ones. Theo Grace isn’t just a jewelry line—it’s a movement to bring heart back into the art of gifting. Perfect for milestones, birthdays, holidays, or “just because,” it’s time to make every moment feel like a special occasion. Explore the Theo Grace range at www.theograce.com
with SANYUKTA SHRESTHA
INSIDE THE MIND OF AN ETHICAL FASHION PIONEER
CREATIVITY THRIVES WITHIN A FRAMEWORK ALIGNED WITH MEANINGFUL ETHICAL VALUES.
In this exclusive interview, celebrated designer and ethical fashion pioneer Sanyukta Shrestha shares her journey of uniting timeless design with sustainability, highlighting Nepalese craftsmanship, exploring the balance between creativity and ethics, and reimagining the future of conscious, ethical haute couture.
ALEXANDER CHETCHIKOV: Sanyukta, your collections beautifully combine luxury with conscience. How do you balance creative freedom as a designer with the ethical imperatives of slow fashion?
SANYUKTA SHRESTHA: Thank you for your kind words about the collections! Balancing creative freedom with the ethical imperatives of slow fashion is definitely a delicate dance, but one that I find incredibly fulfilling.
As a designer, I believe that creativity should not be suppressed, and it’s essential to maintain an innovative spirit.
But when it comes to the ethics of slow fashion, the foundation is really about long-term vision and sustainability—both environmentally and socially. So, it’s about creating pieces that are timeless, rather than trendy, and focusing on quality and craftsmanship over quantity.
When I’m designing, I consider the entire lifecycle of a garment, from the root of sourcing materials to the working conditions of the artisans. I may limit my design options based on the availability of sustainable fabrics or prioritize transparency in the supply chain. But within those parameters, there’s a lot of space for artistic exploration.
The beauty of slow fashion is that it allows creativity to thrive within a framework that’s aligned with values. So, instead of feeling restricted, I see it as an opportunity to innovate in ways that really resonate with people, not just aesthetically but ethically as well.
AC: As the founder of a UK-based brand deeply rooted in Nepalese craftsmanship, how do you maintain a strong connection with your heritage while designing for a global clientele?
SS: I believe it has been a journey with a delicate balance of authenticity and innovation. To maintain a strong connection with my heritage while designing for a global clientele I prioritize working directly with skilled artisans in Nepal, ensuring that century-old traditional techniques like hand-weaving, hand spinning, and hand embroidery remain at the heart of every product.
By fostering long-term relationships with these artisans, I preserve their craftsmanship and provide fair wages, supporting the local economy and culture. When designing for a global market, I focus on blending traditional Nepalese aesthetics with contemporary, versatile styles that resonate internationally.
I also educate my customers about the heritage behind the products through storytelling, highlighting the significance of the craftsmanship and the artisans’ stories, fostering a sense of cultural appreciation.
Ultimately, my approach is to stay true to the heart of Nepalese craftsmanship while adapting it to the tastes and needs of a diverse, global audience—ensuring both authenticity and relevance.
AC: From Victoria’s Secret models to classical sopranos, your evening wear has adorned a diverse range of celebrities; what draws them to your sustainable aesthetic, and how do these collaborations shape your creative direction?
SS: For me, the focus is always on creating pieces that are both timeless and impactful, not just in terms of beauty, but also in their environmental and ethical considerations. Celebrities are often looking for something that stands out, that makes a statement—not just on the red carpet but on a deeper, more personal level. They’re drawn to my designs I believe because sustainability isn’t just a trend; it’s a philosophy that aligns with the values they increasingly want to reflect in their public lives.
These collaborations have a profound impact on my creative direction because they provide the opportunity to experiment, push boundaries, and learn from some of the world’s most influential figures. Working with such a wide range of people has allowed me to expand my approach, incorporating more diverse influences and seeing how different aesthetics—like classical opera’s elegance versus the sensuality of Victoria’s Secret— can be interpreted through the lens of sustainability. It challenges me to be more innovative and often leads me to rethink traditional techniques or materials, finding ways to elevate them while keeping sustainability at the forefront.
It’s really about balance: how to craft something that feels opulent and luxurious, yet is responsibly made. That’s the driving force behind each collection and collaboration.
ABOVE: SANYUKTA SHRESTHA COLLECTION
LUXURY SHOULD RESONATE WITH VALUES, NOT JUST REFLECT PERSONAL STYLE.
AC: Winning the PETA Luxury Vegan Wedding Award is a significant milestone. What does this recognition mean for you as a slow fashion advocate, and how do you see the future of vegan materials in haute couture?
SS: Winning the PETA Luxury Vegan Wedding Award is truly humbling, and it serves as a testament to the growing movement toward ethical and sustainable fashion. As a slow fashion advocate, this recognition reinforces the importance of conscious choices within the fashion industry. It signifies a shift in how consumers and designers are increasingly prioritizing ethics alongside aesthetics, making it clear that luxury can exist without compromising the environment or animal welfare.
For me, this award underscores the transformative potential of vegan materials in haute couture. High fashion is often seen as resistant to change, but this recognition proves that there is a demand for innovative alternatives that do not rely on animal-derived products.
The future of vegan materials in haute couture is bright—advances in plant-based leather, organic certified textiles, and innovative sustainable fabrics are already reshaping the landscape whether it’s fruit waste, vegetable waste, or recycling plastic waste.
This shift is not just about replacing one material with another; it’s about redefining luxury itself.
As consumers become more conscious of the environmental and ethical impacts of their choices, we’re seeing a future where high fashion embraces sustainability, innovation, and compassion as its core values, and that’s something truly exciting to be a part of.
SS: As a speaker and thought leader in ethical bridal fashion, my key message to the next generation of designers and consumers is simple: conscious luxury is the future. In the luxury bridal space, we have the opportunity to redefine what luxury means—shifting from exclusivity at the expense of ethics, to exclusivity built on sustainability, craftsmanship, and transparency. Designers must embrace innovative, eco-friendly materials and ethical production practices, knowing that true luxury is rooted in the integrity of the process, not just the product.
For consumers, I encourage a shift towards mindful consumption. A luxury item should not only reflect personal style but also resonate with the values of care for people and the planet. By demanding transparency and supporting brands that prioritize ethical practices, we can elevate the entire industry.
The next generation has the power to lead this transformation, crafting a more sustainable, equitable, and beautiful future for bridal fashion. It’s not about compromising luxury but enhancing it with deeper meaning and lasting impact.
AC: Your role as a speaker and thought leader in ethical bridal fashion has grown over the years— what key message do you hope to deliver to the next generation of designers and consumers in the luxury space?
Today’s luxury transcends rare items, moving toward immersive experiences with lasting impact. As brands emphasize participation over products, experiential luxury—from travel and fine dining to bespoke services and sensory environments— is transforming the desires and expectations of high-end consumers in 2025.
The Rise of Experiences
Whether it is dining in a striking setting, exploring unfamiliar places, or joining immersive events, people increasingly seek experiences that resonate emotionally and feel meaningful. Historically, exclusivity came from limitededition watches or couture gowns. Now, it resides in a narrative dinner in an art gallery or a sunrise meditation. This shift reflects a deeper desire among luxury consumers—especially Millennials and Gen Z—to gather experiences that reflect values, memories, and identity.
While a prized possession may signal status, profound expertise fosters attachment. Brands that generate emotional resonance boost return rates and lifetime engagement. This transition reflects a broader cultural preference for authenticity and connection over material goods.
Engaging the Senses & Emotions What sets experiential luxury apart is its ability to stimulate all five senses:
Sight: Striking designs, such as reflective villas or digitally projected car exteriors, create visual drama.
Sound: Carefully chosen natural sounds or regionally inspired music add emotional depth.
Smell: Distinctive aromas, whether ocean breeze or woodsy scents, serve as powerful memory triggers.
Touch: Custom fabrics or thermal pools engage tactile awareness.
Taste: Multi-course menus featuring local flavors link guests to the culture and place. 01 02 03 04 05
A notable example is Fendi’s 2022 reopening of its Dubai Mall boutique, inspired by the brand’s Roman heritage. The two-level boutique features three gemstone-themed rooms, each paired with a unique fragrance that complements the space’s colors, lighting, and materials, merging scent and design into a fully immersive setting. This approach highlights how luxury is increasingly defined through experience, rather than just products. By harnessing a strong catalyst for memory and emotion, Fendi transforms shopping into a memorable and personal event.
This case exemplifies how sensory design, particularly scent, can strengthen emotional bonds and enrich in-store engagement for today’s experience-oriented luxury shoppers.
Louis Vuitton also applies this sensory philosophy, expanding into the culinary field with a growing collection of cafes and restaurants. These venues offer more than food; they create environments that reflect the brand’s visual style and careful attention to detail. By encouraging guests to spend time enjoying thoughtfully designed meals, Louis Vuitton deepens its relationship with patrons, making dining another avenue to connect with the brand’s unique character.
Cultural Shift: The Millennial & Gen Z Preference
Younger affluent groups, especially Millennials and Gen Z, are moving away from acquiring possessions toward valuing meaningful experiences. For them, social standing is increasingly expressed through access to unique moments—whether it’s a secluded wellness escape, an insider cultural encounter, or a highly personalized service. Priorities such as environmental responsibility, well-being, and communal connection often outweigh traditional luxury markers.
This change urges brands to move beyond physical products. What resonates today is how an experience makes one feel and what it signifies on both social and personal levels. In this evolving environment, successful luxury labels offer stories and emotional value that remain long after the experience ends.
Strategies for Old and New Clients
Both long-standing luxury houses and new players are constructing immersive brand environments that invite customers into stories, not just retail spaces. This involves creating multi-sensory hubs—boutiques doubling as galleries, interactive events, and themed retail areas—that encourage engagement well beyond transactions. The goal is to foster emotional connections that turn curious visitors into devoted supporters.
These immersive spaces often feature live performances, digital enhancements (such as AR and VR), collaborative art projects, and tailored hospitality reflecting a brand’s history and ethos. The intent is to make every interaction—from social media to physical locations—feel like an authentic continuation of the brand’s narrative.
The Future: Where Experiential Luxury Will Travel
• Tech Enrichment: AR and VR are poised to augment virtual pre-tours, multisensory previews, and personalized guides.
• Sustainability: Expect regenerative design, local craftsmanship, and experiences healed rather than harvested from the environment.
• Personalization: AI-powered services anticipate needs and recognize guests through sensory profiles and behavioral mapping.
• Hybrid Offerings: Fashion, hospitality, wellness, and immersive museum stays emerge.
These developments are actively unfolding rather than distant predictions. Boundaries between sectors are fading, and the key lies in creating emotionally authentic experiences that feel both grounded and forward-looking.
IN 2025, TRUE LUXURY WILL
BE DEFINED LESS BY ACCESS AND MORE BY MEANINGFUL
IMPORTANCE ON CLIENTS’ TASTES, SENSITIVITIES, & INVOLVEMENT.
