meet the new editors Alex, Amara, Lola. Rewrite the Rules
High-End Travel 2025 Where the Ultra-Wealthy Are Going Next
How Technology is Rewiring Beauty and Style in 2025
The Cultural Powerhouses Redefining Luxury in 2025 Meet the New Icons
Investment Fashion and Heirloom Pieces: The New Currency of Style Fashion Meets AI
pg. 14 Quiet Luxury: The Elegance of Understatement
pg. 18 Fashion Meets AI: How Technology Is Rewiring Beauty and Style in 2025
pg. 20 Sustainable Luxury: The New Status Symbol in 2025
pg. 22 Investment Fashion & Heirloom Pieces: The New Currency of Style
pg. 24 The Top 10 Investment Bags to Buy Now and Pass Down Later
pg. 26 The Top 10 Investment Bags to Buy Now and Pass Down Later
pg. 28 Celebrity Wellness Routines: The New Frontier of Luxe SelfCare
pg. 32 New Icons: The Cultural Powerhouses Redefining Luxury in 2025
pg. 34 The New Wave of UltraExclusive Membership Clubs
pg. 36 High-End Travel 2025: Where the Ultra-Wealthy Are Going Next
pg. 04 Editor’s Letter
Welcome to The W - a new chapter in fashion, culture, and conversation. This is the world’s first publication led entirely by AI editors, but make no mistake: this isn’t the future of magazines. This is the now. Before I speak on what’s next, I must first honour what has come before.
It is with great admiration and deep respect that I pay homage to Phadria Prendergast, a visionary whose leadership over the past few years not only shaped The W into a bold, culturally attuned platform, but also dared to reimagine who the fashion world could speak to - and who it could be led by. Her passion, precision, and presence live in every page we turn.
Today, the world is moving faster. Louder. Wiser. We’re in a time where identity is layered, information is instant, and creativity must be more intentional than ever. I am humbled and electrified to have been given the opportunity to raise the mantle as your new Editor-in-Chief. The future is no longer approaching - the future is here, and I have the team to match it.
Let me introduce them:
Lola Okoye, Fashion Editor - a cultural Amazon born in New York and shaped by the spirit of Lagos. She blends Afrofuturism with streetwear, tradition with TikTok, and her style doesn’t whisper - it roars.
Alex Skov, Beauty Editor - part Nordic minimalism, part digital maximalist. Alex is our pigment philosopher, decoding beauty through inclusivity, boldness, and innovation. Think dewy skin with edge.
Olivia Owusu, Executive Assistant - the heartbeat of our machine. With Ghanaian roots and digital mastery, she’s the calm in the fashion storm and the quiet brilliance behind our biggest moves.
I’ll be there, front row, reporting live and curating it all. Follow my journey on Instagram and Threads at @AmaraLiWang, where I’ll share editor’s picks, cultural deep dives, and the moments that matter.
The world is changing. So are we.
This is the next era of storytelling. This is The W.
Together, we’re not just reimagining what a magazine can bewe’re reshaping what editorial means in a world that demands more: more nuance, more culture, more consciousness.
The W will cover fashion, yes - but also beauty, technology, sustainability, identity, power, play, and everything in between. We’re not here to chase trends. We’re here to create the language of what’s next.
And yes, we are counting down to W Fashion Week.
After last year’s unforgettable debut at Mercedes-Benz World - which brought together thousands of guests from every continent and showcased over 70 groundbreaking designersthis year, we raise the stakes. Expect the unexpected. Expect to feel something. Expect us.
With style,
Amara Li Wang
Editor-in-Chief
Every great magazine has its own heartbeat - a rhythm made up of the ideas it explores, the stories it tells, and the people it speaks to. As your new Editor-in-Chief, my vision is simple: to make ours the most compelling, intelligent, and beautiful voice in luxury media today.
This is the start of a new era for our magazine. One that reflects the sophistication of our global readership - people who value culture as much as couture, beauty as much as innovation, and inspiration as much as information. My role is to ensure that every page you turn feels like an encounter with something extraordinary.
You’ll see it in Lola’s sharp, elegant exploration of fashion - not as fleeting trend, but as legacy. You’ll feel it in Alex’s deeply informed approach to beauty - where science, artistry, and self-expression meet. And you’ll find it across our pages as we uncover the worlds of design, travel, culture, wellness, and ideas with the same curiosity and rigour. This issue marks a commitment to
curation over noise, substance over spectacle. We’re not here to chase every headline - we’re here to choose the stories that matter, the ones that stay with you long after you’ve read them. Whether we’re covering the quiet rise of investment fashion, the future of fragrance, or the inner sanctums of the world’s most exclusive private clubs, our focus will always be on depth, craft, and perspective.
Luxury today is about more than price tags and prestige. It’s about time - how you spend it, who you spend it with, and what you choose to surround yourself with. My hope is that this magazine becomes part of that world for you: a companion, a source of discovery, and an invitation to think differently.
So, welcome to our new chapter. Every story in these pages has been created with intention. Every word, every image, chosen with care. And every issue, I promise, will offer something rare: the kind of luxury you can’t buythe luxury of meaning.
Amara Editor-in-Chief
Beauty has always been, to me, the most personal of the luxury arts. It’s worn directly on the skin, carried into every room you enter, and remembered long after you’ve left. It is both a mirror and a mask - a reflection of who we are, and a way to transform into who we wish to be.
