VisualGPS Creative Trends Culture New Era of Luxury

From Jonathan Anderson’s emotional debut at Dior,¹ to Matthieu Blazy’s new joyful vision for Chanel,²  Spring 2026 fashion week wrapped in Paris and will be remembered as a game‑changer. It was a reset of an industry in crisis, with a renewed focus on design, craftsmanship and creativity.³ Getty Images' VisualGPS research reflects this reset with the emergence of heritage and timelessness in visuals popular with Getty Images' luxury customers in response to an era of crisis this year. 

While the luxury industry has developed steadily over the past 40 years, recently there has been a slowdown, both in terms of projected growth and declining clientele. 50 million luxury customers exited the market in the last three years, and the projected growth, flat with a single digit growth,⁴ is amplified by the economic difficulties in China and United States—historical markets for luxury.⁵ At the same time, India and Gulf states will be key for reaching new commercial opportunities.⁶ So, in this new era for luxury, here are new emerging visual approaches that will resonate with today’s audience.

In Paris, a clear return to dressing up, shape, tactility and sleek tailoring has been noticed,⁷ and Getty Images' VisualGPS research shows that creative visuals used by our luxury customers are also about going back to the very roots of luxury. Think more heritage, craftsmanship and texture, as a response to micro‑trend fatigue observed in the recent years.⁸ 

This reflects shifting values of high‑income consumers when it comes to how and where they invest. For example, when deciding on personal finance brands, one third of high‑income Europeans and UAE consumers prioritise trustworthy reputation and stability. Here are examples of emerging aesthetics that resonate with these concepts:  

Heritage and craft—it’s about finding exclusivity and value in honest and handmade craftsmanship. A celebration of the process of creation, embracing a mix of rudimentary elements and savoir‑faire through heavy shadowing, rough edges, stone textures and intentional closeups.   

Editorial minimalism—all about embracing the quiet authority of black and white studio photography. It's a direct response to digital randomness and clutter, taking the viewer back to the traditional side of photography through simple backgrounds, negative space and structured, controlled compositions.

Getty Images' VisualGPS research shows that social media were and still are a place where a consumer can find vibes and tribes. 64% of high‑income Europeans, and 84% of high‑income consumers in the UAE, agree: "I see more people like myself on social media than in traditional media". However, there is a growing tension, micro‑trend fatigue and need for a detox. 61% of high‑income Europeans and 58% of high‑income consumers in the UAE often feel overwhelmed by the amount of information on social media. As social media might feel performative, here are examples of visual approaches that act as an intentional refusal to play the ‘trend game’: 

Lo‑fi luxe—an intentional rejection of polished, curated visuals. It embraces intentional glitches and low fidelity channeling the ‘noughties’, the early Internet, Tumblr and indie sleaze. This deliberate low‑fidelity (think Marc Jacobs CCTV‑inspired viral campaign)⁹ are the antithesis to highly curated feeds.

No‑aesthetic aesthetic—it’s about authenticity and realness in times of micro‑trends and algorithmic sameness. It’s a move towards effortlessness, practicality and comfort demonstrated by looking and acting like you don’t try, through everyday moments, deep depth of field, candid shots and genuine emotions. 

Consumers find joy in feelings and experiences, not owning. Getty Images' VisualGPS research shows that high‑income Europeans are more likely to find joy in hyper‑present mindful moments and small, everyday pleasures. Inversely, high‑income consumers in Saudi Arabia are more likely to find joy in breaking routines and experiencing new things. To reflect this, luxury brands pivot to a video‑first storytelling with atmospheric, sensory visuals that elevate every moment from the quiet to theatrical. Here are examples of aesthetics that resonate with the concept of joy as a new focus for consumers: 

Glimmers of joy—a video‑first approach finding joy in the brief moments of life. This visual approach celebrates the small moments of presence through locked or discreet handheld camera, gentle lens flare, slow yet repeatable motion of the subject. 

Grand spectacle—is a response to the quiet discretion of glimmers, in favour of the theatrical. It’s about intentional visual drama, where décor and visual richness are the purpose, through exaggerated proportions and scale, dramatic shadows, compositional tricks and rich, velvet colours. 

Our VisualGPS confirms that six out of ten high‑income consumers in Europe and the UAE agree: "I take steps every day to improve my health and wellbeing". There is also a clear interest in the exploration of new products and practices with 83% of high‑income Europeans and 93% of high‑income consumers in the UAE interested in exploring and trying new wellness practices. This is driven by longevity priority. People are not only living longer, but they also have higher expectations for their quality of life, and this shift is especially pronounced among high‑net‑worth individuals globally.¹⁰ Here are examples of how luxury brands can reflect the aspiration of a healthy, fulfilling life and enough time to enjoy it.   

Sun kissed—often used in beauty and fashion, it’s all about radiant glow. It encapsulates a sense of gratitude and presence through warm sunlight, golden hour and graphic shadows.   

A clean girl’s lab —a mix of wellness, beauty and scientific discipline. It is a highly refined and controlled vision of self‑care, approaching the body and appearance as functional systems to be optimised through rituals. Think sleek surfaces, glass, stainless steel, stark whites and portraits.  

From value reset and trends fatigue to the joyconomy and longevity, new priorities are shaping visual landscape for premium and luxury brands, redefining their visual identity in a preparation for a new era for luxury.

Sources
[1]  Vogue Business
[2] The New York Times
[3]  WWD
[4] Fortune
[5] Business of Fashion
[6] Business of Fashion
[7]  WWD
[8]  L'Officiel
[9] New Wave Magazine
[10] Julius Baer