• “Wealth Has Turned Into a Zoo”: Why Luxury Travel Is Starting to Rebel Against The White Lotus

  Few television shows have had as profound an impact on the luxury travel industry as The White Lotus. Each new season sends viewers rushing to book the real-life hotels featured on screen, turning secluded resorts into must-visit destinations almost overnight...

• The World’s Most Expensive Neighborhood: $550 Million Apartments, Formula 1 Stars and Billionaires

  A new symbol of ultra-luxury has emerged on the French Riviera: Mareterra, a man-made district built directly on the Mediterranean Sea. Villas and apartments here are selling for more than $200 million, with prices reaching as much as $12,900 per square foot. Among the residents and property owners are billionaires, Formula 1 stars and other members of the global elite, drawn not only by luxury and prestige but also by Monaco’s lack of personal income tax, Forbes reports...

• Matthieu Blazy Helped Make Chanel the Most Popular Brand on The RealReal

  According to The RealReal’s 2026 Luxury Resale Report, Chanel topped the list of the platform’s most in-demand brands. A major driving force behind the breakthrough was Matthieu Blazy: his highly sought-after collections for the fashion house, which he joined in late 2024, have made a major impact both online and offline. Searches for the creative director’s name on the site surged by a staggering 10,967 percent over the past year, Robb Report reports...

• Why Millennials and Gen Z Fell in Love with 1-Carat Diamond Rings

  Demand for classic diamond solitaires is experiencing a massive boom — and it's about far more than just marriage proposals...

• From Miu Miu to Dior: Why Luxury Brands Are Betting on "Intellectual Influencers"

  As the younger generation grows increasingly disillusioned with traditional influencers and AI-generated content, fashion houses are turning to writers, thinkers, and literary culture in search of a new level of authority, reports the FT...

• BORN FROM CULTURE | ARMENIA: How Armenia Joined the Global Instagram Trend and Captured the Attention of Viewers

  Armenia has joined the global visual trend Born From Culture, bringing together a traditional dance, authentic national costumes and some of the country’s most iconic locations with contemporary pop culture and Future’s “Mask Off”...

• £80,000 a Night on Wheels: What the Most Secret and Luxurious Train Carriage in the World Looks Like

  Somewhere between Paris and Venice, a train now runs with a secret tearoom. Not just a nook you might stumble upon by accident, but a carefully concealed space where finding it becomes part of the entertainment. This is L’Observatoire, a new exclusive suite introduced by the Venice Simplon-Orient-Express in collaboration with artist JR. An entire train carriage booked for just one couple for a single night costs around £80,000...

• $11,000 Tequila: 1800 Tequila Unveils Collector’s Edition in a Unique Vessel by Pedro Friedeberg

  Although rare whiskies typically rule the ultra-premium spirits segment, truly luxurious and collectible tequila releases emerge in the market from time to time. A striking example is the new release from 1800 Tequila—the brand has introduced an extra añejo priced at $11,000, issued in a strictly limited run of just 50 bottles, reports Robb Report...

A decade after Italy’s Prada listed in Hong Kong, Chinese high-fashion brand Icicle is now considering a public offering in Paris. This move reflects China’s transformation from a hub of cheap knockoffs into a center of innovation — from BYD electric vehicles and AI startups like DeepSeek to the globally popular Labubu toys, according to the Financial Times.

Homegrown luxury is fueled by government initiatives promoting guochao — the “national trend” — and growing cultural confidence. China chic now spans all markers of status consumption: fashion, jewelry, luxury cars, and fine wines. Hongqi vehicles, once reserved for communist leaders, now ferry the country’s billionaires.

This evolution poses a challenge for European luxury houses. First, Chinese products are competitively priced. In a sluggish economy with tough prospects for young professionals, spending around $500 on a Songmont handbag is a smarter choice than paying ten times that for a European label.

Business models are leaner, too — there’s no need for flagship stores on Milan or Paris’s priciest streets, and mall space is cheaper. Chinese brands are also willing to sacrifice margin: Bernstein estimates retail markups of four to five times the cost of goods sold, roughly half the multiple of European rivals.

Second, Chinese companies emphasize local heritage, incorporating traditional motifs into jewelry and historical design into furniture. This resonates with growing cultural and historical interest — for example, museum attendance over the May holidays rose 17% last year.

Third, domestic success gives Chinese brands a competitive edge abroad. While their international presence is still modest, some have begun to expand: Bosideng operates a London flagship and sells in France, while BYD demonstrates the potential of a Chinese challenger reaching global scale.

Foreign luxury groups have also invested early in Chinese brands. Exor, the Agnelli family holding, acquired Hermes’ stake in Shang Xia in 2020. LVMH owns winery Ao Yun, and Kering, Gucci’s parent, bought jewelry brand Qeelin in 2012.

Chinese companies remain relatively small, but growth is rapid. Laopu Gold, a fast-rising jewelry house, now has a market capitalization of nearly $18 billion — up from under $1 billion in 2024. Including potential acquisition premiums, this easily surpasses the inflation-adjusted price LVMH paid for Tiffany six years ago. European competitors can no longer afford to ignore the rising influence of Chinese luxury.

Follow NEWS.am STYLE on Facebook, Twitter and Instagram