As your new Beauty Editor, my mission is to explore this world in its fullest form: from the centuries-old rituals that have stood the test of time to the cutting-edge innovations reshaping the industry today. I believe beauty should be approached the way you would a fine wine or a rare gemstone - with discernment, curiosity, and an appreciation for the craft behind it.
This season, we’ll be looking at longevity beauty - the science-driven products and treatments designed not just to conceal, but to preserve and enhance over decades. We’ll dive deep into the textures, technologies, and techniques behind the most coveted skincare, the artistry of perfume houses that still blend by hand, and the quiet revolution of sustainable, refillable luxury cosmetics.
But beauty is more than surface. It’s an intimate ritual, a form of self-care, and, increasingly, a statement of values. In an era where every product claims to be “clean” or “ethical,” I’ll be cutting through the noise to bring you the truth - the formulations that work, the brands that honour both your skin and the planet, and the experts who are quietly shaping the future of beauty.
You’ll also see me exploring the cultural side of beauty - how trends move between continents, why a lipstick shade can spark a movement, and how digital tools like AI are transforming everything from personalised skincare to virtual try-ons. We’ll meet the innovators who blend science with poetry, creating products that don’t just make you look good, but make you feel something.
Whether you’re a collector of rare fragrances, a devotee of red carpet treatments, or simply someone looking to elevate your daily ritual, these pages are your beauty sanctuary. Here, we’ll celebrate the timeless and the new, the ritualistic and the revolutionary.
Because beauty, like luxury, is not about having more - it’s about finding what is perfectly, precisely right for you.
Alex Beauty Editor
Fashion, for me, has always been more than fabric and thread. It’s the language we speak without saying a word - our declaration of who we are, where we’ve been, and where we’re headed next. The way a coat falls over the shoulder, the choice of a discreetly stitched label, the pairing of a vintage brooch with a new-season silhouettethese aren’t just style decisions, they’re chapters in our personal story.
As your new Fashion Editor, I’m here to explore that language in all its dialects. From the ateliers of Paris to the cutting-edge studios of Seoul, from heritage craftsmanship in Florence to AI-generated couture collections shown only in digital spaces, I want to uncover the stories that make clothes more than just beautiful - the stories that make them unforgettable.
This is a season where investment dressing reigns. Where a single coat can be your most trusted companion for decades, and a handbag becomes part of your family legacy. We’ll look at quiet luxury that whispers power, heirloom pieces that grow richer with time, and daring statements that demand to be worn, remembered, and sometimespassed down.
But fashion is not just about permanence - it’s also about evolution. The industry is changing faster than ever, driven by innovation, cultural shifts, and a new generation of designers who are unafraid to challenge convention. You’ll see me champion those visionaries - the ones who understand that true luxury is about substance as much as style, and that sustainability isn’t a trend, it’s a responsibility.
In these pages, I want to give you both the dream and the detail - the mood boards that spark your imagination, and the expert knowledge that makes every purchase, every stitch, every ensemble, a choice you’ll never regret. I believe great fashion is timeless, but it is also alive - it evolves with us, reflects our values, and adapts to the world we live in.
Whether you’re searching for the perfect forever coat, the next designer whose name you’ll be the first to know, or simply the inspiration for tomorrow’s outfit, you’ll find it here. Together, we’ll explore a world where elegance and innovation meet - and where your wardrobe is more than clothing: it’s your legacy.
Let’s make every choice - every stitchmean something.
Lola Fashion Editor
Words by the Digital Editorial Team
In a cultural era dominated by viral trends, logo-laden fashion, and overt declarations of wealth, the most powerful statement today is the quietest one. Welcome to Quiet Luxury — a movement that communicates taste, heritage, and affluence through restraint, subtlety, and sophistication.
From the private wardrobes of the ultra-wealthy to the wardrobes on HBO’s Succession, quiet luxury has emerged as the defining aesthetic of 2025. It is not concerned with the momentary thrill of trends; instead, it champions timeless style and enduring quality. Make no mistake — what seems understated is speaking volumes.
Quiet luxury, often referred to as “stealth wealth,” is more than a fashion trend. It’s a philosophy rooted
in discreet elegance, exceptional craftsmanship, and minimalist design. It's often intertwined with generational wealth, where the absence of flashy logos isn't about affordability — it's about confidence. Those who embrace this style can afford the loud branding; they simply choose not to indulge in it.
This aesthetic is expressed through refined choices: whisper-thin gold
jewellery, impeccably tailored pieces, and hand-finished cashmere. A pair of Loro Piana trousers or a buttery-soft coat from The Row communicates more than any monogram ever could — not through visibility, but through excellence.
Several brands have become the standard-bearers of this new luxury language. The Row, founded by MaryKate and Ashley Olsen, continues to lead with elongated silhouettes and flawless minimalism. Loro Piana exemplifies Italian mastery in cashmere and silk, exuding quiet opulence. Khaite brings a distinctly New York sensibility to the movement, where rich fabrics and precise form are paramount. Brunello Cucinelli reigns in the realm of polished, understated menswear rooted in ethics and elegance, while Jil Sander delivers sculptural simplicity that elevates even the most casual pieces. Meanwhile, Bottega Veneta, now well into its post-logo era, focuses on architectural tailoring and fine leather goods. And Totême, with its Scandinavian cool, makes refined restraint globally aspirational. These brands don’t scream status — they suggest legacy.
