In an industry driven by digital trends, Europe’s centuries-old luxury houses are mastering the delicate balance between preservation and innovation. Luxury influencer Sara Adrian navigates the evolving landscape of high-end retail, where heritage meets technology.
BY LF ITALY
February, 2025
“Trust and respect are key in the luxury space,” Sara Adrian emphasizes, reflecting on the delicate balance heritage brands must maintain. Through her work with The Royal PR Agency, which she co-founded in 2019, Adrian has observed firsthand how prestigious houses navigate the digital revolution while preserving their legacy. “Luxury brands are increasingly adapting their messaging to align with new consumer interest,” Adrian notes. “They are focusing more on highlighting handcrafted products again—handmade with care using high quality materials lasting for generations.” The luxury landscape is shifting dramatically, particularly in Italy, where the market is projected to grow from $21.07 billion in 2024 to $23.86 billion by 2029. This growth is being driven by what Adrian describes as “new possibilities to gain wealth through the businesses of this time.” Tech entrepreneurs, cryptocurrency investors, and digital innovators are bringing fresh perspectives to traditional markets.
This evolution is perhaps most visible in unexpected corners of the luxury market. “Classic cars are now sold at auctions at a higher price than old master paintings,” Adrian observes, highlighting how traditional luxury assets are being revalued by new wealth. Among the brands that have successfully maintained their relevance, Adrian points to several standouts: “Guerlain, Rolls-Royce, Vacheron Constantin, Hermès, Loro Piana, Chanel.”
These houses have mastered what she calls the essential balance—adapting to new trends while staying true to their character, heritage, style, and core values.” In the Italian luxury sector specifically, houses like “Ferrari, Loro Piana, Lamborghini, Prada, Fendi, Ginori 1753, and Bvlgari” exemplify this successful preservation of heritage while embracing innovation, particularly in their approach to sustainability and craftsmanship. Looking ahead, Adrian predicts a shift toward experiential luxury.
“High-end travel, immersive experiences, and private events will be even more valuable than luxury goods,” she forecasts. This shift reflects the changing preferences of ultra-high-net-worth individuals, who increasingly seek unique, unrepeatable moments over material acquisitions. For heritage brands, success in this new era requires threading a delicate needle. “Quality over quantity is crucial in the luxury world,” Adrian emphasizes. Through her own work, she demonstrates that a refined approach to digital engagement can complement, rather than compromise, traditional luxury values.
As she concludes, “A refined classic taste is always in trend and timeless at the same time.” This return to fundamental principles isn’t merely marketing—it’s a response to heightened scrutiny from sophisticated consumers who demand both excellence and accountability. Houses like Hermès and Loro Piana have strengthened their positions by emphasizing their artisanal heritage and sustainable practices, proving that in the luxury sector, the past may well be the key to the future.