The Levers of Luxury Now is our field guide to staying rare in an age of overexposure — drawn from candid conversations with the strategists shaping today's premium brands.

What's inside

  • Why restraint, not opulence, is now the real signal of status
  • What investors actually look for before they'll back a brand — Eva Baczynska
  • How Gen Z decides what's culturally relevant, and what's already dead — Nicole Prefer
  • How heritage brands modernise without losing the plot — Max Reyner
  • Six strategies for protecting luxury, ready to use this quarter
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