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Luxury’s newest obsession doesn’t sparkle, scroll, or algorithmically optimize. It sits quietly on a coffee table until someone says, “Should we play?” From Miu Miu’s UNO deck to Bottega Veneta’s sculptural Jenga, Balenciaga’s Monopoly, Hermès' Backgammon sets, high fashion has entered the world of analog games, and it’s doing so with surprising precision. What appears at first as novelty merch is actually cultural strategy. Luxury is no longer satisfied with being seen; it wants to be...

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.

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.