My favorite trends reshaping the future of luxury tech

I’m sharing 7 macro trends I’m excited about

Luxury is entering a new era—where craftsmanship meets code, where a handbag tells a story, and where ownership is no longer just physical. As we approach 2026, here are the macro trends defining the next generation of luxury:

1. Phygital will become the norm

Physical + Digital integration will shift from innovation to expectation.

• Smart authentication (NFC, blockchain) will be embedded in nearly all high-end fashion and watches.

• Resale platforms will demand verifiable provenance as standard.

• Post-purchase storytelling will be powered by connected packaging—NFC tags, QR codes, or AR interfaces.

The product is no longer just the object—it's also the data around it.

2. Luxury enters the AI age

AI will quietly power the luxury experience behind the scenes.

• Ultra-personalized recommendations for HNWIs.

• Generative AI for product design, campaign content, styling previews, and bespoke lookbooks.

• VIP AI concierges integrated into private ecosystems and loyalty apps.

Luxury will always be human but AI will make it hyper-personal.

3. Digital twins & virtual try-on go mainstream

Once considered gimmicks, virtual experiences are maturing fast.

• Shoppers will use digital twins; 3D avatars synced with their body data for try-ons.

• Boutiques will deploy AR mirrors and mobile previews to reduce returns and increase conversion.

• Virtual showrooms will become functional—not just beautiful.

Presence and play will drive deeper product connection.

4. On-chain product identity becomes standard

A wave of regulation and consumer demand for transparency will accelerate adoption.

• Blockchain-based product passports will store everything: authenticity, repairs, ownership history.

• Circularity platforms (rental, resale, refurb) will plug directly into these identities.

• Luxury groups may form private consortium chains or adopt shared infrastructures.

Identity and provenance will no longer be optional, they’ll be infrastructure.

5. Tech-enabled circularity takes off

Sustainability will become experiential and data-driven.

• Consumers will expect to see material origin, carbon impact, and repairability up front.

• Brands will tie benefits (resale, care, loyalty) to the product's digital ID.

• Embedded tech (NFC, RFID) will unlock content on repair, resale, and carbon offset.

Circularity is no longer a CSR talking point, it’s a proper product feature.

6. Luxury’s tech acquisition spree

Big players won’t wait for innovation, they’ll buy it. We can expect LVMH, Kering, Richemont and others to acquire startups in: AR/VR commerce, AI personalisation, Blockchain + smart tagging. Europe and Asia are key regions for early-stage partnerships and tech licensing. The smartest startups will be absorbed, or partnered with, sooner than you think.

7. Privacy-first luxury

As data becomes currency, trust becomes brand equity.

• High-net-worth consumers will demand control over their digital footprint.

• Decentralised ID will play a role in personalised loyalty without surveillance.

• Exclusive offers will be gated by wallets, not just emails.

Privacy is the new personalisation.

So, What does this mean for you?

If you're interested or building in this space, here's how to stay relevant:

• Be the bridge between physical product and digital narrative.

• Build around interoperability especially for resale, loyalty, and identity.

• Design useful post-sale experiences, not just authentication layers or simply surfacing information.

• Stay human: technology will enhance experience, connection and emotion but it will never replace them.