ABSTRACT
This chapter looks at future challenges and opportunities for luxury brands and sustainability. It begins with a list of the next generation of remarkable designers and features an interview with LVMH Prize winner Ed Mendoza, who shares insights about his work, as well as an interview with sustainability activist Besma Whayeb. The chapter presents keys for future brand success such as the application of the 4Ds of the new marketing mix: design, desire, digitalisation, and diversity. It stresses the need for luxury brands to innovate and cross boundaries by exploring genres such as streetwear and subcultures, as well as a digital landscape. However, here the term metawashing shines a critical light on the dubious and unsustainable nature of the practice as it stands now. Sustainability Note 8 is an homage to the ability of luxury to sustain any crises, wars, pandemics and scandals and continue on.
