“Nouveau Luxe”
LUXURY INSIGHTS | October 5, 2025
Timeless insights for luxury brands.
A few weeks ago I addressed the new ethos of luxury consumerism.
This week builds upon that, placing focus on a new framework in luxury marketing that deserves your attention…
01. INSIGHT
In luxury marketing, “Nouveau Luxe” refers to the new framework for affluent market segmentation that acknowledges the evolving nature of luxury consumers and the changing market dynamics.
This framework moves beyond the traditional view of luxury, which to the onlooker was centered around conspicuous consumption and material wealth. Instead, Nouveau Luxe recognizes the global shift in consumer values and reflects an understanding of the increasing demand for experiential, emotional, and meaningful luxury.
At its core, the Nouveau Luxe framework focuses on two key areas:
#1 It addresses the rise of new affluent consumer segments who prioritize luxury experiences, emotional engagement, and personal fulfillment.
#2 It reflects the cultural and digital shifts that influence how luxury is being perceived and consumed today.
In response, luxury brands are wise to do the following:
✓ Respond to the luxury consumer’s desire for authenticity and purpose by thoughtfully approaching brand communications, and product and service offerings.
✓ Focus on crafting unique experiences, building strong emotional connections, and adapting to the values of today’s affluent generations who seek a blend of exclusivity and inclusivity.
02. INSPIRATION
“The power has shifted to the customer and it’s not coming back.”
— Geoffrey Moore
03. INTENTION
Considering Nouveau Luxe is the new approach to luxury marketing, what do you need to do to respond accordingly?
Can you create new opportunities for brand involvement?
Can you nurture your audience in more meaningful ways?
Can you share more openly, transparently, and authentically?
Remember, luxury relies on emotional appeal.
Make it a phenomenal 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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