f Editorial

This issue of Luxury Studies examines luxury as a multifaceted concept encompassing symbolic structures, cultural practices and sites of social contention. Through interdisciplinary contributions from industry practitioners and academic researchers, the volume explores how luxury functions as both an exclusionary force and a transformative presence in contemporary society. Muratovski’s comprehensive analysis traces luxury’s evolution from Veblenian conspicuous consumption to contemporary models emphasizing transparency and social responsibility. Drawing on consulting experience within the luxury automotive sector, the research demonstrates how brands navigate shifts in consumer values, digital transformation and sustainability demands while implementing the European Commission’s Industry 5.0 human-centric framework for ethical luxury leadership. Feng, Larsen and Ellis employ discourse analysis to reveal cross cultural variations in luxury consumption between Chinese and British consumers. Their research, utilizing alternative media analysis and focus group interviews, uncovers expressions of scepticism and moral exhaustion towards luxury brands. The study identifies distinct cultural patterns: British participants emphasize performative ethics and the need to disguise luxury consumption, while Chinese participants frame luxury within nationalist, familial and class-based narratives that honour family success and national prestige. The research challenges traditional assumptions by demonstrating that luxury consumption primarily involves negotiating symbolic legitimacy rather than mere status display. The Borstrock–Tuma-Weldon interview addresses contemporary luxury branding challenges examining the tension between exclusivity and accessibility amid rising cultural intelligence and shifting consumer values. The conversation identifies the core contradiction facing luxury brands, achieving growth and shareholder satisfaction without diluting brand authenticity. The analysis highlights that brand relevance depends on emotional consumer connection, cultural value alignment and clear existential purpose, ultimately advocating for a synthesis of craftsmanship excellence with adaptability to changing global demands. Collectively, these contributions reveal luxury’s active role in contemporary society, demonstrating how brands and consumers negotiate meaning across cultural contexts while confronting ethical, technological and sustainability requirements that are reshaping the luxury landscape.