“People are looking for a difficult combination of a sense of inclusion and that they want to feel included, and yet at the same time, exclusivity.”
– Alexandra Shulman CBE, former Editor-in-Chief of British Vogue
The conversation between publishing icons Sarah Miller and Alexandra Shulman revealed that the old order, where an editor-in-chief’s rigorous editing defined taste and conferred authority, is clearly over. In its place, we find a democratised, yet often uncurated, digital chaos, as noted by Shulman, where social influencer content—from homemade jam to hotel slippers—is rarely filtered, leading to a pervasive fatigue with marketing.
This vacuum of authority has driven luxury fashion brands towards a profound “land grab” for experiences. Big names like LVMH and Dolce & Gabbana are moving beyond their products to position themselves as purveyors of an entire lifestyle—from exclusive Alta Moda shows to pop-up beach clubs. The goal is to evolve the brand into a private members club, cultivating loyalty and helping customers with ‘new money’ integrate into elite social circles.
Simultaneously, the hospitality sector has evolved into a holistic provider of wellness and longevity, overtaking fashion in the race for personalisation. Travel is no longer just about delicious meals and a tan; it is about feeling demonstrably better, a mindset that has transformed resorts like the Marbella Club. The property has unveiled a new wellness centre, one that moves beyond traditional luxury to embrace the philosophy of nature. This fascinating development offers guests garden tours to explore organically grown vegetables and a ‘cabinet of curiosities’ dedicated to the environment’s biodynamics. This strategic move directly caters to today’s affluent travellers, who seek not just pampering, but an element of learning and the gratifying sensation of making a responsible choice. Modern luxury has become mindful, favouring ‘stealth wealth’ and ‘travel with purpose’ over ostentatious displays.
However, a fundamental contradiction persists: the struggle with sustainability. While both the fashion and travel industries preach ‘light footprints’, the reality is an escalation in global fashion shows and an overwhelming effect on so many cities like Barcelona and Venice and Palma de Mallorca, where the overwhelming tourism has taken over. Ultimately, both industries are converging on a single, vital objective: creating the distinctive, unforgettable moment—a tangible souvenir or a sense of community—that justifies the journey and retains a highly selective, yet increasingly jaded, global customer.
“There is the fashion world’s vision of excesses and that idea of wanting that experience versus the simple moment… I can remember the very first time I went on safari, seeing a paw print in the sand or your first glimpse of an elephant chucking water over his beautiful back. I actually cried at the end of the trip because it was just so awe-inspiring. I felt so little on the planet in contrast to all these things.”
– Sarah Miller, Founding Editor-in-Chief of Condé Nast Traveller
