Marketing in 2026 isn’t about visibility or persuasion; it’s about eligibility. As AI reshapes discovery, price becomes a strategic signal, and luxury shifts from status to certainty, brands are forced to operate beyond awareness. The winners won’t be the loudest, but the ones that make sense, culturally, economically, and emotionally.

Luxury rarely survives routine. Burberry’s ubiquity crisis showed how visibility can strip a brand of its codes. Its comeback was quiet: heritage, function, weather, movement. Less hype, more legibility. In an era of performance-driven luxury, Burberry proved that coherence can feel more radical than reinvention.

An emerging wave of 17 AI startups is reshaping fashion’s future — from design and supply chains to personalised shopping and smarter pricing. With over $400M raised in five years, these companies are solving real industry pain points and moving faster than big tech. The next era of fashion will belong to brands that embrace these tools with intention.

RAINS doesn’t chase attention; it creates an atmosphere. Rooted in rain and restraint, the Danish brand turns functional design into lived experience through tactile storytelling, cinematic retail, and intentional slowness. From city streets to living spaces, RAINS proves that quiet consistency can build a world people want to step into.

Fashion has become so focused on spectacle that it’s forgotten the power of simple, human joy. Moncler’s De Niro–Pacino campaign proved that warmth, chemistry and authenticity can outperform the flashiest productions. In a world tired of noise, the brands that spark real emotion will be the ones audiences remember.

Luxury’s always-on marketing machine is backfiring. Endless celebrity campaigns, collaborations and cultural tie-ins have created a blur of sameness, leaving brands overexposed and audiences tuning out. The future belongs to those who trade noise for clarity — and rebuild desire through distinct, intentional storytelling.

Influencers are speaking out — and audiences are siding with them. Neelam Ahooja’s breakup with The Row signals a new era where creators hold cultural power, financial independence, and zero fear of calling brands out. In 2026, trust beats control, and brands must evolve fast to stay relevant.

Fashion brands are facing a defining choice: embrace AI or stay firmly human. As Aerie doubles down on authenticity and others experiment with AI-driven creativity, the industry’s future is being shaped by transparency, identity, and intention. In 2026, how brands use — or refuse — AI says more about their values than their visuals.

Black Friday isn’t dying — it’s transforming. Shoppers feel anxious but are still spending, just far more selectively. Blanket discounts no longer excite; clarity, curation and real value do. In a split economy where the wealthy keep buying and everyone else tightens up, brands win by making their worth unmistakable. This is the era of the selective shopper — and the smarter brand.

2025 was the year luxury fashion hit reset. Mega mergers, creative-director shake-ups, hyper-local storytelling, AI-powered marketing and a split-screen economy reshaped everything. Big houses got bigger, independents fought harder, and consumers demanded real value over noise. A serious year — and a defining one for what comes next.

Dior celebrates the 10th edition of the Lady Dior Art Project with ten global artists reimagining the iconic handbag through their own creative lens. This year introduces a dedicated Dior Talks podcast season, offering deeper insight into each artist’s process. Blending art and fashion, the project showcases fresh perspectives, experimental techniques, and the power of giving rising talent a new canvas to create on.

Jaguar’s rebrand embraces bold design, creativity, and electric luxury to captivate a younger, progressive audience. Bold or risky? You deci