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How Luxury Can Stay on Top as Every Brand Moves Upmarket
via Business of Fashion · May 28, 2026

How Luxury Can Stay on Top as Every Brand Moves Upmarket

As more mass market and premium brands push upmarket, luxury is differentiating by leaning into specificity, scarcity and culture-creating.

The Story

When Amsterdam-based art director and writer Zoe Yasemin was recently talking to her friend’s 14-year-old sister about fashion, she had a realisation.

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