April 12, 2024 - Brands such as Louis Vuitton are using AR to allow customers to virtually visualise products such as handbags in their own environment. This immersive technology creates a richer online shopping experience, enhancing the exclusive nature of the product. Where once luxury was defined by physical attributes, it is now evolving towards a virtual dimension, where experience and personalisation are at the heart of the new codes.

August 12, 2024 - The category of coded luxury is ruled by cashmere labels such as Brunello Cucinelli, Loro Piana and manufacturers of timeless leather goods like Bottega Veneta and The Row. These brands are marketed and reserved for those in the know, and their ...

September 6, 2022 - London’s best-kept coded fashion secret, Joseph, is where luxury essentials meet the modern wardrobe. We especially love the brand’s integrity to highlight emerging and iconic designers that follow their like ethos of luxury fashion in a simple way, through its continuation of ‘concept stores’ where the brand celebrates designers of all calibers and unique styles.

October 21, 2022 - His most popular TikToks describe the elusive world of coded luxury and why the wealthy are obsessed with it. Gross discusses brands like Brunello Cucinelli, Loro Piana and The Row, and how their unassuming designs appeal to the wealthy.

January 5, 2022 - With this move, Bottega seems to be making a return to a more quiet existence—and pursuing a re-entry to the world of coded luxury, a category currently ruled by labels like Loro Piana, Brunello Cucinelli, and The Row.

March 2, 2021 - By signing transgender model Teddy ... agile and in step with the disruptive new codes. ... They’re already doing it. LVMH backed Rihanna’s Fenty brand, which is shaking up the beauty business. That was a smart move! But luxury is no longer the sole prerogative of luxury brands, ...

July 15, 2022 - For example, Louis Vuitton’s bags with leather reinforced corners and removable key bell are instantly recognisable, even without logos. The same goes for Chanel’s iconic bags which feature a Turnlock, interlaced chains, and quilted stitching.

August 26, 2025 - With the creative touches employed on Louis Vuitton’s QR code — the bright purple color, LV’s classic brand patterns, and the cute Panda from Murakami’s characters — LV and Murakami smoothly redefined how people use barcodes.

January 7, 2025 - The traditional markers that many associate with luxury – including high prices, prominent logos, and heritage - are no longer sufficient to guarantee success. Instead, brands must adapt to a new set of codes that prioritize extreme value creation, compelling storytelling and deep consumer ...

Brands build their luxury status and earn international recognition through brand storytelling which builds the links between their different products and gives an idea of a complete lifestyle. These stories are communicated through a complex system of codes or signals: present in almost every product, these signals give the impression of a complete environment.

April 30, 2016 - Branding of luxury goods is at its best when it, too, looks beyond the surface of wealth and opulence. Here are four ways that luxury brands are bringing captivating, artful and even surprising stories to the fore – and reaching new buyers in the process. These are outstanding examples of the new luxury codes.

Quiet luxury seems to be louder than ever! But what exactly is it? And, most importantly, is it good or bad news for sustainable fashion? Let’s start from the basics (excuse the pun). Also known as “coded luxury” or “stealth wealth”, quiet luxury is about enjoying elegant and sophisticated clothes that are more expensive due to their premium materials and craftsmanship—not a flashy design or logo.

March 15, 2023 - Fundamentally, brands are grappling with the need to be simultaneously loud and quiet, Ahmed observes. “Logomania had an extravagance to it, or a sense of superiority. Now, there's a greater subtlety and elegant sensibility that demonstrates a person's cultural astuteness, which reflects the mood of the times. There are a lot of non-graphic motifs and house codes that are identifying garments and brands without the need for the logo to be plastered all over it.”

October 28, 2025 - We are a one-of-a-kind luxury studio where a boutique advisory meets an academy. We decode trends and the mindset just as expectations of luxury clients. We develop strategies to elevate, (re)position the brand tailored to its unique brand code. Always with zeitgeist and cultural relevance, never abandoning traditional codes.

May 12, 2023 - The labels that fall under this category are instantly recognisable with visible brand markings and a more experimental design approach: Moschino, Balenciaga and Gucci to name a few.

March 15, 2023 - Fundamentally, brands are grappling with the need to be simultaneously loud and quiet, Ahmed observes. “Logomania had an extravagance to it, or a sense of superiority. Now, there's a greater subtlety and elegant sensibility that demonstrates a person's cultural astuteness, which reflects the mood of the times. There are a lot of non-graphic motifs and house codes that are identifying garments and brands without the need for the logo to be plastered all over it.”

October 16, 2023 - While leading purveyors of understated luxury like Loro Piana and Brunello Cucinelli have long enjoyed strong growth, these labels have been outliers in a sector where ultra-visible brands with flashy logos and splashy marketing budgets have squeezed rivals for market share. As the decline of officewear and department stores also pinched more formal brands, a fashion cycle of “logomania”—which blended the codes ...

June 11, 2024 - Search articles, brands and more...Search for articles, brands, profiles and more...

July 9, 2024 - Vero’s exploration of cultural nuances and insights reveals a deep understanding of the region’s luxury landscape, unveiling four emerging codes of luxury—Selfhood, Legacy, Betterment, and PlayFullness— each driven by different consumer ...

July 8, 2020 - Using our unique 6Ps approach, we've helped brands to engage, delight and serve across the 6 pillars of their business - Purpose, Personality, People, Place, Process and Product. You could argue that luxury has always been about experience - access to exclusive events, white-gloved service, customisation while you wait, and extravagant gift wrapping. These and others like them have become the luxury codes ...