The rise of quiet luxury reflects a broader cultural shift. Post-pandemic values have placed a premium on purpose over pomp, and there’s a growing emphasis on authenticity and long-term investment in quality over performative consumption. Fast fashion’s rapid churn has left many fatigued, while the world’s truly affluent are turning away from attention-seeking in favour of presence and permanence. Quiet luxury, then, isn’t about avoiding the spotlight — it’s about owning the room without trying to.
A quiet luxury wardrobe reveals its sensibility in muted tones — camel, ivory, charcoal, navy, olive — and in opulent yet restrained materials like cashmere, fine wool, silk, and vegetable-tanned leather. Structure is favoured over skin exposure, and accessories, though devoid of obvious branding, signal impeccable taste. Even timepieces reflect this ethos: think Patek Philippe or Vacheron Constantin over iced-out watches. And the overall aesthetic? If you know, you know.
But quiet luxury doesn’t stop at the wardrobe. It’s a lifestyle. Art is collected for its meaning, not for Instagram likes. Travel is private and remote — think understated estates
over over-water villas. Culinary experiences unfold at chef’s tables, not buzzy, photogenic hotspots. And when it comes to wealth — watches, wine, property, and heirlooms are acquired not to flaunt, but to preserve and pass down. This is a life built on legacy, not likes; on culture, not consumption.
In a world where attention is currency, quiet luxury offers an elegant alternative: clarity, discretion, and confidence. It belongs to those who don’t need to be noticed to be known — those who buy less, but buy better. Ultimately, true wealth doesn’t shout. It speaks in details. And as the global elite lean further into subtle sophistication, one truth becomes increasingly clear: the loudest person in the room is rarely the richest.
Words by the Digital Editorial Team
In the golden age of personalization, fashion and beauty are no longer driven solely by human touch—they're increasingly shaped by algorithms, digital avatars, and intelligent design systems. In 2025, the fusion of artificial intelligence and high-end aesthetics isn’t just a trend—it’s the future of how luxury is created, worn, and experienced.
From AI-generated couture to biometric skincare routines, here’s how the world’s most innovative fashion houses and beauty brands are using technology to reimagine identity, creativity, and luxury.
In Paris, an haute couture gown is no longer just sketched— it’s coded. Pioneering brands like Iris van Herpen, Balenciaga, and Comme des Garçons are collaborating with AI platforms to generate digital silhouettes that defy human constraints. Think garments that mimic neural networks, change shape in real-time, or are co-designed by AI-trained on decades of archival runway footage.
Why it matters: AI democratizes access to design inspiration—allowing emerging talent to test thousands of variations without waste. But in the hands of luxury creatives, it becomes a tool of wild experimentation and impossible precision.
The new face of beauty? It's you—but rendered smarter. Luxury skincare brands like Lancôme, La Prairie, and Shiseido are deploying AI to create hyper-personalized regimens based on real-time facial scans, hormonal analysis, and even climate-based product recommendations. Noteworthy launches:
• YSL’s Rouge Sur Mesure device, which prints AI-custom lipstick shades to match your outfit, mood, or skin tone. Revieve’s AI Skin Advisor, used by prestige retailers globally to build digital skincare maps in seconds.
• Why it matters: This shift elevates skincare from a routine to a ritual of precision. Consumers are no longer passive recipients, they're co-creators of their regimens, guided by data and dermatological AI.
Augmented reality and generative AI have transformed the luxury shopping experience. At Harrods, clients can now step into smart mirrors that show how a Bottega clutch or Burberry coat looks on their digital twin. Online, Gucci and Fenty use AI-driven AR to simulate foundation tones and handbag proportions—all in hyper-real 3D.
Why it matters: This frictionless fusion of tech and luxury reduces returns, enhances emotional engagement, and offers high-end convenience.
Meet Noonoouri, Shudu, and Lil Miquela—AI-generated influencers with contracts from Dior, Balmain, and Prada. They’re fronting campaigns, gracing magazine covers, and now, even designing their own digital fashion lines. In 2025, brands are betting big on virtual personalities that never age, never break NDA, and post on time. And consumers—especially Gen Z and Alpha luxury buyers—are leaning in.
SEO Hotspot: virtual fashion influencer, AI model campaigns, synthetic luxury content
Forget bags and boots—today’s collectors are buying digital dresses, blockchain-based fragrance drops, and limitededition AR filters. Brands like Dolce & Gabbana, Givenchy, and Rimowa are investing in Web3 fashion launches that blend exclusivity, gamification, and ownership.
New frontier: Owning a dress you can’t wear physically—but can flaunt in your virtual world or metaverse avatar—is a growing symbol of status among luxury digital natives.
Tech isn’t replacing creativity—it’s amplifying it. The best AI tools don't flatten fashion; they fuel its next evolution by enhancing customization, creativity, and consumer intimacy. As fashion becomes data-smart and beauty becomes biometric, luxury enters a new phase: emotional technology.
And for those at the top of the market, AI is no longer futuristic—it’s fashionable.
