Is luxury having no morals? Or, is luxury compulsively obsessed by celebrities, glossy advertisements and consumption?  It has been the case since long but the social rehashing owing to the phenomenal past decade has pushed it on the brink of righteousness and luxury went under catharsis.

The luxury markets have always seduced the elites promising distingue and sophistication. But the onset of aspirations of middle class, especially in emerging economies, counting on plastic cash and bank loans has given the marketers a new class to make inroads into. Infact, this aspirational class sustains the life of many brands. The development ushered a new trend called ‘luxury shame’, making the wealthy elites flinching from the bling and seeking for more subtle, discrete and visual clues in a product or brand which Karl Lagerfeld described as new modesty.

Satisfying the changing tastes and moods, the big houses like Chanel, Lanvin and Burberry are all turning to heritage for inspiration and accentuating on muted aesthetics, high craftsmanship and nostalgic and emotional values linking the product with the brand’s past. Such is the future of luxury…

Leaving the designs aside, the trust plays an important role in deciding the ledgers. The corporate social responsibility is the new name of the game. With ever increasing consumer awareness and demand coupled with transparency and social bonding by the outburst of social media, has led the corporate honchos to go for ethical fashion and sustainability. Future seems like lying in green luxury which suggests that products are both luxurious and sustainable.

In a recent poll of U.S consumers 34% said they were more likely to buy green tinged products under current conditions. Banking on it brands like Gucci with its eco-friendly packaging bags using less of plastic and more of organic fibers is a step towards positive future. There is a high sound about ethics, transparency, low carbon foot prints and social responsibilities. The Philanthro-capitalism displayed by the stores like Merci in Paris which gives its large portion of profits to charity creates a futuristic luxurious business model.

The terrorized world, thanks to pent up grudges, further contorted by economic slump has led to the massive mental shift from individualism and extravagance to attributes like sharing and collectivism, giving internet a major role to determine the future of luxury. These days shopping has migrated from stores to home and offices. Besides offering convenience and comparison, it also renders discretion. The online streaming of shows like that of Burberry and Gucci and flooding online retail sites across the world are the signs of technical excellence sizing up the future of luxury.

Talking in Indian context, luxury is relatively in its nascent stage in India. The recently held Mint Luxury Conference 2011 in Mumbai explores that luxury is mainly an urban phenomenon in India confined to Delhi and Mumbai. With the growing economic clout, the poor infrastructure, security issues, insufficient quality staff and high duties are playing a spoil sport in India where most of its potential buyers seek the foreign lands to indulge in luxurious splurges.