Glimmers: Redefining Luxury for a New Generation

Glimmers began as brief, feel-good surprises and moments of joy planted amid the routine. As these micro-moments proved memorable and meaningful, they’ve evolved into full-scale trends: the personalisation of sensory luxury and immersive experiences becoming standard expectations in the luxury market.

Anya Hindmarch’s pop-up, for example, the Ice Cream Project, exemplifies WGSN’s concept of “glimmers” by turning tiny moments of joy into powerful brand experiences that offer both surprise and comfort, precisely what WGSN anticipates consumers crave. In the age of the glimmers, where celebrating “minor stones” takes precedence, Anya’s tactical use of sensory nostalgia delivers exactly the glimmer of human connection and joy that consumers value most.

Beyond the charm and creativity, it’s the exclusivity of the experience with limited edition flavours, seasonal openings and location within her curated Village that resonates deeply with today’s UHNWIs. For this audience, luxury is no longer about permanence or price tags, but access to rare occasions that few others can experience. Gen Z luxury consumers are gravitating towards these micro experiences as the new markers of status.

The activations success also intersects with what Vogue Business terms Gen Z’s demand for Chaotic Customisation. In their 2025 report, they highlight how this generation increasingly seeks playful, unpredictable ways to express individuality through personalisation and nostalgic throwbacks. Anya Hindmarch directly taps into this mindset. From handbags shaped like washing detergent boxes to clutches embossed with cereal logos it challenges traditional notions of luxury by injecting humour into high end design and create an emotional connection. Her Ice Cream Project doesn’t just sell a product, it invites consumers into a remix of everyday icons, reimagined with luxury-level craftsmanship. It reflects Gen Z’s desire for experiences that are hyper specific, aesthetically layered and emotionally resonant.

Anya Hindmarch’s Ice Cream Project

Anya Hindmarch is a British designer renowned for blending craftmanship with wit, creating high quality luxury accessories with a distinctly playful spirit. Her brand has long stood out for its ability to inject humour into the luxury space with handbags styled like crisp packets or slogans. Now firmly established as a seasonal favourite within their Village on Pont Street, Anya Hindmarch’s Ice Cream Project is back and once again rewriting the rules on what ice cream should be.

This exclusive activation isn’t your typical ice cream shop, instead it’s a curated edit of British pantry staples reimagined as ice cream, think Branston Pickle, Heinz Baked Beans, Coco Pops and Bird’s Custard, all churned into ice cream that are as conversation starting as they are delicious. Each flavour is beautifully packaged and strictly limited edition. More than a pop-up, the Ice Cream Project is fast becoming a London summer ritual.

Pop ups as the New Standard of Experiential Luxury

This summer’s pop ups across Europe reflect a significant evolution in luxury branding shifting from product centric to experience first strategies. Vogue Business highlights activations including Jacquemus opening a temporary boutique and beach takeover at Cala Jondal in Ibiza and Chanel’s St Tropez boutique opening for the season are examples of how brands now aim to surprise and delight through highly curated experiences. These moments are the essence of what WGSN defines as “glimmers” being joyful experiences that embed emotional meaning into consumer brand interactions. Gen Z in particular, is seeking these feel-good moments as emotional refreshers, where luxury is defined more by access and shareable impact.

Insights from Cannes Lions 2025 show how top luxury brands are adapting to this emotional economy. Activations like Moncler’s “City of Genius”, a multisensory urban takeover and Louis Vuitton’s 5^th Avenue Trunks demonstrate that even large-scale spectacles can deliver intimacy and narrative richness when executed with creativity. Luxury activations are morphing into urban-scale spectacles, where brand resonance leverages iconic venues and mass impact. This is attracting Gen Zs as they increasingly prefer immersive experiences that combine high production with authentic storytelling and cultural relevance.

In today’s luxury landscape, “glimmers” have become key to engaging Gen Z consumers, who prioritise emotionally resonant, shareable experiences over traditional status symbols. Whether through Anya Hindmarch’s nostalgic Ice Cream Project or immersive brand activations like luxury brand beach takeovers, successful luxury strategies now centre on creativity, personalisation, and cultural relevance. As Cannes Lions 2025 highlighted, the most impactful events combine storytelling with sensory richness, proving that for Gen Z, true luxury lies not in permanence but in the power of a fleeting, memorable moment.