W hether it’s the subtle scent filling a suite, the tactile sensation of a midnight drive, or the quiet of an overwater retreat, brands that invite clients into sensory-rich, emotionally vibrant worlds will build lasting bonds. As consumer preferences pivot, the next opportunity for luxury brands will be to weave together smell, sound, sight, taste, and touch into experiences that remain vivid in memory and emotion.
SERENA UZIYEL
NEW MADISON AVENUE FLAGSHIP REVEALED
ABOVE: SERENA
Serena Uziyel proudly opened her second flagship store on Madison Avenue with an elegant cocktail celebration attended by esteemed guests. The 3,500-square-foot boutique embodies Uziyel’s signature fusion of timeless craftsmanship and modern femininity, offering an extraordinary, immersive shopping experience.
UZIYEL
Guests explored exclusive collections, including the bold new Catena accessory range, honoring Women’s Day and crafted by over 200 female artisans globally. With shimmering eveningwear, intricate detailing, and a refined, immersive interior, the space reflects the brand’s deep commitment to empowering women and sustainable luxury.
– SERENA UZIYEL, OWNER.
The event drew press, influencers, tastemakers, and community friends to celebrate heritage, connection, creativity, and enduring elegance in the heart of New York City’s most prestigious shopping district.
ABOVE: SERENA UZIYEL
WORLD LUXURY CHAMBER OF COMMERCE (WLCC): Alexander, let’s start from the beginning. What inspired you to establish World Luxury Day?
ALEXANDER CHETCHIKOV: I've been in the luxury business for over 17 years, since 2008. During this time, I've met many fascinating people who are deeply passionate about their profession and truly love luxury. However, I noticed that unlike pilots, retail workers, lawyers, economists, doctors, and many others, they didn't have their own professional holiday. This seemed unfair to me, so I thought: why not initiate a single day for the entire industry that would unite everyone and be celebrated by people worldwide?
with ALEXANDER CHETCHIKOV
INSIDE THE LAUNCH OF WORLD LUXURY DAY
ON OCTOBER 8, WORLD LUXURY DAY LAUNCHES GLOBALLY, HONORING ARTISANS, INNOVATORS, AND VISIONARIES.
WLCC founder Alexander Chetchikov reveals the inspiration, impact on luxury brands, and why now is the time to unite around shared excellence.
WLCC: Why was October 8 chosen as the official date? What does it represent to you personally and to WLCC?
AC: October 8th was chosen to commemorate the founding of WLCC. For us, it symbolizes the unity of people from diverse industries across the globe, all connected by the shared concept of luxury.
WLCC: In your view, what role does World Luxury Day play in the evolving landscape of global luxury?
AC: World Luxury Day unites the industry, elevating its prestige and fostering collaboration. It highlights craftsmanship and heritage, encouraging dialogue on sustainability and innovation.
THE DAY HELPS SHAPE FUTURE TRENDS AND PROMOTES A MORE CONSCIOUS CONSUMER ENGAGEMENT WITH THE WORLD OF LUXURY, BECOMING AN ANNUAL ANCHOR FOR THE ENTIRE SECTOR.
WLCC: How do you envision this day being celebrated across different sectors, from fashion to hospitality, from real estate to haute cuisine?
AC: I envision World Luxury Day as a global celebration where each sector showcases its uniqueness: fashion with shows or collaborations; hospitality with special packages; real estate with property viewings; and haute cuisine with tastings. The main goal is to honor craftsmanship, innovation, and unique experiences, but first and foremost, it's a celebration for the people working in the luxury industry.
WLCC: For readers unfamiliar with the World Luxury Chamber of Commerce, how would you describe its mission and values?
AC: Unite top luxury sector experts to collaboratively lead, develop, and promote global industry interests.
WLCC: What sets WLCC apart from other industry organizations or luxury networks?
AC: WLCC stands out as we are the first and only organization uniting luxury brands from all over the world.
WLCC: You’ve extended a special invitation to the winners of the Luxury Lifestyle Awards. Why is this group important to the WLCC and World Luxury Day?
AC: The companies that win the Luxury Lifestyle Awards are the best representatives of the luxury industry. They embody the entire global luxury market, and their participation is crucial for WLCC and World Luxury Day because they represent the highest standards and shape the face of this industry.
WLCC: There’s an increasing focus on sustainability and responsible luxury. How does World Luxury Day reflect or support these values?
AC: World Luxury Day actively promotes responsible consumption, encouraging brands to showcase ethical production, sustainable materials, and social responsibility. It serves as a platform for dialogue on eco-friendly innovations, inspiring the industry towards a more conscious approach to a future where luxury harmonizes with planetary care.
WLCC: How is WLCC helping to preserve traditional craftsmanship and cultural heritage in the luxury world?
AC: WLCC helps preserve traditional craftsmanship and cultural heritage by uniting brands and professionals who value authenticity and unique skills. We facilitate knowledge exchange, support artisans, and raise awareness about the value of handmade goods, ensuring these invaluable traditions continue to thrive in the luxury world.
WLCC: What kinds of events, programs, or partnerships can we expect in the first year of World Luxury Day?
AC: In the first year of World Luxury Day, our main goal is to raise maximum awareness about it. We will actively collaborate with media, professional communities, and experts by launching largescale information campaigns, organizing online seminars with industry leaders, and engaging luxury brands to host their own exclusive events — whether presentations, exhibitions, or tastings.
WE WILL ALSO FOCUS ON STRENGTHENING OUR DIGITAL PRESENCE TO ENGAGE A GLOBAL AUDIENCE. OUR GOAL IS TO MAKE OCTOBER 8 A FOCAL POINT FOR EVERYONE WHO VALUES CRAFTSMANSHIP AND INNOVATION IN THE WORLD OF LUXURY.
WLCC: Where do you see World Luxury Day and the WLCC in five years? Do you envision it becoming a defining moment on the global luxury calendar?
AC: In five years, I envision World Luxury Day as one of the most anticipated and pivotal events on the global luxury calendar. The WLCC will significantly expand its influence, uniting even more leading brands.
WLCC: As someone deeply immersed in the luxury world, what does “luxury” mean to you, personally?
AC: For me, the concept of luxury means to inspire. It's not merely material possessions, but something that ignites passion, encourages the pursuit of excellence, and prompts the creation of something outstanding, be it a work of art, a unique service, or an unforgettable experience. Luxury is a catalyst for dreams and achievements.
WLCC: Finally, what would you say to luxury brands, creators, and thought leaders reading this? Why should they connect with WLCC, and why now?
AC: I'd say now is the perfect time to join WLCC. We are building the first global platform uniting the entire world of luxury. By joining now, you won't just be part of a network; you'll be actively shaping the industry's future, gaining unique opportunities for collaboration, knowledge exchange, and global recognition.
This is your chance not only to make your mark but also to collectively advance the values of craftsmanship, innovation, and ethics on the world stage.
To learn more visit www.worldluxuryday.com
with IVANA LAKOVI Ć
THE ADRIATIC’S QUIET LUXURY REVOLUTION
While major capitals dominate luxury headlines, the Adriatic is quietly capturing global attention. The President of ALBA, with over 20 years in the field, explains why authenticity, emotion, and cultural depth are now driving the choices of high-end consumers.
Luxury today is less about status and more about sentiment. Ivana Laković captures this shift: “Over the past decade, luxury has transformed from an emblem of possession to an expression of perspective. In the Adriatic, we’ve watched this evolution unfold: heritage replaced hype, intimacy replaced extravagance, and authenticity became the ultimate status symbol.”
As life accelerates around us, the Adriatic offers the rare luxury of time, a slower, deeper rhythm where culture and craft matter more than noise or novelty. Unlike trend-driven markets, Adriatic luxury brands are rooted in place and story. Ivana puts it best: “Our brands don’t use identity as an ornament; they live it. From the scent of wild immortelle in our perfumes to the echo of Byzantine threads in couture, our luxury breathes and remembers.” This authenticity isn’t marketing, it’s philosophy. In a sea of sameness, origin is an edge.
The region remains largely undiscovered by global luxury investors, making it fertile ground for meaningful growth. But Ivana offers a word of caution: “Invest with respect. Innovate with empathy. In the Adriatic, luxury is a soul, not a scheme.” From palace-turned-salons to vineyards with royal heritage, the Adriatic offers rich potential, but only for those who value story over scale.
Through ALBA, Ivana has helped foster collaborations that incorporate tradition with tech, luxury with sustainability. “We’ve seen couture designers working with ecological boatbuilders and winemakers using blockchain to trace legacy. Today’s consumer wants this kind of cross-pollination; beauty that’s intelligent, tech that’s poetic.”
The silos are gone. Modern luxury thrives where innovation meets emotion.
In travel and real estate, Adriatic luxury doesn’t shout, it lingers. “We script revelations. A moonlit dinner in a Roman cistern. A private concert in a 13th-century monastery. A vineyard tour led by noble lineage. These are more than moments, they’re memories.” Ivana calls this “memory architecture”: spaces and experiences designed to create emotional imprint, not just visual impact.
REPLACE CONTROL WITH CURIOSITY. NOISE WITH NARRATIVE. ROI WITH ROE; RETURN ON EMOTION. BECAUSE TRUE LUXURY IS A FEELING YOU CAN'T GOOGLE.
ABOVE: ADRIATIC
Today’s luxury customer is digitally savvy yet emotionally hungry. “They want AI-powered curation, but also ancestral stories. They follow trends, but long for timeless values.” For brands to stay relevant, they must evolve beyond elitism and embrace intimacy. The Adriatic shows how to innovate without losing soul.
Ivana champions a new leadership mindset for luxury, one that measures impact in emotional, not just financial, terms. “Replace control with curiosity. Noise with narrative. ROI with ROE; Return on Emotion. Because true luxury is a feeling you can’t Google.” She believes emotional intelligence is the new capital, and humility the new power move.
For brands entering regions like the Adriatic, Ivana’s guidance is clear: “Come to co-create. We love international brands, but we don’t need glamour imported wholesale. We have elegance in our stone, sea, and silence. Translate, don’t transplant.” And timing matters: “If you arrive early, you shape the market. You set the tone. But if you arrive late, you’re just reacting. In luxury, leadership is intuition, timing, and courage.”
To read the full interview with Ivana, visit: worldluxurychamber.com
INTERNATIONAL BRANDS OFTEN UNDERESTIMATE THE STRATEGIC VALUE OF ROOTEDNESS; THEY CHASE TRENDS, WHILE WE CHERISH LINEAGE. THE LESSON? IN AN AGE OF SAMENESS, ORIGIN IS YOUR STRONGEST ASSET.
