What the rich must have in 2021
NO ONE could have foreseen how much change 2020 would bring in the luxury lifestyle space.
From travel, right through to designer goods in fashion, beauty and home decor, the desire for companies to reflect the experiences of their customers, through introspection, has become necessary in order to remain relevant.
What luxury will look like in 2021.
Home comforts
Plush duck-down feather pillows wrapped in silk cases, 1 000-thread count sheets draped over a mattress that feels like sinking into a cloud – when it comes to home luxuries, money is no object.
The interior design realm is as fast paced as the world around us. With just a few scrolls through Pinterest, in a single moment we can go from toying with the idea of swopping out clutter and colour for stark walls and wicker furniture to having the urge to hunt down vintage pieces for a “granny-chic” aesthetic.
Consumers are looking to invest in their homes by opting for quality materials, exquisite craftsmanship and timeless designs.
Last year, we experienced an eye-opening display of how a sudden shift in our reality can alter what we deem valuable in life and, in turn, the way we view trends. In a nutshell, turning our homes into havens meant far more than keeping up with the latest decor and design fads.
Bare beauty
We’re going out far less than before and our need to cake on a full face of make-up has significantly decreased. Not to mention, masks make wearing foundation and lipstick a smudgy nightmare. Nevertheless, make-up and beauty an industry that continues to thrive, regardless of the circumstances.
Natural beauty has been gradually rising in popularity since 2019. This year, it cements its position as the top beauty trend as brands tout the benefits of products from the earth and the confidence that can be found when we highlight inner beauty.
Luxury fashion houses, among them Stella McCartney, Valentino and Burberry, have started enlisting the aid of skincare experts more and more backstage at their shows, giving them facials just before heading down the runway. Clear, healthy skin serves as the perfect base for the stripped down make-up looks we saw at various Fashion Weeks.
If skincare is going to soar in popularity, it makes sense that a trimmed make-up routine follows suit. Everyone from celebrities to influencers have been showing off their updated everyday make-up routines.
Newer brands on the market, such as Rare Beauty, by Selena Gomez and Florence by Millie Bobby Brown, are excellent examples of this. Minimalist beauty is the ethos behind both brands which are also vegan and free of animal testing. Their product ranges include “clean make-up”, like cream blushes and lip glosses.
Cosy couture
We've become so accustomed to the life of leisure that the fashion industry has been quick to catch on.
With comfort being everyone’s priority, we’ve seen everything from soft knitted co-ords to fleece tracksuits and sweats become the lockdown outfit of choice. And, with that, what used to be an outfit we wouldn’t set foot outdoors in (except maybe to fetch the post), is now one of the most fashion-forward garments of the season.
Taking things up a notch, loungewear sets are nothing like the mismatched, worn-out tracksuits of the past. Made from plush material, like cashmere and silk, they’re structured to offer a flattering fit and come in matching sets.
Since last year, boutique stores, fast-fashion labels and big designer brands have shifted their focus, turning their attention towards stylish loungewear. Of course, the trend encompasses all things comfort, so it isn’t limited to tracksuits. Versace has a rage of Kimono style gowns in stunning prints, Ugg has won us over with its fuzzy slippers, and Guccie has slinky slip dresses.
Getting creative, we’ve seen everyone from celebrities to Insta baddies rock the look with combat boots, chunky sneakers, gold chains, leather jackets and bodysuits.
Rise of online luxury
In the 1995 film Clueless, the main character, Cher, begins her morning by using a program to virtually try on outfits online. At the time, it seemed like a wild concept, but it is set to be a part of our everyday reality.
Retail shopping of all different kinds have moved online along with a host of other activities.
Whether you’re shopping for clothes, beauty products or interior decor, finding what suits you best will be far easier than in previous years.
We can all enjoy the ease and efficiency that online shopping has to offer. Google’s shopping app allows you to search the web and browse recommendations from beauty, apparel and home and garden enthusiasts and experts about their favourite products.
Cosmetic brands have also taken the online realm by storm. Bobbi Brown allows its customers to book complementary one-on-one or group video sessions with a top Bobbi Brown artist, for tailored make-up tips and tutorials.
Maybelline allows its site users to experience its eye, face and lip shades or try a bold new look with Maybelline’s virtual try-on tool.
Smart hotels
Having a robot carry your bags to your room seems like something out of a futuristic sci-fi movie, but for many hotels across the globe, it’s part of the package.
People’s needs and wants have drastically changed, resulting in the hotel industry remodelling itself to suit the reality of our “new normal”. Travel is deemed a high-risk activity and many people choose to steer clear of face-to-face contact from people outside of their bubble, incorporating the use of AI robots could not have come at a better time for the travel and tourism industry.
Hotels rely heavily on AI. Whether room service, security, management or even maintenance and cleaning, we’re sure to see more hotels of this kind cropping up .
A new gem on the Sandton City skyline, Hotel Sky, was born out of a vision to make enjoyment, luxury and indulgence as affordable and attainable as possible. Hotel Sky uses the assistance of state-of-the-art hospitality technology to make people’s stays with them simple, yet unforgettable. Check-in begins with its app, which offers visitors full control over their stay, even serving as an access key. Have a question?
Why not ask one of their three AI-powered robots, Micah, Lexi and Ariel? Each of them has their own personality and is programmed to assist guests in various ways – from luggage portage and room service deliveries, to answering questions about the hotel and surrounding areas.
Healing holidays
Stress, anxiety and uncertainty bubbled to the surface last year, forcing us to rethink how we viewed the need for time away and holidays. With health and wellness on many minds, the tourism industry has taken note.
Wellness, eco-tourism and healing holidays are going to be big again when borders open and people become comfortable with travelling. From yoga retreats in the mountains to entire packages consisting of meditation classes and consultations with ayurvedic doctors, tourism sectors are readying themselves for an unprecedented demand for physical, spiritual and mental well-being packages.
At the Global Wellness Summit held last year, experts predicted a boom in the demand for wellness therapies and that they might even surpass medical treatments.
“Wellness has become the cool kid on the block,” said Cecelia Girr, a senior strategist at Backslash, the cultural intelligence unit.