The concept of luxury is not static. In the Middle Ages, wealth and power were displayed through material abundance—the more baroque, the better. The elite wore jewelry and precious metals, garments embroidered with gold thread on silk, and hosted lavish banquets. This vision contrasts with today’s idea of luxury, which values coherence, personalization, and a pursuit of authentic exclusivity. Yet one constant remains: capturing attention. So how can a luxury brand craft its identity in today’s world? Juan Arteta Moragues—strategic, commercial, and marketing consultant, and lecturer at Vogue College of Fashion—explains how to elevate a brand to the realm of luxury and succeed in the process.

What Does Luxury Mean Today?

“It’s a difficult balance to achieve. The essence of luxury will always be about creating desire—that won’t change, because it’s a powerful driving force,” Arteta explains.

Social media has amplified this ability to create desire. The constant exposure to images and videos fuels often illusory needs, encouraging impulsive, aspirational consumption. While this trend impacts the luxury sector, it doesn’t always translate into sales. Arteta notes that digitalization is a powerful tool to connect with younger audiences, but physical retail experiences have gained renewed importance in recent years.

“Experience is everything—it creates a lasting and meaningful connection,” he says. Today’s boutiques are designed to surprise and leave a lasting impression. Louis Vuitton, for instance, has transformed its stores into immersive spaces featuring art exhibitions, exclusive events, and personalized services. Luxury is no longer just about owning an iconic bag—it’s about living an emotional experience with the brand.

Where Is Luxury Headed?

The future of luxury is centered around experience and personalization. “We’re moving away from extravagant luxury toward a more understated version, where the client becomes the true protagonist,” Arteta notes.

Hermès, for example, doesn’t just sell handbags or accessories—it offers fully personalized experiences, from choosing materials and engravings to custom colors, and even workshops to learn about their craftsmanship. The customer becomes a co-creator of the luxury experience, not just a buyer.

How Is a Luxury Brand Created?

For a new entrepreneur, it may seem like an elegant font, sleek packaging, and a high price tag are enough. But a lasting luxury brand is built on consistency. “Know your DNA, your story, and stay true to it. Don’t waver,” Arteta advises.

Once a brand’s identity is clearly defined, the next step is to create value. “Be original—don’t copy others. In luxury, no one wants a knockoff when they can have the real thing.”

Beyond delivering an exceptional customer experience, it’s essential to control how and where the product is offered: own stores, strategic locations, and firm pricing policies. Oversaturation and mass accessibility dilute the sense of exclusivity—which is the heart of luxury. It’s also crucial to understand local cultures and consumer habits. “We need leaders who are both multidisciplinary and multicultural,” says Arteta.

Building a luxury brand takes patience and vision. “Entering a sector with such clearly defined codes requires strategy and persistence. It’s not instant. Those who understand the rules and stay the course are much more likely to succeed,” he concludes. Luxury isn’t improvised—it’s cultivated with consistency, authenticity, and obsessive attention to detail.

How Do You Learn All This?

Through specialized education. The Vogue Master in Fashion & Beauty Business Management is designed for those aspiring to become professionals in luxury brand creation and leadership. Taught by industry experts at Vogue College of Fashion in Madrid, the program covers fashion strategy, technology and digital transformation, product management, creative direction, marketing, retail—and much more.