The future of luxury took centre stage at the inaugural Vogue Business Global Summit, which was held in the beautiful Villa d’Este in Lake Como on 27 and 28 May. Alongside keynote speeches discussing growth, the role of the creative director and the new era of luxury, the conference featured five panel conversations. These focused on the intersections between art and fashion, as well as fashion and sport, the psychology of shopping, elevating the online experience, and the redefining of the global luxury map. Read on for the main lessons from each.
Cultural cachet: The ‘new’ currency of luxury
Luxury and culture have long been intertwined, but in recent years, brands’ pursuits for cultural capital have intensified. No longer content simply supporting the arts, brands want to become a part of culture: to be referenced in films, spotlighted in exhibitions and embedded in the broader cultural imagination. In this panel, cultural strategists debated the pros and cons of combining these two worlds, and what it takes to forge successful collaborations.