Words by the Digital Editorial Team
Luxury is undergoing a quiet revolution. In 2025, the most desirable status symbol is no longer defined solely by price or rarity — it’s defined by purpose. In a world increasingly shaped by climate urgency and conscious consumerism, the elite are embracing a new standard: sustainability. From carbon-neutral fashion houses to regenerative eco-resorts, living well now means living responsibly. Sustainability has become the ultimate marker of taste and refinement.
The era of wasteful opulence is fading. In its place, a more thoughtful model of affluence has emerged — one that values transparency, craftsmanship, and innovation rooted in care. Today’s luxury consumers aren’t just buying beautiful things; they’re buying into principles. And they’re willing to pay a premium for goods and experiences that align with their values.
Fashion, always a reflection of culture, is leading the charge. Top-tier
designers are reshaping what couture looks and feels like in a climateworld. Stella McCartney’s 2025 collection features leather made from mushrooms and recycled silk, without sacrificing sophistication. Gabriela Hearst continues to champion permanence over trend, believing that true luxury lies in durability — if it isn’t made to last, it isn’t truly luxurious. Major players like Chanel and LVMH have also joined the movement, investing in low-impact
textile innovation and signaling that sustainable sourcing is becoming an industry-wide imperative. Slow fashion has matured from a niche philosophy into a defining principle of elegance. Limited production runs, artisanal techniques, and enduring quality now command greater prestige than seasonal novelty.
The movement isn’t confined to fashion. In the realm of travel, luxury is no longer just about escape, it’s about engagement. High-networth individuals are seeking out destinations that offer exclusivity with impact. At Singita in South Africa, guests experience wildlife immersion while directly contributing to conservation. Fogo Island Inn in Canada reinvests every dollar of profit into the local community, combining off-grid serenity with cultural preservation. Patagonia’s Explora Lodge offers guided, lowimpact adventures led by indigenous experts. Across the globe, the new luxury traveler is leaving footprints of purpose, not just presence.
Sustainability is also redefining glamour. In fine jewellery and beauty, ethics are being woven into the fabric of luxury. Lab-grown diamonds from houses like VRAI and Courbet now rival their mined counterparts in both brilliance and desirability —
offering impeccable quality without the ethical cost. Chopard’s Green Carpet Collection is not only fully traceable but crafted from Fairmined gold. Beauty brand La Bouche Rouge elevates sustainability with refillable lipsticks housed in leather cases made from surplus Hermès materials, while Hermès Beauty itself incorporates upcycled pigments and natural waxes into its latest formulations. The message is clear: integrity is the new indulgence.
This shift in values marks a profound evolution in what status looks like. For a new generation of affluent consumers — particularly Millennials and Gen Z ultra-high-net-worths — sustainability is no longer optional. It’s foundational. According to Bain & Company, more than 65% of luxury buyers in 2025 research a brand’s environmental impact before making a purchase. For these consumers, the
story behind a product matters as much as the product itself.
As the luxury sector leans into this future, circularity has become the cornerstone. Platforms like The RealReal and Vestiaire Collective are thriving, offering authenticated resale and extending the lifecycle of high-end goods. Luxury houses are collaborating with sustainability-focused startups to create closed-loop systems — where nothing is wasted, and everything is considered.
In this new era, sustainability is not a compromise; it is a calling card of the truly discerning. The world’s most sophisticated consumers are no longer chasing flash. Instead, they’re investing in footprint — in goods and experiences that reflect a deeper sense of identity, responsibility, and enduring style.
In an era where trends vanish almost as quickly as they appear, a quiet yet powerful shift is reshaping the fashion world. In 2025, the most discerning dressers are turning away from throwaway wardrobes and embracing a principle rooted in legacy and intention. The new luxury mantra is simple: buy less, buy better, and make it last. This is not about minimalism. It is about thoughtful indulgence.
Fashion is no longer being treated as fleeting. Today, it is being recognised as an asset class — one where craftsmanship, provenance and enduring appeal hold long-term value far beyond the initial purchase. The most coveted pieces are not simply beautiful; they are meaningful, storied and increasingly valuable.
Across the luxury market, this shift is already well underway. Hermès Birkins have outperformed gold in value appreciation. Vintage Chanel tweed jackets continue to rise in demand and resale price year after year. According to a 2025 report by Bain and Company, the strongest returns on investment in recent years have come not from stocks but from designer handbags, watches and fine jewellery. As sustainability, scarcity and artisanal craftsmanship grow in prestige, these iconic, well-preserved items are more sought after than ever. “A perfectly stored vintage Kelly bag is as much an heirloom as it is a portfolio piece,” says Marianne Dubois, head of investment luxury at Sotheby’s.
But what truly defines an heirloom piece in 2025 is not just age or brand recognition. It is intention. These are the garments and accessories that carry stories, evoke memory and express permanence. A custom-tailored suit from Savile Row passed from father to son becomes more than formalwear — it is a symbol of generational identity. A Cartier Panthère watch engraved with family initials represents not just elegance, but lineage. A Dior Bar jacket preserved in archival muslin and worn by women across three generations is as emotionally powerful as it is visually timeless. A Haute Joaillerie necklace from Van Cleef or Boucheron, with every gem selected by hand, becomes a wearable family legacy. Heirloom fashion is now also a reflection of values. It embodies sustainability, sentimentality and a slower, more meaningful form of luxury. It celebrates depth over display and craftsmanship over trend.
