The New Luxury




  • Defining the new luxury

    Concept explorations based around the idea of an hypothetic brand campaign and brand world of an imaginary luxury brand. 

    Bold, fearless, rebellious, loud and unapologetic, breaking up with the old aesthetics of luxury and expressing the values of those creative and inspiring people who won't be hammered down, those who don't follow culture but invent it, those who disrupt and create their own world, those who lead the way.

























































  • Instagram story episodes






  • Users would be invited to generate their own posters















  • Launch Event