"Luxury is contingent: it depends on what society assumes to be 'beyond' the expected" (McNeil, R. 2017)
"Technology driven fashion and brand subversion are the new cornerstones that represent a multifaceted luxury consumer" (LS:N Global, 2016)
My dissertation named ‘Rediscovering Luxury’ was about the evolution of luxury and its consumers. After research showed that the luxury sector was struggling, on a global scale with either single digit growth figures or no growth at all. It seems that luxury consumers are spending their money elsewhere. Investigation into luxury consumer traits and habits found a new “anti” luxurian tribe. Who are no longer interested or exited by traditional methods of luxury. Instead seek luxury in less obvious more exclusive garments and even experiences.
Following this then came the creation of Åtta or ‘Eight’ in Swedish. A Scandinavian inspired concept for a capsule collection brand that launches 4 times a year. Each time with a different collaborating artist, to bring back authenticity and exclusivity of real 21st century luxury. This project consisted of a full business plan, Marketing 360 and website design.