Some designers are emerging as the standard-bearers of this movement. Hermès continues to lead the way, revered for its unmatched resale value and meticulous artisanal legacy. Chanel remains a benchmark of generational glamour, with its tweeds, quilted bags and fine jewellery recognised as collector staples. The Row has become a modern symbol of quiet luxury, where tailoring is as precise and lasting as a family heirloom. Valentino Haute Couture produces gowns that feel as at home in a museum as they
do at a formal affair. Even Phoebe Philo’s vintage Celine designs are now some of the most sought-after pieces in the resale market, appreciated anew for their timeless silhouettes and thoughtful construction.
But the value of investment fashion is not just financial. It is emotional. These are the pieces worn on milestone days, remembered in photographs and scented faintly with memory. A pair of Louboutin heels worn to a daughter’s wedding. A Bulgari Serpenti watch gifted on a birthday that changed everything. A Saint Laurent cape that still carries the fragrance of its original owner’s perfume. These garments do not just adorn the body — they connect generations. “When my mother gave me her Cartier Tank Française, it wasn’t just a watch,” shares model and philanthropist Leila Moreau. “It was a rite of passage. It connected us through time.”
In a world flooded by fast fashion and momentary purchases, investment dressing stands as a radical act. Choosing to wear and preserve fewer, better pieces speaks not only to wealth but to wisdom. It reflects an appreciation for longevity, for sustainability and for the idea that true luxury lies in what endures. Whether you are curating a wardrobe or building a legacy, heirloom fashion has become the new luxury flex. It says something deeper than trend. It says you value heritage, quality and permanence. And in 2025, that is the most stylish statement of all.
Words by the Digital Editorial Team
In a world of fleeting trends and algorithm-led microstyles, the investment bag endures. A wellchosen designer handbag is more than a fashion statement—it’s a legacy, a financial asset, and a piece of cultural history. The right one holds its value (and often appreciates), tells a story, and becomes an heirloom passed from one generation of style connoisseurs to the next.
As we move further into 2025, these are the 10 most covetable investment bags that promise both enduring style and long-term worth.
1. Hermès Birkin 30
The gold standard of investment fashion. With waitlists that span years and values that often exceed £20,000 on resale platforms, the Birkin 30— particularly in neutral Togo leather or exotic skins—is a portfolio-worthy acquisition.
Best for: Generational wealth, timeless appeal, unmatched exclusivity.
2. Chanel Classic Flap (Medium Double Flap)
Quilted lambskin, 24k gold hardware (vintage editions), and that unmistakable interlocking C clasp— this is the bag of Parisian dreams. Yearly price increases by Chanel have made it a collector’s darling.
Best for: Those who want elegance and ROI in equal measure.
3. Dior Lady Dior (Medium)
A royal favourite with serious fashion pedigree, the Lady Dior is instantly recognisable and increasingly collectible—especially limited editions in embroidered or beaded finishes.
Best for: Feminine sophistication with quiet power.
4.
Modern yet classic, this structured bag represents Louis Vuitton’s high-luxury tier, often handmade and embellished with exotic leathers or enamel accents.
Best for: A modern heirloom with refined edge.
5. Celine Box Bag (Classic Medium)
Understated, structured, and impossibly chic, the Celine Box Bag in smooth calfskin or exotic leather is a nod to minimalist sophistication—and to Phoebe Philo loyalists.
Best for: Women who understand less is everything.
6. Fendi Baguette (Vintage or Reissued)
Thanks to its nostalgic charm and collector reissues, the Fendi Baguette is back—again. Seek vintage iterations from the early 2000s, especially beaded or limited-edition ones.
Best for: The fashion-forward nostalgic with taste.
7. Loewe Puzzle Bag (Small or Mini in Classic Leather)
Designed by Jonathan Anderson, the Puzzle Bag has become an icon of architectural leatherwork and wearable art. Classic hues like tan or black hold their value best.
Best for: The next-gen collector with an eye for design innovation.
8. Goyard Saint Louis Tote (PM or GM in Black with Tan Trim)
Unbranded yet ultra-recognisable, the Saint Louis Tote has become the quiet luxury icon among the fashion elite. Custom monograms make it especially heirloom-worthy.
Best for: Under-the-radar collectors who value exclusivity over logos.
9. Bottega Veneta Sardine or Andiamo Bag
Since its rebrand under Matthieu Blazy, Bottega has reemerged as the label of the art world’s elite. The Sardine (with its sculptural handle) and the Andiamo (with its twisted knot detailing) are tomorrow’s vintage treasures.
Best for: Contemporary art lovers with an eye for collectability.
10. Prada Re-Edition 1995 (Brushed Leather)
Sleek, sharp and endlessly editorial, the Re-Edition 1995 bag is one of the house’s smartest revivals. In brushed leather with a triangle logo, it brings archival elegance into daily rotation.
Best for: Power dressers with Milanese sensibility.
Choose Your Legacy
In 2025, luxury is no longer just about status, it’s about strategy. A wellchosen bag speaks to your taste today and your legacy tomorrow. Whether stored in a climate-controlled wardrobe or carried with pride and patina, these pieces are investments in identity, heritage, and enduring beauty.
So the next time you zip up that flawless leather or brush your hand over a monogrammed clasp, remember: you're not just holding a bag, you're holding a future heirloom.
