There’s a silence in luxury that I’ve grown increasingly uneasy with. Not the silence of minimalism or understatement — but the silence that echoes during a crisis.
In my two plus decades of working with global luxury brands, launching European maisons into India, and mentoring future leaders of this industry, I’ve often marvelled at luxury’s ability to rise above the noise. Its detachment has long been its charm. But increasingly, I’ve come to question whether that detachment is still desirable — or even sustainable — in the world we now live in.
Because, we’re no longer living in a world where silence feels elegant. Sometimes, silence feels like evasion.
Luxury’s selective voice
When Russia invaded Ukraine, luxury responded in a way that made global headlines. Hermès, Chanel, LVMH — the biggest names didn’t hesitate to shutter operations, close stores, and publicly condemn the violence. It was bold, coordinated, and values-forward.
But not every crisis has received the same attention.
In the case of Gaza, responses have been mixed. With Sudan, Myanmar, and Kashmir — silence has largely prevailed. Recently, after the killing of Indian civilians in Jammu and Kashmir by Pakistani terrorists, there was no collective gesture from the luxury world. No statement. No symbolic solidarity.
And so, the question becomes not whether luxury will speak out — but when, and for whom.
If a brand chooses to act in one geopolitical crisis but not in another, it risks sending a message louder than any press release: that some conflicts are worth caring about, and others aren’t.
The risk of selective morality
Luxury has historically positioned itself as apolitical — aligned with beauty, legacy, and aspiration. But that positioning is being challenged. Today’s consumer, especially Gen Z and millennials, want more than exclusivity. They want alignment. They want to see the brands they love reflect the values they live by.
If a brand chooses to act in one geopolitical crisis but not in another, it risks sending a message louder than any press release: that some conflicts are worth caring about, and others aren’t. That some lives matter more than others.
In a globalised world where consumers are watching — and remembering — this kind of selective morality could become luxury’s Achilles’ heel.
Navigating the conscience gap
To be clear: no one is expecting luxury brands to become political commentators. But the era of values-neutral branding is fading.
Luxury is no longer just about what you wear. It’s about what you signal.
And in a world where customers are more socially attuned, even silence is interpreted as a stance. Brands must now navigate what I call the “conscience gap” — the space between what they stand for privately and what they are willing to say publicly.
Closing that gap doesn’t require aggressive activism. It requires clarity, consistency, and cultural awareness.
Indian consumers notice when brands show solidarity with certain regions and stay silent with others.
What a strategy of conscience looks like
Taking a stand doesn’t always mean shutting down stores or launching campaigns. Sometimes it means:
- A moment of respectful silence or solidarity
- A carefully worded statement that affirms human dignity, without picking sides
- Supporting humanitarian causes in affected regions
- Supporting regional artists and artisans
- Empowering internal teams across markets to respond sensitively.
The key is consistency — not performative outrage. Consumers don’t expect brands to solve global conflicts. But they do expect them to care.
India is watching too
India is no longer a peripheral market. With its luxury sector poised to touch $200 billion in the next few years, and a rising generation of globally connected consumers, India is paying attention.
Indian consumers notice when brands show solidarity with certain regions and stay silent with others. They notice when their pain is deemed less market-relevant. And increasingly, they will reward or reject brands based on how they make them feel — not just how they look.
This is not just an Indian expectation. It’s part of the global cultural shift luxury must adapt to.
A moment for Indian luxury to lead
Interestingly, this also creates a leadership opportunity for India’s own emerging luxury houses — in fashion, wellness, hospitality, and design.
Homegrown brands have the cultural fluency and agility to speak authentically during moments of grief or injustice. They are not constrained by legacy policies or global PR hesitations. They can lead with empathy and set a new precedent for conscience-led luxury.
And that leadership — in values as much as in aesthetics — may be what truly defines Indian luxury in the coming decade.
In a time of crisis, luxury cannot simply return to the comfort of craft. It must confront the discomfort of conscience.
Final reflection
Luxury has always been about storytelling. But stories mean nothing without values. In a time of crisis, luxury cannot simply return to the comfort of craft. It must confront the discomfort of conscience.
Because staying silent is no longer safe — it’s strategic, and visible. And the new generation of consumers? They see through it.
Op-Ed by Abhay Gupta, Founder & CEO of Luxury Connect LLP and Luxury Connect Business School. Widely regarded as The Indian Luxury Strategist, he writes and speaks at the intersection of culture, commerce, and conscience.