PHILIPP PLEIN, THE PLEIN HOTEL
A NEW GLOBAL STAR OF HOSPITALITY AND ENTERTAINMENT IS BORN
ABOVE: THE PLEIN HOTEL
During Milan Fashion Week Spring/Summer 2025, Philipp Plein reveals five exclusive global hospitality and entertainment concepts . After years of preparation, the brand officially enters the hospitality world with formats crafted for global rollout alongside selected partners.
The Plein Hotel redefines luxury stays with bespoke rooms, private saunas, and curated art spaces. Philipp’s, the nightlife hub, transforms from Michelin-starred dining to a cutting-edge nightclub frequented by top international DJs. For sushi lovers, Sukaru Bā integrates Japanese tradition with Plein’s signature rebellious design, golden accents, and Tamagotchi cocktails.
The Dirty Vegan reinvents plant-based dining, offering playful, decadent vegan treats in a rosefilled setting. Finally, the Crystal Beach rooftop crowns the experience, pairing an elegant pool with Asian-inspired dining under the stars.
– PHILIPP PLEIN, OWNER.
To learn more visit www.thepleinhotel.com
EXPERIENCING THE TOUR DE FRANCE THROUGH A CHAMPION'S EYES
At the intersection of luxury travel and sporting history, one company is offering
what no VIP ticket can: the chance to relive the defining moments of the world's greatest cycling races
In the world of premium sports tourism, one company is rewriting the script for cycling fans. Mummu Cycling, an Official Tour Operator for the Tour de France for the past 10 years, doesn’t just take guests to the race; it immerses them in the lived memories of the sport’s greatest champions.
“Every fan remembers the big moments on TV, the breakaway that stuck, the mountain attack that cracked the race open,” says Marcel. “But what a rider remembers is something else entirely. The roar inside the peloton. The wind on a summit. The split-second decision that decided a career. Our role is to share that perspective, so fans feel what it’s like on the inside.”
Mummu’s philosophy is built on deconstructing these career-defining moments, using over a decade of industry relationships to grant privileged access the public can’t get. This includes riding on fully closed-race routes just hours before the peloton, driving on the course in official race vehicles, getting behind the scenes in team warm-up areas, and enjoying exclusive start and finish line hospitality.
At the heart of this model are the storytellers who lived these moments firsthand - cycling legends like Tour de France champion Cadel Evans and Paris-Roubaix winner Stuart O’Grady. They ride alongside and dine with guests, providing context to every experience.
“What truly elevates these moments is their unique perspective,” Berger explains. “With a champion like Cadel, our guests learn about the meticulous mindset it takes to win the yellow jersey. With a celebrated road captain like Stuart, they get a masterclass in the brutal, split-second tactics made inside the peloton. It’s a level of genuine mentorship that goes far beyond a simple meet-and-greet.”
This unique philosophy of reliving history extends from the pinnacle of the Tour de France to cycling’s other sacred grounds, like the Giro d'Italia and the cobbled roads of Paris-Roubaix. Underpinning every one of these journeys is a foundation of seamless, premium support. At Mummu, luxury is not an aspiration or an upgrade; it is the expected benchmark.
AT MUMMU, LUXURY IS
“With the battles of 2025 fresh in memory, the dreams of 2026 are already forming,” Marcel says. “For some, that will mean simply watching from afar. For our guests, it will mean stepping into the race itself. Where will you be?”
Reserve your place at MummuCycling.com
with SABAH KADDOURI
HOW WELLNESS BECAME A GLOBAL LUXURY TREND
TODAY’S LUXURY WELLNESS ISN’T JUST ABOUT INDULGENCE, IT’S A HOLISTIC INVESTMENT IN HEALTH, LONGEVITY, AND SELFEMPOWERMENT.
Sabah Kaddouri, renowned journalist and editor-at-large, has spent several years covering business innovators, entrepreneurship, women in leadership, and luxury lifestyle. In this exclusive interview, she shares insights on the booming wellness and longevity sector, its luxury intersections, and the evolving demands of discerning consumers.
ALEXANDER CHETCHIKOV: A-list celebrities recognized the importance of investing in their health and well-being early on. When did this once-exclusive trend evolve into a major economic force, and why?
SABAH KADDOURI: The global pandemic has reminded us of an implacable truth: our health is our primary asset. People questioned their lifestyles and scrutinized social media, inspired by those who shared their healthy habits. They discovered an economy that already addressed these needs and was just waiting to be stimulated.
Thus, starting in late 2020, everyone understood the need to develop their research, their offerings, and their strategies in this area. From hospitality to the world of tech and industry, there is a convergence.
AC: Who have been the key historical pioneers and influencers in the longevity and wellness industry?
SK: The wellness and longevity industries have mutually fueled the quest for the perfect body of highly exposed personalities (artists, models, star entrepreneurs, etc.), but also the demands of high-level athletes.
Their careers are conditioned by their physical fitness. This circle of initiates met (and still meet) in medical spas. The Palace Merano in Italy, La Clinique La Prairie in Switzerland, and the Buchinger Wilhelmi Clinic in Germany are pioneers in this field.
AC: How is the luxury sector responding to the growing demand for wellness and longevity solutions?
AC: With consumers more educated and discerning than ever, what are the expectations and demands shaping the wellness market today?
SK: Today, we want to be able to maintain our good daily habits by visiting medical hubs located in cities. Like a gym where we exercise regularly, these hubs have become the urban extension of medical spas.
Recognized addresses have understood this well by setting up in major capitals, offering a holistic approach by supporting the main pillars of our lives: fitness, nutrition, sleep, anti-aging, etc. Increasingly educated consumers expect highly personalized protocols.
SK: Med-spas certainly offer the most advanced protocols, but their number is limited, so we're seeing the rise of luxury hotels that took up the subject four or five years ago. A hotel spa is no longer just a space where you can get a massage or take a dip in the pool, but a true temple of wellbeing offering a wide range of treatments. Both visiting and local guests have access to experts (facialists, naturopaths, yoga masters, Ayurvedic doctors, etc.), not to mention the catalog of therapies offered (light therapy, vitamin infusions, EMS machines using electrostimulation, etc.).
Whether you're staying at the Park Hyatt London River Thames, the Plaza Athénée in Paris, or the Peninsula Istanbul, we know you'll find this component.
AC: With icons like Demi Moore, J.Lo, and Julianne Moore redefining aging, is sixty truly becoming the new forty?
ICONS LIKE DEMI MOORE AND J.LO ARE REDEFINING
AGING, PROVING THAT SIXTY TRULY CAN BE THE NEW FORTY.
SK: Yes. We are witnessing a revolution in the image of women in their fifties and sixties. Led by icons like Demi Moore, J.Lo & co, women aged 50+ have changed the narrative and the way we look at them.
Strong and confident, they benefit from the combination of several factors - which their elders did not experience - such as the postponement of the retirement age, the implementation of more egalitarian laws, technological leaps, particularly in medical and aesthetic matters, greater representation of women in positions of power, the evolution of their roles in cinema...
All of this has contributed to this new reality. These women like to take care of themselves and are very well supported. Anonymous or famous, they have many role models to identify with.
AC: As a busy editor-at-large for major publications, what are your personal strategies for maintaining balance and prioritizing a healthy lifestyle?
SK: In my hectic daily life, I press pause twice a year by going on a wellness retreat. I often fast in a specialized place or I choose a detox week to cleanse my body of all the toxins accumulated in my diet, because of the pollution. For 7 to 12 days, I perform a real reset of the body and mind to better start again. In my everyday life, I practice yoga and Pilates, which have a thousand benefits. The best way to maintain a good balance in your lifestyle is to read books, articles, listen to podcasts on the subject, or follow dedicated accounts on social networks. This allows, I find, to always keep in mind that health is the key to longevity.
WLCC AT THE FINANCIAL TIMES BUSINESS OF LUXURY SUMMIT 2025
ABOVE: GUEST SPEAKERS ON STAGE AT THE FT BUSINESS OF LUXURY SUMMIT
Amid economic headwinds and shifting consumer dynamics, the World Luxury Chamber of Commerce joined global leaders and industry icons in Barcelona for the Financial Times Business of Luxury Summit, three days of candid dialogue, strategic foresight, and high-level networking.
Organized by the Financial Times and cochaired by its senior journalists and correspondents, the summit brought together more than 400 C-suite executives, creative directors, strategists, and financiers for a threeday program of discussions, fireside chats, and high-level networking.
Among the central questions: What is the real impact of global inflation on luxury consumption? Can tariffs and regulatory shifts derail growth? And how should high-end brands recalibrate for a generation that increasingly values sustainability, experience, and transparency over exclusivity alone?
Leading Voices. Real Conversations.
The agenda covered every pressing topic on the minds of luxury leaders today — from shifting consumer habits and the rise of pre-owned goods, to the role of AI in fashion, and the need to build truly ethical supply chains.
Key sessions included:
The global economy: What’s needed to boost the luxury sector?
This discussion emphasized how geopolitical instability and trade policies are affecting the luxury landscape. Panelists noted that tariffs— especially those driven by U.S. policy—are increasingly unpredictable and burdensome, with costs being passed on to consumers worldwide, not just in the U.S. There was a strong consensus that we’re entering a period of instability not seen since the 1930s, and many luxury players are adopting a cautious, day-byday approach. China remains critical, accounting for 30% of global manufacturing, while emerging markets, particularly in the Middle East, are showing resilience and even benefiting. As one panelist remarked, “When the economy does well, luxury does well”—but with global players at odds, cooperation remains elusive.
The battle for the VVIPs
A deep dive into the most elite luxury consumers revealed that the post-pandemic “frugal wealthy” are reshaping expectations. While this audience has always existed, the focus now is on experiential value—whether through private jet journeys or analog pleasures like vinyl. Brands must be transparent and empathetic, and while CRM tools are helpful, “they should not define relationships,” as Kristina Blahnik noted. Crossbrand partnerships are becoming an important acquisition strategy—“Don’t battle, collaborate.”
Keynote interview – TOTEME
Elin Kling and Karl Lindman of TOTEME discussed the essence of curated luxury, with a focus on guiding and inspiring sophisticated consumers. They emphasized the importance of clarity—knowing what you’re good at, and what you’re not.
Insights: How to Navigate the New Luxury Landscape
Core clients bring long-term stability, while aspirational buyers fuel short-term growth. Brands must read early signals—like a $1,200 shoe purchase—to identify high-value prospects. AI and human touch can work hand-in-hand to personalize engagement without resorting to promotions, keeping the luxury promise intact.
The unstoppable rise of second-hand
Pre-owned luxury is thriving thanks to affordability and a sense of sustainable value. It offers consumers access to pieces once deemed out of reach, while also satisfying a growing need for ethical purchasing.
ABOVE: BUSINESS OF LUXURY
Insights: The dealmakers’ view
Although deal flow has slowed, there is still movement, particularly where brand equity is strong. Two key acquisition profiles emerged: heritage family-run houses and disruptive new brands with innovative models. For conglomerates like LVMH or Kering, scale matters, but brand coherence is essential—“A business bigger than its brand will fail.”