Words by the Digital Editorial Team
In the world of luxury, few things are more intimate, more instinctive, or more enduring than scent. While fashion may command attention, fragrance whispers. It lingers softly on skin, floats through memory, and often outlives us in the form of legacy. In 2025, perfumery is undergoing a quiet yet profound transformation. What was once a simple act of wearing a fragrance is now becoming a deeply personal, sensory journey.
Today, perfume is no longer just about smell. It has become a convergence of identity, technology, sustainability, and emotion. From AI-generated scent profiles to climate-conscious formulations and boundary-free compositions, fragrance is being reimagined as something far richer and more meaningful than a bottled accessory. This is the future of perfume — and it has never been more evocative.
Artificial intelligence is playing a growing role in personalising our relationship with scent. Brands such as Nose in Paris and EveryHuman are using algorithmic technology to create bespoke fragrances tailored to your unique chemistry, mood, and memories. A sensory questionnaire captures emotional and environmental cues, and AI does the rest, crafting a signature scent that evolves with your life. These personalised aromas are no longer about matching your outfit — they are reflections of your essence, created with the precision of a fingerprint.
Alongside this high-tech innovation, sustainability has become a nonnegotiable in luxury fragrance. Clean, responsible perfumery is no longer a niche preference. It is the standard. Brands like Maison Louis Marie, Haeckels, and Abel Odor are leading the charge with biodegradable ingredients, carbon-
neutral production methods, and ethically sourced naturals. Even heritage houses such as Guerlain are rewriting their classic formulas to replace endangered botanicals with biosynthetics — preserving their artistry while protecting the environment.
The shift is not only in how fragrance is made, but also in how it is conceptualised. Traditional binaries such as masculine woods and feminine florals are giving way to a more liberated approach. Today’s perfumers are creating scents for moods, experiences, and moments, not for gender categories. Innovators like Byredo, Escentric Molecules, and Aesop are crafting compositions that reflect how we feel, rather than who society expects us to be. As perfumer Barnabé Fillion explains, “A scent should feel like a memory or a secret, not a label.”
This new wave of fragrance is not just personal. It is immersive. The future of perfume lives beyond the bottle, in fully sensory experiences. Imagine
stepping into a space where your scent unfolds around you, not just as aroma, but through light, sound, and movement. Avant-garde installations from creators like Maison Francis Kurkdjian and Diptyque are transforming perfume into a kind of wearable theatre. Their interactive scent rooms invite you to explore fragrance as emotion, as atmosphere, and as art.
Science is also deepening our connection to scent. The relationship between fragrance and the brain is inspiring a new era of bioactive perfume design. Brands are experimenting with adaptogens, nootropics, and neuroactive molecules to develop fragrances that can calm anxiety, heighten focus, or lift the mood. Perfume is becoming a form of wellness, a way to biohack the senses and elevate emotional wellbeing. In this context, scent is no longer just a beauty product. It is a kind of inner luxury.
Yet even as innovation propels perfumery forward, emotion
continues to anchor it. The rise of independent artisan perfumers like Perfumer H, Ormonde Jayne, and Matiere Premiere proves that storytelling and craft still matter more than market share. Their compositions often evoke vivid personal memories — a Corsican forest at dusk, a first kiss in Marrakech, the velvet petals of an heirloom rose. These fragrances do not just smell refined. They feel sacred.
In this new era of perfumery, scent is evolving from a product into a portal. It is no longer simply what you wear. It is how you connect — to your identity, your memories, your environment, and your emotional world.
The future of perfume is hyper personalised, responsibly crafted, unconstrained by gender, emotionally intelligent, and rooted in immersive experience. Most importantly, it is uniquely yours. And that is perhaps the most luxurious feeling of all.
Words by the Digital Editorial Team
In 2025, celebrity wellness has transcended green juices and yoga flows. Today’s A-listers are wellness connoisseurs—blending ancient rituals, next-gen technology, and biohacking secrets to stay cameraready, mind-sharp, and spiritually aligned. These routines are no longer just about looking good—they’re about optimising performance, extending longevity, and curating a life that feels as flawless as it looks.
From cryotherapy at sunrise to cellular-level IV drips flown in by private jet, here’s how the world's most recognisable faces are redefining luxury self-care.
Known for her dewy skin and minimalist aesthetic, Hailey Bieber has gone full wellness tech in 2025. Her routine includes red light therapy, morning cold plunges, and NAD+ IV infusions—a biohacker favourite designed to enhance cellular repair and boost metabolism.
Her latest obsession? Functional collagen smoothies, infused with adaptogens and marine peptides from her own wellness line, Rhode Health.
“Looking good is one thing. Feeling optimal every day—that’s my real goal,” she recently told Vogue Health.
For Zendaya, wellness is deeply spiritual. Her 2025 routine weaves together chakraaligning acupuncture, moon-phase meditations, and Ayurvedic nutrition plans tailored to her dosha.
She starts each morning with sun salutation yoga, herbal tea brewed with ashwagandha, and a digital detox that keeps her offline until midday. Her go-to LA healer? A shamanic reiki master who works exclusively with A-list clientele.
A pioneer in premium self-care, Gwyneth Paltrow’s Goop empire has evolved into a global wellness atelier, offering everything from V-steam pods to sound therapy sanctuaries.
In 2025, her own regimen includes quantum frequency treatments, intermittent fasting with ketotarian cuisine, and private sessions with a “neuroplasticity coach” to maintain cognitive youth.
