When should a luxury brand let its hair down?
It’s very understandable for luxury brands to be deadly serious. After all, maintaining cachet is often achieved through an air of exclusivity and reserve. But do you have to keep a straight face all the time? Affluent customers like to laugh as much as anyone, so if you know when and where to reach for a smile, you’re liable to broaden the reach of your message. This is content we created in partnership with our good friends at Conde Nast.
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