The real work of sustainability
Ethical supply chains are no longer optional. Brands must show, in clear and relatable language, how they are giving back at every production stage. As Amy Powney put it, “Do the work.”
The experience economy
With a 5% growth in the sector, experience is eclipsing product in terms of consumer priority. Adventure travel, wellness, and personalization are now core. High-tech tools can enhance—not replace—human hospitality.
Where AI belongs in high-end fashion
Generative AI is creating new avenues for brand engagement and efficiency, but panelists cautioned against overreliance. “AI is a tool, not a monster,” said Anne-Laure Colcy, while others warned about the risk of creativity stagnating when machines dictate customer experiences.
Shifting consumer trends:
The role of bricks and mortar Retail is evolving, not dying. Experiential spaces, local relevance, and differentiated multi-brand curation are key to survival. Social listening emerged as a powerful tool: “Customers are telling you what they want— listen.”
Luxury’s talent crunch
Leadership volatility is linked to strategic confusion and brand identity flux. As freelance contracts become more common, long-term planning is harder. Panelists stressed the need for stronger female representation, better personal branding, and leaders who understand that creativity is a core business asset.
This year’s speaker lineup was nothing short of exceptional. Among them were Marc Puig (Puig), Kristina Blahnik (Manolo Blahnik), Damien Bertrand (Loro Piana), Tina Edmundson (Marriott International), and Michael Kliger (LuxExperience), alongside entrepreneurs and tastemakers shaping the future of luxury from fashion and beauty to travel, hospitality, and art.
Our favorite quote from the event?
YOUR CLIENT DECIDES WHAT BECOMES ICONIC.
– DAMIEN BERTRAND, CEO, LORO PIANA.
SUMMIT
WLCC’s Role
For WLCC, the summit was an opportunity to do what we do best; connect, listen, learn, and lead .
We met with long-standing partners and forged new relationships that will help guide the next chapter of WLCC’s initiatives.
We came away with fresh insight into the forces reshaping luxury and identified areas where WLCC can add real value — from promoting sustainable innovation to supporting independent brands and helping our members prepare for the future.
Our participation reaffirmed the importance of bringing the right people into the room — and that’s exactly what this summit did.
FOR ANY LUXURY BRAND SERIOUS ABOUT STAYING RELEVANT AND RESILIENT, THE FINANCIAL TIMES BUSINESS OF LUXURY SUMMIT IS A MUST-ATTEND EVENT, IT’S WHERE VISIONARIES ALIGN, TRENDS ARE DECODED, AND COLLABORATIONS ARE BORN.
- OLHA KIPIANI, COMMUNICATIONS DIRECTOR OF THE WLCC.
Beyond the Ballroom
While panel sessions delivered substantive analysis, much of the summit’s value lay in the informal moments — private meetings, networking receptions, and an elegant gala dinner that highlighted the sector’s enduring affinity for ceremony and connection.
“There is no substitute for face-to-face conversation,” added Mrs. Kipiani. “Especially when you’re talking about the future of an industry built on human emotion.”
What’s Next
The overarching takeaway from Barcelona: luxury is neither retreating nor standing still. It is adapting — in some cases slowly, in others, with remarkable agility — to a world where legacy alone is not enough.
We’re proud to have been part of this extraordinary gathering of minds and grateful to the Financial Times for creating a space where the luxury industry could come together, not just to talk about challenges, but to imagine what comes next.
To our members, partners, and peers: stay connected. The future of luxury is being written — and WLCC is here to help shape the narrative.
To learn more about FT Business of Luxury Summit, visit www.luxuryglobal.live.ft.com
ABOVE:
CELESTIA RISING: THE FUTURE OF LUXURY IN THE SKIES
with SERHII CHEROMUSH, IGOR PASTERNAK, DAVID RICHMAN
ABOVE: FROM LEFT TO RIGHT: SERHII CHEROMUSH, IGOR PASTERNAK, AND DAVID RICHMAN
Serhii Cheromush, Igor Pasternak, and David Richman reveal how Celestia, part sky yacht, part cultural expedition, reimagines luxury travel through silence, connection, and phygital experiences, opening a new chapter in conscious exploration.
ALEXANDER CHETCHIKOV: You’re seen as a top global luxury expert, called a “luxury authority” and “visionary” by leading media. How did this recognition come about, and how does it influence your work today?
SERHII CHEROMUSH, FOUNDER OF AIRSHIP EXPEDITIONS: Luxury in 2025 is no longer about more things, louder experiences, or constant visibility. It is about silence—freedom from the relentless noise of the outside world that demands your reaction every second. Real luxury is reclaiming time for yourself and for what you love, giving attention to what is truly meaningful.
And for accomplished individuals, it is also about human connection. True wealth is measured in the quality of people you gather around you— peers who inspire you not because of their status, but because of who they are. Celestia was born to create a space where these rare and genuine encounters can happen.
AC: Airships aren’t the obvious choice for modern travel. What inspired you to revive this format?
SC: Exactly that—the fact that they’re not obvious. In the 1930s, airships were icons of glamorous transatlantic travel, floating palaces with dining salons and promenades. Then they disappeared for nearly a century, remaining only as symbols of freedom and wonder. The turning point for me was discovering that Aeros, under Igor Pasternak, had completely reinvented the airship.
IGOR PASTERNAK, FOUNDER & CEO OF AEROS: Our breakthrough is variable buoyancy control. The Aeroscraft can manage its own heaviness internally, allowing it to take off and land vertically, without airports, runways, or ground crews. It becomes a truly independent platform—safe, versatile, and mobile.
This makes it possible for a new kind of luxury. Our Neona sky yacht combines the elegance of fivestar travel with the freedom to reach places that ordinary aviation cannot: the Amazon, the Arctic, the Sahara. Luxury is no longer just fine service; it’s also access to untouched landscapes and rare perspectives.
SC: And this vision doesn’t stop there. Aeros’ ML806, with a 6-ton payload, is entering service in 2028, proving how robust the technology is. Celestia will go further with the ML866—a 66ton airship designed for transatlantic and roundthe-world expeditions. Onboard, we’ll offer 13 luxury suites, panoramic lounges, a dining salon, retreat rooms, and curated spaces for gatherings. Two decks will form a floating boutique hotel in the sky, hosted by a crew of chefs, curators, and guides.
AC: Celestia is built around curation. Is the future of luxury less about access and more about alignment?
SC: I believe so. Traditional luxury was about access—exclusive clubs, rare objects, and hidden destinations. But the new luxury is alignment:
ABOVE: CELESTIA
being in the right place with the right people, in experiences that resonate with your values and worldview.
Celestia expeditions are not mass-produced. They are carefully designed journeys to sacred landscapes and transformative encounters. To curate them requires expertise that only a handful of people in the world possess. We bring together scientists, artists, entrepreneurs, philosophers, and environmentalists—not just as guests, but as co-creators.
That’s what luxury becomes: not possession, but resonance. Being in alignment with people, ideas, and environments that expand your life.
AC: From Antarctica to Burning Man, your expeditions span extremes. What ties them together?
SC: The unifying thread is the spirit of adventure. Celestia journeys combine the thrill of Indiana Jones, the expeditionary depth of Jacques Cousteau, and the imagination of Jules Verne. Each voyage is about stepping beyond the ordinary and discovering new worlds with elegance, depth, and wonder. Celestia is not simply about where you go—it’s about the stories and meanings born along the way.
AC: Where do you see Celestia in 10 years? Is it a one-of-a-kind experience, or the beginning of a new category in luxury travel?
SC: Right now, Celestia is unique. But unique projects often open new eras. We are building this vision in three stages. The first is an immersive museum and event program, allowing the public to encounter this new form of airborne adventure.
Already today, visitors can explore Celestia in the metaverse of our partner DOM WORLD, walking through its 3D interiors, interacting with an AI guide, and attending virtual events.
DAVID RICHMAN, FOUNDER OF DOM WORLD: Celestia is more than a futuristic airship—it’s a phygital experience. In DOM WORLD, you can tour suites and observation decks, watch 360° films, join quests, and take part in live performances. It’s a living presence, not a static render, available long before the airship takes to the skies.
SC: Right now, Celestia is unique. But unique projeThe second stage arrives with the 2028 Olympics in Los Angeles. There, VVIP guests will take short journeys aboard the 6-ton demonstrator, while 1.5 billion viewers worldwide will see Celestia: Into the Fifth Dimension—a spectacular drone-and-light performance with the airship glowing as a 360° LED canvas.
The third stage begins in 2031: transatlantic and round-the-world expeditions, journeys of 10–30 days that blend exploration, cultural diplomacy, and inner transformation.
So yes—today Celestia is singular. But it carries within it the seed of a new category of conscious luxury travel, where science, culture, and human transformation converge.
Let the journey begin!
To read the full interview, visit: worldluxurychamber.com
To explore more, visit : www.celestiaairship.com
Aspire Lifestyles believes the best stories are told by those who have lived them.
Aspire to Exceed Expectations
We are a global leader in concierge services and loyalty solutions. Our personalized, innovative programs drive customer growth, retention, and engagement for our clients.
For a complimentary consultation, contact us at unitedstates@aspirelifestyles. com
LUXURY LIBRARY This Year's Must Read
EXCEPTIONAL EXPERIENCES
Five Luxury Levers to Elevate Every Aspect of Your Business
From Luxury Experience Expert, Keynote Speaker & Author
Neen James, leadership strategist, and dynamic keynote speaker, is the author of Exceptional Experiences, empowering leaders to create meaningful connections. With sharp insights and boundless energy, she helps global brands elevate experiences, focus, and influence.
LUXURY PRINCIPLES CAN TRANSFORM
ANY BUSINESS, CREATING UNFORGETTABLE EXPERIENCES AND DEEPER CLIENT CONNECTIONS—THE GOLDEN KEY TO STANDING OUT AND DRIVING LASTING SUCCESS.
In Exceptional Experiences, author, speaker, and leadership strategist Neen James pulls back the curtain on the luxury industry to reveal powerful strategies any business can use to stand out, serve better, and grow revenue. With her signature experience elevation model, James offers readers an insider’s guide to transforming client relationships from mere transactions into powerful, lifelong connections.
Drawing from decades of experience consulting with some of the world’s most prestigious brands, alongside fresh insights from luxury market research and interviews with global luxury leaders, James shows how principles once reserved for high-end brands can be applied to any industry. The result? A practical, actionable playbook for creating unforgettable client experiences and building a business that not only thrives but attracts loyal advocates.
One of the core ideas in Exceptional Experiences is that luxury isn’t about products or price tags— it’s about how you make people feel. True luxury is personal. It’s in the moments that make a client feel seen, heard, and valued. James brings this concept to life through her “five luxury levers”— entice, invite, excite, delight, and ignite—showing how each stage can elevate ordinary touchpoints into extraordinary encounters.
