The Rise of Timeless Value

Luxury fashion is undergoing a reset as traditional maisons lose relevance with younger, value-conscious shoppers. While legacy brands continue to raise prices and churn out seasonal collections, a new wave of labels has captured attention by offering premium design and craftsmanship at more accessible price points. Shoppers who once aspired to Chanel or Dior are increasingly drawn to brands like Toteme, TWP, and Studio Nicholson—names that combine luxurious materials with wearable, timeless silhouettes.

These emerging players have built momentum by rejecting the overproduction and trend-chasing of big luxury. Instead, they focus on “wardrobing,” curating core pieces designed to last season after season. Their positioning in the so-called advanced contemporary market strikes a balance: dresses, coats, and trousers still feel elevated, but they sell for hundreds rather than thousands of dollars. For many consumers, especially amid inflation and rising disillusionment with high fashion scandals, this middle ground represents smarter luxury—intimate, authentic, and aspirational without being out of reach.

The success of these brands also highlights shifting cultural values around consumption. Today’s shoppers want connection, transparency, and longevity in the products they buy. Many of these labels are women-led, emphasizing design with empathy for how people actually live, while maintaining high standards in fabric sourcing and campaign execution. By offering credibility without the elitism, they’ve blurred the once-rigid lines between luxury and contemporary fashion—and carved out a new profitable space that traditional luxury houses may struggle to reclaim.

For the professional beauty industry, the lesson is clear. Just as fashion consumers seek “smarter luxury,” beauty buyers are increasingly drawn to products that combine efficacy, thoughtful design, and prestige at an approachable price. Brands that lean into timeless, high-quality formulations—perhaps through limited hero products, sustainable packaging, or transparent ingredient sourcing—can capture this same sweet spot. By balancing aspiration with accessibility, beauty companies have an opportunity to build loyalty and resonate with a new generation of consumers who want more than a logo: they want lasting value.

Read more about "Luxury Has Lost the Plot — and These Brands Are Picking Up the Slack" on Business Of Fashion

The article linked above is owned by an external source, and iBeAuthentic is not affiliated with that company. Clicking the link will take you to their website, which may require a subscription to view. (Fun fact: AI helped us write this summary!)