Advertisements for luxury goods should be seductive. The industry’s whole existence is based on luring consumers to pay high prices for the dream promised by a luxury product, whether status, beauty or the excitement of owning something crafted by hand in our AI age.

So how can that be reconciled with the increasingly bland, uncreative, one-size-fits-all advertisements being pumped out by the world’s luxury brands? The internet has forced brands to churn out ads at dizzying warp speed, and in turn they are relying on a coterie of art directors, stylists and photographers who are considered safe at a perilous time. What they create is a monotonous standardization of ads that risks putting off consumers altogether. Putting it bluntly, these new-look fashion ads are getting boring.

NEW ERA : TRADE WARS AND THE BATTLE FOR RESOURCES
LUXURY AT THE SUMMIT, APRIL 10-13 2025, VAL D'ISÈRE

It seems difficult to talk only about the preservation of the environment when our very lives and livelihoods are at stake. Hence Miss Tweed has decided to widen the scope of its “Luxury at the Summit” in Val d’Isère to include conferences on geopolitics and what the looming trade war means for the luxury sector.

We are very happy to announce two incredible speakers on the topic of European security: Admiral Loïc Finaz, former head of France’s War College who served on numerous warships, including nuclear attack submarines, and Eric Danon, France’s former ambassador to Israel until July 2023.