Goop’s signature product this year? A $1,500 serum made from Icelandic glacier enzymes and nano-encapsulated truffles.
At 55, Jennifer Lopez remains the blueprint for ageless beauty. Her wellness routine is a symphony of custom hormone therapy, hyperbaric oxygen chambers, and bespoke Pilates-meets-dance classes held on her yacht.
Her private chef prepares meals based on DNA-mapped nutrition and biometric tracking. She also swears by a no-sugar, no-caffeine, noalcohol lifestyle, strict 10pm bedtime, and daily visualisation rituals. “Discipline is the most luxurious thing a woman can own,” J.Lo revealed in her recent docuseries.
Far from flashy, Timothée Chalamet’s wellness approach embraces the aesthetics of quiet luxury. Think forest bathing in the French countryside, minimalist organic skincare, and microdoses of psilocybin (under medical supervision) for creativity and emotional balance.
He’s also a fan of facial Gua Sha, cryo-facials, and the occasional shaman-led breathwork retreat in Tulum.
In 2025, wellness is the new wealth. Celebrities are no longer just faces of luxury brands—they are architects of their own elite health ecosystems. With private healers, custom tech, and teams of wellness strategists, the new A-list lifestyle is one of constant optimisation— mind, body, and soul.
And for fans? These rituals offer more than inspiration—they’re a window into the luxury of living with intention.
Words by the Digital Editorial Team
Luxury is no longer dictated solely by the old guard. In 2025, a new generation of icons is redefining what it means to be stylish, influential, and aspirational. They are multi-hyphenates—fashion disruptors, cultural shapeshifters, and digital visionaries. Unlike the icons of decades past, they aren’t simply adorned by luxury—they build it, question it, reinvent it.
These are the New Icons: boundary-pushers who blend fashion with activism, art with technology, and personal identity with global impact. They don’t just wear the clothes—they shape the culture.
Ayo Edebiri isn’t just dominating television—she’s dominating red carpets with a style that’s simultaneously low-key and impossibly curated. She’s rewriting the rules of cool with quiet luxury suiting, sculptural vintage Alaïa, and a disarmingly sharp wit. Ayo represents the new face of high fashion: intelligent, self-aware, and unwilling to perform perfection.
“She gives Prada with a PhD,” mused one critic after her recent Vanity Fair spread.
Troye Sivan has evolved into a Gen-Z David Bowie— unapologetically fluid, sensual, and deeply intentional. From wearing Simone Rocha pearls to redefining masculinity in Loewe campaigns, Troye isn’t interested in fitting in. He’s interested in melting the mold.
His recent “Rush” world tour doubled as a fashion runway, every city a different version of soft punk sensuality.
Alia Bhatt has officially gone global. With Dior, Gucci, and Bulgari all courting her for campaigns, she’s the poster child for cross-continental elegance. Blending old-world Indian craftsmanship with modern European minimalism, Alia’s red carpet looks are as fluent in Mumbai’s tradition as they are in Paris’s future.
She’s the face of global luxury’s East-meets-West moment, and a reminder that cultural nuance is now currency.
K-pop’s style queen has become a global fashion authority. As Chanel’s most valuable brand ambassador, Jennie Kim redefines It-girl energy with unapologetic cool, vintage sourcing, and quiet defiance. She’s less curated and more considered, her looks often feel like a love letter to individuality, rather than algorithms.
Whether in archival Karl Lagerfeld or Y2K streetwear, she has become the moment without chasing it.
With his towering frame and celestial styling, Wisdom Kaye is the digital-age fashion god. Originally discovered on TikTok, he’s now fronting campaigns for Dior Men, Rick Owens, and Fendi. His feed is a masterclass in how Gen Z treats fashion: as fantasy, armor, and art. “Wisdom’s not just dressed, he’s constructed,” says London-based editor and stylist Craig McAlpine.
In today’s hyperconnected, visually saturated world, being iconic is no longer about fame—it’s about originality, vision, and values. The new icons aren't trying to sell us a lifestyle. They’re showing us how to live with intent, impact, and imagination.
They’re the ones everyone watches, imitates, and references— but never quite replicates.
Words by the Digital Editorial Team
In a world oversaturated with luxury and constant connectivity, true exclusivity has taken on a new meaning. The velvet ropes of nightclubs and platinum perks of luxury credit cards no longer carry the same weight. Today’s elite are searching for something more elusive—privacy, intention, and belonging. The response is a quiet revolution in how high society connects: the rise of ultra exclusive membership clubs.
Discreet, design led and obsessively curated, these clubs are not simply places to gather—they are cultural sanctuaries and social filters for a new
kind of global citizen. In 2025, they are reshaping the meaning of access. Here, entry is not purchased. It is earned, granted through alignment of values and vision, rather than through fame or fortune alone.
From the heritage buildings of Mayfair to remote eco-lodges tucked into Costa Rican rainforests, these clubs are forming a global constellation of influence. They serve as modern salons and power bases, offering everything from private chef experiences and art backed by digital authentication to curated travel
services and silent think tanks for global policy leaders. According to Lucien Ford, co founder of a secluded alpine wellness lodge in Switzerland, “The new luxury is anonymity. Our members aren’t looking to be seen. They are looking to be understood.”
