Author: Viet N’Guyen | Cambridge Scholars Publishing
Publication Date: 2026
What determines the value of luxury in a world where consumer expectations, cultural influences and technology are changing rapidly? The Future of Luxury: An Evolution of Culture, Capital & Consciousness examines this question through an interdisciplinary collection of essays exploring the priorities and challenges facing the global luxury industry.
Edited by Viet N’Guyen, founder and CEO of international luxury marketing agency Issa PR, the publication brings together eight industry experts from fashion, art, automotive, film, photography, media and cultural strategy. Each contributor offers a perspective on developments within their respective field, providing readers with a broad understanding of the factors influencing luxury today.
A central focus of the book is the growing importance of cultural relevance and consumer identity. While craftsmanship and exclusivity remain important, the publication considers how authenticity, shared values and community participation increasingly influence perceptions of prestige. It also examines how demographic changes and emerging luxury markets are affecting consumer behaviour and brand expectations.
Technology receives considerable attention, particularly the application of artificial intelligence in creative industries, the expansion of digital art and the integration of physical and digital experiences. Alongside these developments, the collection addresses sustainability, corporate responsibility and the increasing expectation that luxury businesses demonstrate a meaningful commitment to social impact.
Contributions from figures including fashion designer Bianca Saunders, digital art entrepreneur Mark Dale and cultural strategist Nicole Ingra provide sector-specific perspectives, connecting broader industry developments with practical considerations for luxury businesses.
Viet N’Guyen, Founder & CEO, Issa PR, explains:
“Luxury has traditionally been perceived as unparalleled craftsmanship, rarity and exclusivity. The new book explores how that definition is widening and has evolved significantly over the past few years with identity, authenticity, cultural relevance and community playing a growing part in how consumers understand prestige and value. The future of luxury will be shaped not only by what brands create but by the values, communities, and new technologies they choose to engage with. Published by major academic publisher, Cambridge Scholars Publishing – who produce books for universities and libraries around the world, as well as business leaders and entrepreneurs – the book will explore some of the most important themes of today. It also features esteemed leaders, and visionaries across multiple industries from art, culture, fashion, film, entertainment, design, automotives and D&I. As well as providing a future-forward perspective on luxury, the book will also provide actionable insights for each sector.”
Intended for luxury professionals, academics, students and entrepreneurs, the book combines industry commentary with strategic frameworks. Its multidisciplinary approach offers readers an opportunity to consider how luxury brands can maintain relevance while responding to new technologies, cultural expectations and changing definitions of value.
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