Beyond just theory, James breaks down how adopting a luxury mindset can turn everyday business interactions into transformational experiences. By doing so, leaders and teams create emotional loyalty, setting themselves apart in competitive markets.
Whether you’re leading a global brand or running a boutique business, Exceptional Experiences is packed with insights and real-world strategies to help you elevate your client experience, differentiate your brand, and drive lasting success. Readers will walk away not only inspired but equipped to make every interaction count.
Neen James’ trademark energy, wit, and practical wisdom shine through every chapter, making this a must-read for anyone serious about standing out in today’s crowded marketplace.
Get your copy today: www.neenjames.com
AUTUMN IN THE Spirit of Creativity
DESIGN DISTRICT VIENNA
ABOVE: DESIGN DISTRICT
September may be the most beautiful time in Vienna: summer’s heat softens into pleasant warmth, ideal for strolling and exploring the city’s design scene. Across Vienna, storefronts glow with Design District’s signature yellow, inviting design lovers to discover more.
Autumn’s design season is all about experience. It’s not just about admiring displays but stepping inside, exploring, and enjoying design in a relaxed atmosphere. Wherever you spot the yellow branding, you’ll find free tickets to the fair and the Design Guide – your curated companion to Vienna’s design world, including previews of Hofburg exhibitors and local design gems.
From October 3–5, the grand finale takes place: the Living & Lifestyle exhibition at the Vienna Hofburg. Over 250 national and international brands present their latest in design, interiors, real estate, automotive, tech, and lifestyle across 7,500 square meters. Visitors are encouraged to interact with the exhibits – sit on sofas, test features – because design is meant to be lived.
Design also takes to the streets: red carpet installations at Volkstheater and Karlsplatz/ Oper stations spotlight emerging artists. Sustainability plays a key role, too, with a focus on circular design, eco-friendly materials, and upcycling innovation.
In the elegant Radetzky Apartments, the Fashion & Accessories showcase celebrates craftsmanship with pieces that enrich everyday life – from bags and jewelry to textiles and lighting. Meanwhile, the Marble Hall of the Hofburg gives Austrian goldsmiths and ateliers a platform for classic and bold creations.
And for those who love horsepower: premium auto partners offer free test drives in front of the Hofburg – bookable online.
VIENNA’S DESIGN DISTRICT IS YOUR INVITATION TO SEE, FEEL, AND LIVE DESIGN.
Key Facts of Design District 2025
Date: October 3–5, 2025
Venue: Vienna Hofburg Entrance: Heldenplatz 1010 Vienna, Austria
Hours: Friday & Saturday: 10:00 AM – 6:30 PM
Sunday: 10:00 AM – 6:00 PM
WLCC Members enjoy additional exclusive benefits such as 25% discount for an exhibitors booth, including:
100 visitor tickets to the fair
• Half-page entry in the Design Guide Stickers on the showroom windows 1 month before the fair Digital entry on design-district.at 5 exhibitor badges
Interested in attending or exhibiting? Submit your request here
POWER MOVES IN PROPERTY
LUXURY TODAY GOES BEYOND MARBLE FLOORS AND OCEAN VIEWS
—
IT’S
ABOUT STORYTELLING. WE TURN HOMES INTO BRANDS.
How Super Luxury Group is Revolutionizing Luxury Real Estate through Storytelling
In this exclusive interview, Alvaro Nuñez Alfaro, founder of Super Luxury Group and bestselling author, merges luxury real estate with influencer marketing, creating immersive lifestyle brands and redefining high-end living through bold strategies, global vision, and unstoppable energy.
ALEXANDER CHETCHIKOV: Alvaro, As the founder of Super Luxury Group, you’ve redefined how luxury real estate is marketed. What inspired you to merge real estate with influencer marketing and media, and how has that changed the game for your clients?
ALVARO NUÑEZ ALFARO: It started with a simple question—how do we create experiences around properties that people remember? Luxury today goes beyond marble floors and ocean views; it’s about storytelling. By merging real estate with media and influencer marketing, we turn homes into brands. That shift helps our clients reach global, targeted audiences in ways that traditional marketing never could.
AC: With an MBA background and global network, how do you approach building highlevel partnerships between luxury brands, real estate professionals, and celebrities within the SLG ecosystem?
ANA: It’s all about alignment. The right partnerships are born from shared values and audience synergy. We curate connections that make sense—where everyone wins, and the experience feels organic. Whether it’s a private event at a $30M mansion or a brand collab with a celebrity, it has to elevate all parties involved.
AC: You’re also a bestselling author and keynote speaker—how do your personal philosophies on pushing limits and living intentionally show up in your writing and on stage?
ANA: Everything I speak or write about comes from lived experience. Whether it’s running 7 marathons across 7 continents in one week or building a business from the ground up, it’s all fueled by purpose. I believe in turning pain into power, and in using challenges as fuel to level up—not just personally, but to inspire others to do the same.
AC: From skydiving to ultra-endurance races, your lifestyle is far from traditional—how do these extreme experiences influence your leadership style and business decisions?
ANA: Those experiences force you to stay present, adapt fast, and lead under pressure. They teach humility, resilience, and trust in your team. Whether I’m 30 hours into a race or closing a deal, the mindset is the same: stay intentional, stay calm, and keep moving forward.
AC: Looking ahead, how do you envision the future of luxury real estate evolving, and what role will Super Luxury Group play in shaping that next chapter?
ANA: Luxury real estate is becoming experiential. It’s not just about square footage—it’s about community, content, and connection. Super Luxury Group will continue leading that shift by building bridges between high-end properties and culture.
OUR MISSION IS SIMPLE: ELEVATE REAL ESTATE INTO A LIFESTYLE
BRAND.
To learn more about Super Luxury Group, visit: www.superluxurygroup.com
ABOVE: SUPER LUXURY GROUP
spaces THAT SPEAK
JAQUE’S POWERFUL PERSONALIZED DESIGN
JAQUE, led by Jaque Bethke, designs interiors that blend creativity, innovation, and artistry. With decades of experience across diverse sectors, the firm transforms imagination into luxury spaces that inspire, elevate, and resonate deeply.
Design That Moves You
At the core of JAQUE’s ethos is the belief that design should do more than impress; it should connect. Each space begins with listening: to a client’s unspoken needs, to the rhythm of their daily life, and to the nuances that define their individual experience. Rather than applying a visual formula, JAQUE reads between the lines to construct spaces that feel instinctive, atmospheric, and deeply personal.
This human-centered approach informs everything from material choice to spatial flow. The team prioritizes function not as a limitation but as an opportunity to surprise, delight, and support everyday rituals with uncommon beauty and intention. The results are spaces that don’t just house life but enhance it.
Every Project, a Statement
The firm’s diverse portfolio spans luxury homes, boutique hotels, restaurants, retail environments, and outdoor landscapes, each one bearing JAQUE’s unmistakable signature: immersive, expressive, and distinct. From sculptural lighting designs to bespoke furniture, their environments don’t repeat motifs; they express character.
Take, for example, the technically complex installation for The House of Alchemy and Air. Three colossal geodes, each weighing over 3,000 pounds, were transformed into a spiritual architectural centerpiece. Reinforced floors, hydraulic platforms, and advanced automation systems were all orchestrated to spotlight these natural formations as living art. The feat demanded not only engineering precision but an almost poetic sensitivity to energy and flow.
Sustainability Through Longevity
JAQUE’s environmental approach doesn’t rely on buzzwords. Instead, the firm builds sustainability into the bones of its work. Longlasting, ethically sourced materials, energyefficient systems, and conscious construction methods are standard practice, not afterthoughts.
The firm’s philosophy on longevity as a core principle: beautiful spaces should stand the test of time in form and function. This approach not only supports environmental responsibility but also elevates the experience for those living within the space, year after year.
Experience-Driven Execution
JAQUE is known for being present, literally. Their designers remain intimately involved through every phase of a project, from ideation to final installation. This on-the-ground presence enables the team to make intuitive decisions as spaces evolve and energies shift. Nothing is left to chance. Everything is fine-tuned.
Whether working on a serene private residence or a high-impact retail space, JAQUE customizes every aspect to fit the emotional and spatial goals of the client. It’s this level of sensitivity, combined with technical mastery, that gives their interiors a magnetic pull.
The Force Behind the Name
Founder Jaque Bethke began her career at The Taliesin School of Architecture and quickly caught the attention of the Wynn Corporation. Her early design contributions at MGM Grand Las Vegas sparked a career that has since included icons like the Bellagio and a clientele that spans the globe.
Bethke’s philosophy is refreshingly straightforward: design is about people. She is an artist, a leader, and an inventor, designing spaces, furniture, and custom pieces that amplify individuality. Her process invites collaboration, intuition, and joy, ensuring that every client feels heard, seen, and celebrated.
Luxury with a Bold Twist
What truly sets JAQUE apart is its ability to create spaces that are not only visually stunning but emotionally immersive. This isn’t surfacelevel luxury. It’s layered, intelligent, and unforgettable. The environments they build don’t just reflect a client’s lifestyle; they help shape it.
JAQUE’s work is not designed for mass admiration, but for meaningful connection. That’s why their spaces resonate on impact and linger long after.
To learn more, visit jaque.design
with DANIEL ANDRÉ LANGER
THE GLOBAL LUXURY AUTHORITY
CLIENTS WANT TO FEEL SEEN, INSPIRED, AND VALUED, THIS IS THE TRUE ESSENCE OF MODERN LUXURY.
In this exclusive interview, Professor Dr. Daniel André Langer, a globally recognized luxury expert, CEO of Équité, and professor at Pepperdine and NYU, shares powerful insights on emotional brand value, the reasons behind luxury brand success or failure, and what it takes to remain relevant in today’s evolving luxury landscape.
ALEXANDER CHETCHIKOV: You’re seen as a top global luxury expert, called a “luxury authority” and “visionary” by leading media. How did this recognition come about, and how does it influence your work today?
DANIEL LANGER: This recognition is the result of a journey that began with my doctoral thesis, where I had the privilege of decoding the hidden value drivers of luxury. The findings challenged conventional thinking and became the foundation for building and repositioning several billion-dollar brands.
Over the years, I combined this academic foundation with leadership and advisory roles across Asia, Europe, the Middle East, and North America. This blend of research and real-world brand building gave me a perspective that is both strategic and deeply emotional. It taught me that luxury value is created through perception, trust, and the smallest of details. That understanding continues to shape everything I do, from advising CEOs and training sales teams to courtroom valuation and keynote presentations.
AC: As CEO of Équité, how do you approach transforming legacy luxury brands versus building brand equity for startups in today’s dynamic market?
DL: With legacy brands, the priority is to rediscover relevance while protecting the emotional core. Many of these brands have accumulated internal complexity and a disconnect with today’s clients. We begin with a rigorous audit to understand how the brand is actually perceived. Often, the external view is very different from internal beliefs. For startups, it is about building emotional equity from day one, defining a clear brand universe, establishing price integrity, and creating desirability from the first client interaction. In both cases, I ask the same question: what emotion does the brand own? If the answer is unclear, then the brand lacks direction.
