Luxury, once characterised by solemnity—grand, silent, and untouchable—embodied status over sentiment. Polished stone, muted palettes, and solemn formality signaled exclusivity and prestige. However, today’s luxury landscape is undergoing a profound transformation. Contemporary consumers seek authenticity, narrative richness, and brands that embrace a lighter, more personable identity. They want brands full of caracter that don’t take themselves so seriously.[1][2]
Iconic brands like Fendi and Louis Vuitton, alongside innovative furniture makers such as BD Barcelona, are partnering with playful and imaginative designers. Visionary architects like Bjarke Ingels and designers like India Mahdavi are reinventing high-end spaces by infusing them with vibrant color, wit, and personality.[3][4] This new luxury maintains refinement but now radiates warmth and approachability—it smiles back.
An emblematic example is Chanel’s Spring Summer 2026 show by Bureau Betak, reimagining Paris’s Grand Palais as an otherworldly runway, transporting audiences on a cosmic journey and redefining the spectacle of luxury fashion.[5][6]
“a runway that’s truly out of this world”
This evolution reflects a broader cultural shift—luxury as an expression of joy, creativity, and connection, rather than merely an emblem of power or restraint. The new face of luxury balances sophistication with playfulness, tradition with innovation, and exclusivity with inclusivity, shaping a new era for luxury.
Image: Chanel’s Spring Summer 2026, Grand Palais, Paris. Designed by Bureau Betak. © Chanel.
[1] Decoding True Luxury: Why Authenticity Reigns Supreme
[2] Luxury Brand Storytelling: Crafting Narratives That Resonate
[3] Fendi vs Louis Vuitton: Which Brand Has Better Quality?
[4] India Mahdavi Brings Vibrancy to One High Line’s Design
[5] Constellation of Floating Orbs Illuminates Chanel SS26 Show
[6] Why Are Bureau Betak’s Set Designs Taking Over Fashion?
THE ARCHITECTS OF WIT 