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Since some buyers of cultural heritage designs and macroeconomic instability are tired that push consumers away from the luxury market, slow fashion brands attract those who search for freshness when it comes to accessories. Brands such as the horse, the verelae, Savette and Laffflore Paris offer new BAG designs from sustainable materials that include a new kind of customers.
“We have found that our girls are looking for pieces with calm self -confidence. They are tempting, but do not demand attention,” the co -founder of the horse SCOTT Hawkes told WWD. “You want quality, functionality and thoughtful design and are incredibly set to the values behind the products you have chosen. An independent aspiring label speaks more for your personality and values as loud branding in bulk.”
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According to Hawkes and Verafied’s founder Vera C, this new class of buyers is fed up with the repetition of cultural heritals and is more concerned with uniqueness, individuality and value companies.
“Luxury fatigue is very real and it is not just a question of the price. It is about repetition. If cultural stamps offer endless iterations of the same logo strict styles, the emotional effect is lost,” said Wang.
The report by the Assembly “New Code of Luxe” presented in April showed that consumer behavior patterns of millennials and gen z “challenge a long time [luxury] Industry assumptions – prioritization of experience, identity and meaning against exclusivity, craft and prestige alone. “
“Today’s consumers, in particular gen z and younger millennials, are not in love with the legacy of legacy’s will,” said Wang. “The attraction of iconic logos has reduced in a culture that appreciates authenticity about visibility. This generation is looking for brands that feel personally, intentionally and emotionally resonant. It is no longer about status; it’s about history, substance and self -expression.”
For Hawkes, it has an advantage to discover new manual brands that appeal to the new generation. “It is another way of pride to find a label that is aligned with its own values or aesthetics before the rest of the world feels. It feels more intimate and judgmental. It is fun to find something that is your own. I think that the people who have birkin with accessories and share that they have not taken so seriously.
After Spring 2025 luxury goods worldwide market study, presented by Bain and Altagamma on June 19th, luxury editions and TThe personal luxury goods segment has the first cooling in 15 years, except for the Covid 19 pandemic. “The data show that expenses for wellness, travel and experience in the restaurant will grow with more than double luxury goods,” said the authors of the report and added that “growth, wellness and adventure are increasingly prioritized for younger buyers before the accumulation of possessions.”
“Luxury shifts from something that is purely deeply personal. It is no longer just about costs or exclusivity. It is about meaning. People want to know how and why something was done. They want to feel something if they use it,” said Hawkes.
Hermès International swam against the wave and reported in February that sales in the leather goods category, including its Birkin and Kelly bags, rose by 21.5 percent in the fourth quarter of 2024.
“Birkin is undeniably iconic. It is a performance of design, craft and inheritance. But if something becomes a universal symbol of the status, it can start to lose its individuality,” said Wang.
According to a report by Bernstein, which is based on Agility Research and Strategy’s Jemestan study, President Donald Trump’s trade policy affects the thoughts and finances of the global elite, especially in the United States, the “deterioration in luxury expenses”. Brands of middle tones may have the option of reaching this output segment.
“The luxury becomes more fluent, democratic and I think this is a good thing. The rise of the aspiring brands has questioned the old guard to move with greater intentions, and the result is a more diverse, exciting industry. The future of luxury will not be about logos and will be important and will be handicrafts, originality and values,” said Wang.
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