AC: In your role as a professor at Pepperdine and NYU, what key shifts in luxury consumer behavior do you emphasize to your students that brands must understand to remain relevant?
DL: Luxury today is no longer about objects. It is about identity, meaning, and transformation. Younger generations, in particular, are seeking brands that reflect their values and beliefs. They want experiences that are personalized, inclusive, and aligned with their lifestyle. I teach my students that exclusivity is not just about price or access. It is about emotion, resonance, and the ability to make someone feel truly seen. Clients today want brands that listen, inspire, and elevate their lives in meaningful ways. Brands that fail to connect emotionally will quickly lose relevance, no matter how rich their history or how refined their craftsmanship.
AC: You’ve authored several best-selling books on luxury strategy. What core misconception about luxury branding do you find most common, even among seasoned executives?
DL: The most common misconception is that luxury is defined by high price and product quality alone. While both are important, they are only the starting point. True luxury is about desire, and desire is driven by emotional storytelling, symbolic value, and consistent experiences. Many executives still see luxury as a category rather than a mindset. They focus too much on product features and not enough on the emotional impression the brand leaves. A brand is not luxury because it says so. It is luxury because the client believes it is. That belief must be earned with every interaction.
AC: In your keynote speeches and masterclasses, you often cover the 4E of Luxury, The Art of Selling Luxury, pricing power, and brand disruption. Where do you see the future of luxury heading?
DL: The future of luxury is anchored in understanding the emotional key of the client. This is especially important when working with ultra-high-net-worth individuals, who are often approached as transactions rather than people. What clients truly want is to be understood, respected, and valued. Yet in nearly every training I lead, even senior professionals struggle to create that emotional connection. That is why my work focuses on transformation.
I share insights rooted in two decades of academic research into the psychology of luxury. I show how to unlock emotional resonance at scale and how to build trust through exceptional experiences. The 4E framework—Experience, Emotion, Exclusivity, and Engagement—offers a strategic foundation to drive desirability and pricing power.
LUXURY WITHOUT EMOTION IS JUST EXPENSIVE.
Artificial intelligence can support this by uncovering patterns, predicting client preferences, and enabling more personalized service. It can empower teams to deliver more emotionally intelligent interactions. But technology must always serve the emotional core of the brand, never replace it. The luxury brands that succeed in the future will be the ones that remain deeply human while embracing digital tools with purpose.
AC: You often emphasize the importance of brand audits. Why do you consider this one of the most critical tasks for luxury brands, and where do most audits fall short?
DL: Brand audits are essential to luxury success, but they are often either neglected or done at a surface level. Too many audits rely on internal opinions, lack client insights, and fail to deliver actionable outcomes. Luxury brands are particularly vulnerable to internal bias, where teams see the brand through their own lens instead of through the eyes of the client.
A meaningful audit must be brutally honest. It should uncover how the brand is actually experienced, how it compares emotionally with competitors, and where its storytelling succeeds or fails. We incorporate mystery shopping, emotional mapping, cultural analysis, and databacked assessments to create a clear, actionable view. Only with this depth can a brand make the changes needed to stay relevant and compelling.
DL: The luxury market is experiencing a reset. Economic uncertainty, rising interest rates, and a growing disconnect between client expectations and brand execution are creating headwinds. Many brands raised prices without increasing perceived value. At the same time, younger clients are looking for authenticity, purpose, and relevance. They are not impressed by status alone.
To move forward, brands must refocus. This is a time for clarity, not complacency. Brands need to revisit their emotional positioning, audit their client experience, and ensure that every touchpoint reinforces their story. Luxury must feel personal, considered, and human. The brands that double down on emotional connection and consistently deliver excellence will emerge stronger than ever.
AC: Despite its prestige, the luxury market is facing increasing pressure. What are the main reasons for the current negative trend, and what should brands do to navigate these challenges?
Read the full interview: worldluxurychamber.com
with ALEXANDRE FERRAGU
INSIDE THE LUXURY INDUSTRY’S IDENTITY CRISIS
LUXURY MUST RECONNECT WITH REAL VALUE, NOT INFLATED BRAND PRICES.
In this exclusive interview, luxury strategist Alexandre Ferragu dissects the shifting world of high-end business, offering bold insights on Hermès’ rise, Kering’s missteps, and why true diversification—not just expansion—is the key to luxury’s survival.
ALEXANDER CHETCHIKOV: Alexandre, in your opinion, what is the state of the luxury sector today?
ALEXANDRE FERRAGU: We have seen hesitations in 2024 and ongoing in early 2025. It seems that at the moment, only Hermès is seeing tremendous results. The post-COVID growth was extremely strong and probably too strong. Brands might have overlooked many aspects, such as brand value, product quality, and customer intimacy.
Studies show that over the last few years, sales revenue growth was mostly due to price increases and not higher volume sales.
Studies show that consumers are now discussing the real value of luxury brands and the fact that they might be overpriced.
Many questions arise on value for money, logo visibility, and brand extensions.
Bringing imaginations to life with creativity, precision, and innovation
AC: How would you assess Kering’s current position in the luxury market?
AF: Have you ever heard of “don’t put all your eggs in one basket”? Quite frankly, this is concerning, it seems that the group is stuck on repeating the same strategy for their brands. Balenciaga was pumped up for a few years using debatable strong pieces attracting GenZ, but their despicable 2022 communication did cost them a lot of customers…
They should have taken a stand and fired all the people responsible! Now they placed Demna Gvasalia at the helm of Gucci, destroying around €3 billion in company valuation in the process. It shows that investors are really concerned about the group’s strategy.
Bottega Veneta and Saint Laurent are amazing brands that have great growth potential. They need to find their loyal customer base and not consumers who hop on brands looking for the hype, which is what Gucci and Balenciaga’s customers do.
AC: Luxury brands are diversifying. What are your thoughts on that?
AF: Some will argue that diversification leads to a loss of the core value of the brands. But would Louis Vuitton or Hermès still be around if they had stuck to their original products?
Diversification is a great tool to enhance customer relationships, bringing customers to the brand. Hospitality is where it is all happening today, Bulgari is doing a great job, and Louis Vuitton will do amazing.
Diversification needs to be done well, in line with the brand’s values. It’s also a way to grow for brands as they are increasing the share of wallet of their customers. We see that people are looking for brands over products, and this is a great way to respond to this.
AC: What makes Hermes unique compared to the rest of the industry? Why do you think the brand so successful?
AF: I think steady growth, craftsmanship, and customer intimacy are the keys for Hermès.
Any brand needs to rely on bedrock customers to maintain steady growth, and Hermès is the best at it. Its customer base is strong, reliable, and loyal. They have increased their prices reflecting inflation, not taking advantage of the hype, and still providing the best quality possible.
Looking at their Cost of Goods Sold, they comparatively spend more than any other large competitor on production. Customers are getting their money’s worth, it brings real value to customers.
AC: Do you believe the luxury sector has overextended itself?
AF: It depends on people’s vision of life: Consumerism, love for well-made products, love for exclusivity, love for emotions… Brands are extremely big today, but there is room for growth, for a larger customer base if needed. Around 2% of the customers represent 45% of the revenues of the sector.
Relying on a very tiny customer base is dangerous. Should luxury be made more affordable? Well, it is less luxurious if it becomes too affordable, so brands must tune in to find the sweet spot.
I believe they will have no choice but to introduce new entry-level products. The best-performing categories for 2024 are entry-level prices.
AC: Where do you see the luxury industry heading next?
AF: I think going back to its roots will help the sector. Too many customers felt that brands took advantage of them and started to buy less as prices became too high compared to what they were a few years ago. Bringing better value for money is key.
To read the full interview, visit: worldluxurychamber.com/alexandre-ferragu
with MICHAELA MERK
THE POWER OF LEADING WITH RELATIONAL INTELLIGENCE
IN THE LUXURY WORLD,
NOTHING CAN REMAIN AVERAGE; THERE MUST ALWAYS BE A RELENTLESS DRIVE TO PUSH BEYOND LIMITS
Great luxury brands don’t just train staff; they cultivate emotional intelligence. In this exclusive interview, Michaela Merk, PhD, CSP, GSF, teaches global brands like Hermès and Louis Vuitton to transform everyday encounters into lasting bonds, emphasizing personalization, passion, and purpose.
ALEXANDER CHETCHIKOV: Michaela, your approach to Relational Intelligence has had a significant impact on leadership and customer engagement. How do you define relational intelligence, and why is it critical for leaders and businesses in the luxury industry today?
MICHAELA MERK: Relational Intelligence is our ability to connect with a wide range of people with whom we want or need to build relationships. This diversity may relate to gender, age, profession, personality, but also to tastes, desires, or cultural background.
WHAT MATTERS EVEN MORE THAN PRODUCT QUALITY IS THE PERSONAL BOND CLIENTS FORM WITH THEIR SALES
OR PERSONAL ADVISOR.
The luxury industry is known for its pursuit of excellence. Its products and services are sought after by the most demanding clients, who expect brands to deliver impeccable service of the highest standards.
Of course, product quality is essential, but what matters even more is the personal bond they can form with their sales or personal advisor. The most successful sales teams I have trained and observed over the past 20 years master Relational Intelligence brilliantly, showing an exceptional ability to adapt to these highly discerning luxury clients.
My new book, Le Pouvoir de l’Intelligence Relationnelle (T he Power of Relational Intelligence ), highlights 30 golden rules for successful leadership. Many examples are drawn from the luxury industry.
LUXURY CLIENTS EXPECT HIGHLY
PERSONALIZED, INDIVIDUAL SERVICE.
MM: They do not appreciate being treated like everyone else. That’s why the most successful luxury brands place great importance on developing tailored experiences: a sales ceremony in which the client’s personality is decoded, a gesture such as adding a personal note to a product, a handwritten thank-you card after a purchase, an invitation to exclusive and confidential events to reward client loyalty, or gifts that are not standard but adapted to individual preferences detected during the client’s visit. Every detail is carefully noted and stored in a highly refined database to maintain a personalized relationship with the customer.
This enables teams to better anticipate and prepare for the client’s next visit to the store or brand environment. This approach applies not only to luxury boutiques but also to fine dining, high-end hospitality, and any setting where clients expect more than the standard.
AC: As a professor and executive coach, how do you integrate academic theory with the practical challenges business leaders face, and what is one concept from your teachings that has proven especially valuable in real-world applications?
MM: Most iconic luxury brands boast a long and remarkable history spanning one, two, or even three centuries. Legendary maisons like Hermès, Cartier, and Louis Vuitton have mastered the art of building desirability around their products and services.
