Form & Taste

Exclusivity

3 articles

A luxury boutique interior, once elegant, now crowded and commercialized with flashing digital screens, symbolizing the loss of exclusivity.
Brands

Luxury Brands Are Losing Exclusivity By Chasing Mass Appeal

The luxury industry, once a bastion of aspirational desire, shed 50 million customers in just the last two years.

Luca Bianchi·May 14, 2026
An exclusive luxury watch on a velvet cushion, with a blurred crowd reaching out in the background, symbolizing the tension between luxury and mass appeal.
Brands

Luxury brands chasing mass appeal risk losing their soul.

Audemars Piguet, a titan of ultra-luxury watches, will launch its 'Royal Pop' collection in collaboration with Swatch, a move that has sent ripples of concern through its exclusive collector base.

Luca Bianchi·May 12, 2026
An iconic Hermès Birkin handbag displayed under a spotlight in a luxurious boutique, symbolizing exclusivity and desire.
Brands

How Do Luxury Brands Create Exclusivity and Desire?

A basic 9.8-inch Hermès Birkin handbag now commands $11,400, a price recently boosted by 10% despite its already astronomical cost. This increase places the cost of entry for this iconic accessory fur

Oliver Dane·May 12, 2026