Luxury Living

Your favorite fashion houses are looking beyond runway—and quietly designing more than simply the clothes you covet

Once, fashion was about the clothes. Now, it’s about everything else. Luxury houses don’t want to only define how we dress—they’re shaping how we live, what we eat, what we read, and even what we watch on the big screen. The lines between industry, art, and culture are dissolving, and the result is a new kind of influence—one that extends far beyond the runway.

Saint Laurent is leading this shift, staking its claim as not simply a fashion label but a cultural producer in its own right. This year, it became the first luxury house to finance a major film, producing Jacques Audiard’s Emilia Pérez, which premiered at Cannes and earned a Best Picture nomination at the Oscars. At the same time, it’s curating experiences across disciplines, from a newly launched sushi residency with L.A.’s Sushi Park in Paris to its own book imprint, further cementing fashion’s role as a tastemaker not only in style, but in storytelling.

This isn’t only Saint Laurent’s game. Fashion houses are quietly embedding themselves into cultural institutions in ways that feel both inevitable and deliberate. Loewe’s Crafted World exhibition in Tokyo transforms the brand into an arbiter of craft and materiality, merging fashion, sculpture, and interiors. These projects hint at a future where luxury is more about world building than wardrobe building.

The message is clear: the new luxury isn’t merely about what you wear—it’s about what you consume, experience, and surround yourself with. The most powerful brands don’t simply sell products; they’re curating entire lives.