In my research, I sought to identify the key elements that make luxury brands so desirable that money becomes secondary; what truly matters is the “must-have” factor. I found that six main dimensions consistently stand out:
• D for DNA – a deep and ongoing connection to the brand’s origins and its founder
• E for Emotion – the use of multi-sensory marketing to create meaningful experiences
AC: You’ve worked with some of the most renowned luxury brands. Can you share a key lesson or strategy that these brands use to maintain customer loyalty, and how can smaller businesses or startups apply this to their customer experience?
• S for Surprising Stories – captivating narratives that spark curiosity and attachment
• I for Innovation – staying ahead of trends and continuously reinventing
• R for Rarity – cultivating exclusivity and uniqueness
• E for Excellence – a relentless pursuit of the highest standards
I have developed a conference built around these concepts to help brands and companies enhance their own desirability, even if they are not positioned as luxury brands. The title of the conference is:
“Selling Premium: Elevating Your Brand with the Secrets of Luxury.” Find out more about this conference using this link: michaela-merk.com
AC: In your podcast “Luxury Leadership Talks,” you’ve engaged with top CEOs. What common traits or behaviors do you believe define the most resilient and influential leaders in the luxury sector, and how can emerging leaders cultivate these traits?
MM: I developed this filmed podcast to give inspiring leaders and personalities who shape the luxury world a platform to share their vision and wisdom.
Interviewing these remarkable individuals revealed that they all share three key qualities:
Passion
01
02 03
They all spoke with a sparkle in their eyes, expressing deep love for their sector, their brands, their teams, and their clients.
Heritage
They were eager to share their thoughts publicly on my podcast because they are passionate about passing on their knowledge to young professionals and future leaders in the luxury industry.
Excellence
They all emphasized that success in the luxury world demands a relentless pursuit of excellence and hard work. Since nothing in luxury can remain average, there must always be a drive to push beyond limits.
If you want to dive into the captivating content of each episode, here is the direct access: merk-vision.com/podcasts/
MM: I have observed several recurring mistakes among sales teams serving luxury brands and catering to highly demanding customers.
The most critical mistake is when sales advisors place themselves above the brand, which often comes across as arrogance. Giving clients the impression that they are special simply because they represent names like Chanel or Prada does not mean they are Gabrielle Chanel or Miuccia Prada. On the contrary, the best sales teams remain humble, serving the brand and its mission with full respect for its values and heritage.
Another common mistake, closely related, is when salespeople become so passionately identified with the brand that they lose touch with their own personality, immersing themselves entirely in the brand’s identity. This becomes problematic when they eventually leave the brand – many find themselves lost, having neglected to nurture their own unique personal identity.
AC: Your book “Luxury Salesforce Management” provides insights into customer-first approaches. What are the key mistakes luxury sales teams make when trying to engage highend clients, and how can they overcome these challenges to ensure a more personalized and successful sales approach?
Therefore, one of the greatest challenges when working for luxury brands is finding the right balance between identification with the brand and the preservation of one’s personal brand.
Stay connected with Michaela: michaela-merk.com
with
PHILIPPE
MIHAILOVICH ADVISING LUXURY THROUGH BRAND WISDOM
CREATIVITY AND STRATEGY MUST ALIGN.
Diamonds, couture, and perfumes may symbolize luxury, but behind every true maison lies an invisible structure: roots of heritage and identity that must be carefully protected as the brand grows. Mastering this process is Philippe Mihailovich, advisor across FMCG, couture fragrances, and luxury strategy.
ALEXANDER CHETCHIKOV: Your career spans FMCG, couture, and now HAUTeLUXE, advising luxury houses. How has this diverse background prepared you to counsel CEOs and Chief Branding Officers in the luxury industry?
PHILIPPE MIHAILOVICH: Great Question. A long story. Actually, as a student, I had worked as a fashion photographer for magazines and newspapers, so I had the chance of seeing that world from the inside and shooting what was to be introduced in the future.
PHOTO: JOSÉ FERRER
I loved the photography of Serge Lutens for Shiseido. He created the first Dior make-up line. Today, he is better known for having started the trend towards perfume as an art and not as a fashion accessory (no male perfume or female perfume). I reached out to him to publish his photos in Creative Photography Magazine, and he ignited my interest in beauty products, prestige branding, and chic cross-cultural imagery.
After my degree I was employed by a top fashion company and received retail management training up to area management level, but hated to be so distanced from the creative side, so I switched to beauty and personal care product management and found that one of the easiest ways to add value to mass products was to look upwards to see what the luxury houses were doing. As such, I found myself eventually working with the same top French Master Perfumers as YSL and Dior were using.
Then when I was responsible for Nivea, I was learning from La Prairie (same corporate group) and when I was at Wella I looked at Professional Salon formulas to improve on consumer products and spotted the opportunity to create ‘designer hair care’ using hairdresser names (e.g. John Frieda, Nicky Clarke) to compete with the faceless corporations such as L’Oreal and Wella. I also noticed that British designers such as Vivienne Westwood, or fashion brands like Monsoon, did not have their own fragrances. I founded Couture Brands to develop those categories. It was such a pleasure working with visionary creatives, founders, and CEOs that I got hooked on it.
AC: At HAUTeLUXE, you balance creativity and strategy for leaders under pressure. What recurring brand challenges do you see, and how do you help them build sustainable futures?
PM: At first, they were projects primarily linked to brand exploitation, such as brand stretching across categories. The risk of damaging an established reputation is huge. It is what has happened to Gucci, a house that once competed strongly against Hermès in handbags. Not anymore. Under designer Tom Ford, Gucci evolved into a highly successful R2W fashion brand; the style was more American and less Italian, and people seemed to be buying Tom Ford more than they were buying Gucci. The leather craftsmanship heritage of the house collapsed in the process.
I’d love the new President and CEO of Gucci, Francesca Bellettini to call for my help, but she is ex-Bottega Veneta and Saint Laurent so she is sure to know what to do. The Kering Group also has a new CEO. Let’s hope that I will meet him this year.
To go back to your question, the recurring challenges are remodifying the DNA of a brand and constructing or reconstructing the pillars of its Brand Building before any storytelling begins, which includes brand culture, universe, values, and principles. However, another recurring challenge is when the client feels that they have learned enough from us to go it alone with their commercial team. This happened with an important diamond project, and it all got botched up.
Regarding sustainability, we are already in an “Era of meaningful luxury” and are all seeking the ultimate no-waste circular eco-system. Sustainability must not be seen as a marketing tool. It is an investment. Every manufacturer needs to become sustainable, and luxury houses are in a position to set the example. These houses don’t communicate or position themselves as “sustainable luxury” because sustainability references are mostly rational and tend to kill the dream. Also, many Gen Z say that they want to buy sustainable luxury but will go off to buy something trendy like Jacquemus instead. This suggests that design, social media hype, influencers, and celebrities still carry more weight than sustainable practices.
We believe that all ethical brands have already made significant strides towards sustainable, circular solutions, bio-fabrics, and similar approaches. Hopefully, in the near future, customers will no longer be given the option to purchase anything that damages our planet. Meaningfulness will also imply efforts to eliminate poverty. I’ve been so supportive of Conscious Corporations, such as the Kering Group, and it breaks my heart to see that group suffering a significant decline in sales across its major brands, but mostly Gucci.
We wish them a great recovery. The new CEO must be under immense pressure to deliver both shortterm results and long-term relevance; however, the Pinaults (owners of Kering, which owns Gucci) are not known for chasing short-term success to the detriment of their long-term vision.
AC: You co-authored the very theories that gave shape to the discipline of Brand Architecture. In your view, how has the science and art of Brand Architecture evolved since those early days, and what function is critical for luxury portfolios navigating the modern era?
PM: Well, considering that my PhD supervisor at Surrey European Management school was not accepting branding or my ‘brand architectural models’ as a legitimate subject. That just shows how far we have come. Luckily, Professor Leslie de Chernatony understood and eventually helped to
THE TRUE STRENGTH OF A LUXURY HOUSE LIES
NOT ONLY IN ITS PRODUCTS, BUT IN THE INVISIBLE ARCHITECTURE
co-author my first paper, which was published in Volume 1 of the Journal of Brand Management. David Aaker was on the editorial board, and the rest is history. Prof. David Aaker coined the phrase “Brand Architecture,” which I found to be very clever, and with Erich Joachimsthaler, adapted our Brand-Bonding Spectrum to become their Brand Relationship Spectrum. It is thanks to them that the field took off.
At the time, many corporations, such as Accor Hotels, were slapping the corporate name onto every hotel they owned, ranging from the lowestend hotel, “Formula 1,” to their luxury Sofitel Hotels. It was disastrous for Sofitel, and I was very critical about that. What meaning did they want to give to the brand Accor? Was the promise about great service, meaning I can expect the same level of service in a Formula 1 as I can in a 4- or 5-star Sofitel? In French Accor means agreement. For the hotel guest, it means nothing because it refers to the group being made up of many who agree to fall under that umbrella, and agreements will be entered into with other corporations. A bit like Business Class. The client is the corporation that pays and not the traveler. As such, I thought they were ruining Sofitel. If Accor were symbolic of a promise to offer only organic food in every hotel, it would be more meaningful in attracting guests, even to the Formula 1.
However, it was not a mistake but a deliberate strategy to show massive growth on the stock market to raise the funds to invest in their brands, primarily Sofitel. So as soon as the money
was raised, they dropped Accor off the Sofitel signage, shifted all Sofitels up to 5-star hotels, and launched smaller boutique hotels under the So… name, such as So Paris, So New York.
At that time, few companies were thinking it through strategically. The Branding agencies were mostly selling graphic design, and would often be the ones to propose brand visuals and subbrand names. With the advent of the internet, the world quickly became more brand literate and often rushed into creating too many brands and sub-brands for the wrong reasons. The heritage luxury houses stuck to using their house name only, while others created a simple form of brand architecture to support their pyramid structure, for example, Christian Dior Couture at the top, Dior for the R2W, and J’Adore Dior beneath it.
The great Giorgio Armani (may he rest in peace) introduced Armani Privé as a Haute Couture label to try to pull the brand upwards above Armani Jeans, AX, Armani Collezioni, Emporio Armani, and the Giorgio Armani labels, but he never sketched out his pyramid. Retail architects, staff, and licensees (L’Oreal) had to feel it. Hermès has one for their perfume division, but keeps it discreet – although you can find it in our book. Does anyone understand the BOSS pyramid? There’s BOSS and Hugo and Hugo Boss and Boss Green, Boss Orange, Boss Black.
What is critical is not to confuse your customer. For instance, the backlash against some brands that have been selling industrial goods under the very same house name as their handmade luxury goods or special orders. Customers feel that they were duped and are now quite angry and, in some cases, strongly supporting "dupes". Old money defected from brands that were being seen everywhere, and counterfeits helped to overexpose these brands even further. We are now seeing rampant “luxury fatigue” taking place. One of the strategic reasons for artist collaborations was to create a manufactured rarity that not all customers can be seen with the very same bag and offset the risk of over-exposure.
