f Editorial

Each of the authors addresses the meaning of luxury considering such aspects as craft and expertise, branding and the role of the consumer in shaping the way luxury is defined. Luxury brands must manage their images and the increasing democratization of luxury presents a challenge. Sustainability has become an important part of luxury discourse and brands see a possibility to cast themselves in a positive light by adopting sustainable practices. The reader gains knowledge of strategies undertaken by luxury conglomerates and brands and insight into the practices and convictions of renowned milliner Stephen Jones.