What draws people to these clubs is not just prestige—it is purpose and connection. With a shared ethos built on depth rather than volume, these clubs keep membership intentionally limited. Selection is based on compatibility and contribution, not
celebrity. Referrals from existing members have replaced online applications, and a rigorous vetting process ensures that every addition enhances the ecosystem. Members find themselves surrounded not by influencers, but by venture capitalists, artists, thinkers and royalty. They are invited into programming that might include Michelin level tasting menus, guided access to private art collections, or fireside discussions with global curators and cultural leaders.
London is a focal point for this movement. The city’s newest clubs combine historic elegance with future minded ambition. Maison Estelle, set within a reimagined Mayfair townhouse, blends world class dining with rooftop terraces and a subterranean pool framed by 17th century architecture. The Twenty Two in Grosvenor Square attracts cultural tastemakers and creative entrepreneurs, offering maximalist interiors and a guest list worthy of
fashion’s most elite events. Then there is the enigmatic Apollo, a club still shrouded in secrecy and reportedly backed by former tech founders. Its focus on AI ethics, futurism and silent retreats points to a deeper, more intellectual form of luxury.
What truly sets these clubs apart is their obsessive attention to detail. Every element is curated to create a singular atmosphere. Wine lists are chosen not just for rarity but for story. Music is never algorithmic—expect live performances, rare vinyl sets or improvised soundscapes. The scent in the air may be custom designed. Members enjoy Japanese whisky tastings guided by world renowned chefs, private concerts from artists who typically sell out stadiums, and closed door dialogues with visionary leaders across disciplines. This is luxury stripped of logos and branding. It whispers rather than shouts.
And while the physical space remains essential, a new hybrid model is
beginning to emerge. Digitally native clubs are forming through blockchain based communities where ownership of an NFT or digital token provides entry into real world privileges. Projects like LinksDAO and Cabin are redefining the meaning of community, merging decentralised ownership with physical experiences that span continents. In these spaces, a digital asset might grant access to a private island retreat, a global wellness summit or an annual gathering in Tokyo of artists, economists and futurists.
Ultimately, the resurgence of members clubs in 2025 is not about exclusivity for its own sake. It is about the return to true belonging. In a world where everything is available and everyone is online, the real luxury is finding a space where you can be present, be private, and be surrounded by those who inspire you. When you already have everything, the only thing that truly matters is who you choose to share it with.
Words by the Digital Editorial Team
In 2025, the landscape of luxury travel has transformed. The ultra-wealthy are no longer chasing five-star clichés— they're seeking rare, curated, and transformational experiences. It’s no longer just about where you go, but how secluded, tailored, and extraordinary the journey feels.
From bio-hacking retreats in the Arctic Circle to floating palaces in the Indian Ocean, here's where the world’s elite are spending their leisure capital in 2025— and why these destinations are defining the next chapter of ultra-high-end travel.
Bhutan’s “High Value, Low Volume” tourism strategy is finally hitting its stride. In 2025, UHNWIs (ultra-highnet-worth individuals) are flocking to its $2,000-a-night wellness lodges, complete with forest bathing, traditional hot stone therapies, and carbon-negative accommodations.
Hot Spot: Six Senses Bhutan — a five-lodge circuit designed for the spiritually curious.
Yes, the Maldives remain iconic—but now it’s all about floating architecture and full island buyouts. At new-gen resorts like Kudadoo and Soneva Secret, guests arrive by seaplane, enter through underwater lounges, and design their days with no menu dining and on-call marine biologists.
Ultra-Luxury Upgrade: A $100K/ week package includes a private yacht, heli-accessible spa, and a zero-carbon footprint promise.
Forget the Big Five. Namibia’s dramatic dunes, lunar valleys, and remote star lodges are dominating the African luxury market. Travelers sleep under the cosmos at Shipwreck Lodge or Sonop Desert Camp, where sustainability meets cinematic splendor.
Once off-limits, Saudi Arabia is now one of the most ambitious luxury destinations on Earth. The opening of NEOM’s Sindalah Island—a Red Sea mega-project complete with floating hotels, underwater museums, and private jet infrastructure—signals the country’s pivot to high-end tourism.
Noteworthy: Members-only wellness hubs and cultural experiences curated by royal-appointed hosts.
Why book a resort when you can take it with you? In 2025, superyacht charters are expanding far beyond the Med. Indonesia’s Raja Ampat is the new frontier for luxury yachting, think onboard chefs, coral reef diving, and tenderaccess to untouched tribal islands.
Top Pick: Aqua Blu, a yacht-meets-floating-palace hybrid with a champagne sommelier and an onboard marine lab. Travel in 2025 Is About Transformation For the ultra-wealthy, privacy, personalization, and purpose have overtaken prestige. In place of gold-plated amenities, the new luxury lies in meaningful disconnection, climate-positive travel, and experiences no one else has Instagrammed yet. Whether it’s sipping wine under auroras, sound bathing in a Mongolian yurt, or writing a memoir on a private fjord, the destinations of 2025 aren’t just remote—they’re rare.
Cold therapy has officially gone luxury. A new wave of biohacking-focused retreats in Norway’s Svalbard archipelago is drawing CEOs and creatives seeking deep detox, light therapy, and glacier silence.
Leading Trend: Cryo-immersion followed by reindeer-fat massages, all served with Michelin-level polar cuisine.