Brand Architecture primarily serves to avoid confusion, to educate, and also enable brand stretching upwards, downwards, or across categories while creating or enhancing a certain pedigree and legitimacy in each category. We are now living in an era that demands transparency, and we believe that Brand Architecture helps to give a certain clarity and thereby a form of transparency. It also serves to highlight expertise and legitimacy.
To read the full interview, visit: www.worldluxurychamber.com
with CHRIS ROEBUCK
LEADING IN LUXURY: INSPIRE, ENGAGE, PERFORM, EXCEL
LEADERS INSPIRE, PEOPLE EXCEL.
Global Leadership expert and speaker Chris Roebuck shares insights on what distinguishes exceptional leaders, how to inspire teams, drive high performance, navigate change effectively, leverage AI in decision-making, and apply valuable lessons from military leadership to create engaged, highperforming business environments.
ALEXANDER CHETCHIKOV: Chris, you’ve worked extensively on leadership transformation across industries. What do you think are the key traits that differentiate a truly transformational leader from an average one?
CHRIS ROEBUCK: You can sum it up quite simply by saying it’s the difference between leaders who get people to do the job and leaders who inspire people with a compelling vision of the future so they do much more than the job.
Transformational leaders use emotion to build rapport and get things done just as much as rational thought and planning. In the mind of the employee, it’s the difference between implementing a plan and truly believing in what you are doing.
AC: As a key figure in the “Engage for Success” initiative, how do you believe organizations can create a culture that fosters long-term employee engagement and high performance?
CR: If we want to achieve the best employee engagement and high performance, we have to create an environment where employees willingly give that. An employee’s decision to give their best is 60% rational and 40% emotional, so they have to think that what they are being asked to do not only makes sense but they believe in it.
But the big problem we have is that many leaders are not able to effectively create this environment because they have “too much work” and “not enough time”. As a result of this, they tend to focus purely on the task and forget to spend time inspiring the people. The people see this and assume that the leader doesn’t really care about them.
The simple reason for this happening is that around 80% of leaders are not being given the critical leadership skills they need to the depth they need to be able to be a good leader and build this environment. But this is actually a problem that can be quite simply and quickly solved using the right approach.
AC: From your experience leading leadership development at HSBC, UBS, and the NHS, what are the most critical leadership skills required to navigate crises and uncertainty in today’s business landscape?
CR: The first element that is critical is having a firm foundation in all the basic leadership skills, the ability to prioritize, delegate, communicate, give feedback, and manage resources. If these are not present, and they aren’t in the vast majority of leaders currently, then the implementation of everything else that follows will not be done optimally.
This means that a minority of employees are giving their best, that implementation could be 30% less effective than it should be, that the organization is performing 25% less effectively than it should be, and that it could be making 10% more profit than it currently is.
Once these skills are in place, it gets leaders out of the “too much work” and “not enough time” problem, which then allows them to focus on people so that they are able to motivate, to inspire, to get the best to deliver business as usual at the excellence level.
That then opens up space for them to start to become entrepreneurial leaders to look to seize opportunities to build the future, not just deliver business as usual. Entrepreneurial leadership is, without doubt, a critical element for future organisational success.
AC: With rapid advancements in AI and digital transformation, how should leaders adapt their strategies to ensure they remain effective in engaging and managing their teams?
CR: Leaders need to recognize that AI is not a silver bullet to solve all their problems. It is a tool to enable them to be more effective in terms of turning data into valuable information for decision-making and streamlining other activities.
That is positive in that it will give leaders more time to then do what only leaders can do, which is to interact with people as human beings to get the best from them.
The reality is that AI will not replace leaders simply because 80% of human communication is nonverbal, through tone of voice, body language, and facial expressions which AI cannot replicate, as in face-to-face interaction.
LEADERS SUCCEED BY INSPIRING TEAMS, BUILDING TRUST, AND FOSTERING BELIEF IN VISION.
AI IS A TOOL TO ENHANCE LEADERSHIP, NOT REPLACE HUMAN CONNECTION.
AC: Your leadership journey spans military service, government advisory, and corporate leadership. What are some of the most valuable leadership lessons from the military that business leaders can apply to their organizations?
CR: There are several really powerful lessons that business leaders can learn:
That all leaders must have the critical basic leadership skills in place when they start their leadership roles, preferably from their first appointment.
• That the creation of a “we, not me” culture which the military uses to enable it to work as high-performing teams in the toughest environments will have a similar impact in business organizations.
• That it’s not just about having a good plan, it’s about inspiring the team so that they truly believe in the plan and are committed to it.
That the leader is there to serve and support the team to enable it to be successful and takes action to do that – servant leadership.
That all great leadership is based on integrity and trust and leaders should be demonstrating and building this by their actions every day.
If you want to get a more in-depth insight into the topics Chris covered in the interview and some ideas for action, check out his articles: www.chrisroebuck.live
ABOUT WLCC
e World Luxury Chamber of Commerce (WLCC) is a global network uniting premier luxury brands across industries; from fashion, hospitality, real estate, and automotive to gourmet food, jewelry, fragrance, art, and more.
Rooted in the legacy of the Luxury Lifestyle Awards, WLCC represents over 5,000 luxury businesses in more than 100 countries, with 400+ award categories over 17 years. WLCC membership offers community, global visibility, exclusive networking, access to insights and events, tailored education, and brand-building tools, all guided by a board of international luxury leaders.
WHO PARTICIPATED
This report draws from thousands of poll responses conducted across WLCC’s LinkedIn and community channels throughout 2025. Respondents include C-level executives, high-growth founders, luxury marketing experts, and innovation leaders across:
• High-End Real Estate
• Luxury Hospitality & Travel
• Private Aviation & Yachting
• Fashion & Beauty
• Wealth Management & Concierge
WHY THIS REPORT MATTERS
Today’s luxury environment demands that even the most established brands embrace collaboration; isolated decisions risk falling behind in a rapidly pivoting market.
WLCC’s 2025 Luxury Leader Insights Report gathers thousands of data points from our global network, top-tier professionals across luxury real estate, fashion, hospitality, private wealth, and beyond, to provide a rare look into the mindset of the industry.
is is not theory. It’s intelligence built by the very people driving the future of luxury.
LUXURY IS NO LONGER DEFINED SOLELY BY HERITAGE OR CRAFTSMANSHIP; IT’S DEFINED BY AWARENESS, AGILITY, AND THE ABILITY TO ANTICIPATE WHAT MATTERS MOST TO TOMORROW’S CLIENTS.
THIS REPORT DISTILLS THE PULSE OF OUR GLOBAL COMMUNITY INTO ACTIONABLE INTELLIGENCE FOR BRANDS WHO WANT TO LEAD, NOT FOLLOW.
WHAT’S INSIDE
01.
Poll-Driven Insights from CEOs, founders, creative directors, and luxury consultants
02.
Comments on the Luxury Industry from insiders
03.
Sector-Specific Trends in consumer behavior, growth priorities, and digital transformation
04.
Cross-Industry Observations on sustainability, technology, and global market shifts
TOP 3 SIGNALS EMERGING IN 2025
01.
Luxury Personalization moves from trend to expectation
02.
Sustainable Excellence becomes a core brand pillar, not a side strategy
03.
Client Experience, from digital to physical, is the new battleground for loyalty
HOW TO USE THIS REPORT
Think of this as your executive shortcut to what the luxury industry is thinking, planning, and prioritizing. Whether you’re refining strategy, launching a campaign, or planning next year’s growth, the Luxury Leader Insights Report is designed to inform and inspire.
QUESTIONS
WHAT WILL BE THE BIGGEST DRIVER OF GROWTH FOR LUXURY BRANDS OVER THE NEXT 2 YEARS?
Over the next two years, growth in the luxury sector will be driven primarily by personalization and clienteling, according to 83% of respondents.
Personalization & Clienteling
Sustainability & ESG
While sustainability remains important, it’s the ability to deliver bespoke, emotionally resonant experiences that will define brand success and customer loyalty in the evolving high-end market.
WHICH LUXURY SECTOR IS BEST POSITIONED TO THRIVE IN THE CURRENT GLOBAL ECONOMY?
Luxury Travel & Hospitality leads as the strongest sector poised to thrive in today’s global economy, capturing 75% confidence. Fashion & Accessories follow with 17%, while Real Estate & Architecture hold 8%.
The resilience of travel and hospitality reflects rising consumer demand for exclusive experiences despite economic uncertainties.
LUXURY TRAVEL & HOSPITALITY IS BEST POSITIONED TO THRIVE RIGHT NOW. IN A POST-PANDEMIC WORLD, AFFLUENT CONSUMERS ARE PRIORITIZING UNIQUE, PERSONALIZED EXPERIENCES OVER MATERIAL GOODS.
WITH RISING DEMAND FOR PRIVACY, SUSTAINABILITY, AND EXCLUSIVE ESCAPES, THIS SECTOR IS LEADING THE EVOLUTION OF MODERN LUXURY.
HOW IMPORTANT IS SUSTAINABILITY WHEN IT COMES TO LUXURY PURCHASES?
Sustainability is a top priority for 71% of luxury buyers, seen as essential in their purchasing decisions.
14%
Valued, but not key 71%
Essential, top priority 14%
Depends on the brand
Another 14% value it but don’t consider it crucial, while the remaining 14% feel its importance varies depending on the brand, underscoring growing eco-consciousness in the luxury market.
GENERALLY SPEAKING, I DON'T THINK A BRAND CAN BE LUXURY WITHOUT BEING EXCELLENT. AND I DON'T THINK IT CAN BE EXCELLENT WITHOUT BEING SUSTAINABLE.
IN REFERENCE TO THE SURVEY, I SAY, “IT DEPENDS ON THE BRAND.”
We all know that it is often not the deciding factor in the buying process, with user experience, brand perception, and community feeling being much more important.
However, in all of this, sustainability can be an important element, as it affects how the buyer feels when purchasing the service or product, and how aligned the brand is with his/her values.
Not being sustainable can generate a feeling of incongruence with the rest of the brand image that destroys the company's effort to rise above the “premium” sector to offer that “something more”.
And for brands that have used sustainability as a fundamental element of connection and recognition, yes, of course, it is key.
Alberto Monzonís Comes, Corporate Sustainability Guide
LUXURY LIFESTYLE AWARDS
is a global award recognition program that selects, recognizes, celebrates, and promotes the best luxury goods and services worldwide.
READY TO RAISE YOUR BRAND AWARENESS AND POWER YOUR BUSINESS GROWTH?
LUXURY LIFESTYLE AWARDS is proud to be part of the WORLD LUXURY CHAMBER OF COMMERCE, where its winners gain access to exclusive networking, insights and events,tailored education, and brand-building tools, all guided by a board of international luxury leaders.
