Connecting Luxury With Culture

LUXURY INSIGHTS | November 9, 2025
Timeless insights for luxury brands.

As I write this, my husband and oldest daughter are relaxing on our sofa watching a classic movie from the ‘90s. 

Between typing and sipping hot tea, I cannot help but reminisce on ‘90s life and how the era’s culture shaped consumerism.

And, since last week’s Newsletter touched on the need for luxury to transform as a result of current culture, it seemed like the perfect moment to delve deeper into the connection between luxury and culture. 

01. INSIGHT

Luxury and culture are deeply linked in several ways, most noticeably in terms of heritage, craftsmanship, and storytelling. This is because for a brand to be truly desirable it must be rooted in cultural significance, personal identity, and shared values. 

And, since the luxury industry serves as a benchmark for human desire, luxury shapes and is shaped by culture. 

This is why luxury brands are smart to incorporate culture into their narratives. Doing so appeals to consumers who seek meaningful experiences and positions luxury brands as both guardians and innovators of culture; simultaneously elevating cultural heritage and engaging contemporary cultural expressions, to maintain relevance and emotional connection.
Through heritage, art, innovation, and community, luxury brands become part of the fabric of society, as well as play a role in cultural evolution.

02. INSPIRATION 

“Money fuels the luxury engine, but is not the engine;
the engine is the recreation of vertical hierarchy or social stratification.”

— Jean-Noël Kapferer

03. INTENTION

How can you more clearly showcase the connection between your brand and the culture that defines it?

By connecting the dots for consumers it will be easier for your brand to cultivate a following.

Remember, luxury and culture are both fueled by desire.

Make it a fabulous week,

Luxury Brand Communications Strategist
Creator & Author of Luxury Insights 

ABOUT THE AUTHOR

Camilla Carboni is the silent partner behind many of the world’s most sought-after brands. She offers Luxury Brand Consulting, Auditing, SEO, and Copywriting to established and emerging luxury brands across the globe.

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