Luxury is no longer defined by excess and exclusivity, but by openness and neutrality. There’s a sophisticated restraint to the brands in this category, with plenty of negative space surrounding delicate serif and sans-serif logotypes, offset by uninterrupted color palettes of warm earth tones and soft pastels. There’s also a little ornament appearing on these minimalist designs, and the gender-neutral identities for many fragrance and skincare lines lets brands avoid being defined as “made for men” or “made for women” and are rather unisex in their function and appeal.
According to Fusion’s Massive Millennial Poll, 50% of young adults between the ages of 18-34 believe gender exists on a spectrum, so for brands who are responding to the changing attitudes of their customers, that means the way products are packaged and marketed is also shifting away from the binary categories of male or female. The packaging material still looks expensive and that it comes at a premium, but the branding language feels approachable, designed exclusively for everyone.
Neutral is the new luxury.
