Is Offline the New Luxury?

In an era dominated by screens, the significance of silence, privacy, and disengagement from technology is increasingly recognized. By 2025, the practice of 'going offline,' once a largely unnoticed action, has evolved into a status symbol and a novel means of demonstrating one's affluence, creating an exclusive club of digitally disengaged individuals.

The Complexity of Connectivity in Luxury Marketing

For many years, luxury has been synonymous with visibility, as seen in Chanel's iconic double-C logo and Gucci's distinctive monogrammed offerings. However, as digital noise escalates, the affluent are finding prestige in tranquility. According to Business Insider (2025), the act of disconnecting from technology has evolved beyond mere escape; it now revolves around the idea of reestablishing a sense of exclusivity, a realm in which luxury brands have consistently excelled and are now influencing a new trend.

This concept has enabled brands such as Hermès and Bottega Veneta to establish significant empires. Hermès emphasizes quality and rarity over celebrity endorsements in promoting its products. Bottega Veneta took an essential step in 2021 by deleting its social media accounts, demonstrating that true luxury does not require constant validation. The communication was unequivocal: "We do not merely follow trends; we actively influence the culture."

According to Kapferer (2021), factors such as distance, inaccessibility, and selective communication contribute to the desirability of luxury brands. This proposed retreat aligns seamlessly with that concept. In a crowded digital landscape, opting for an offline presence represents a unique form of scarcity.

Being offline can serve as an indicator of one's status

In the premium market, exclusivity holds significant value. In an era where individuals can easily "follow" brands like Dior or Louis Vuitton online, what does exclusivity truly signify? Unfortunately, they are not currently available.

Aman Resorts, describing itself as a "sanctuary for disconnection," intentionally lacks Wi-Fi in public areas, viewing this as a luxury rather than a limitation. Loro Piana and Brunello Cucinelli are integral to the "quiet luxury" movement. Their garments cater to individuals who have nothing further to demonstrate, often conveying more through nuance than through overt branding.

The offline experience has gained significant importance, particularly in the fashion retail sector. The tactile, deliberate experiences offered by Balenciaga's immersive installations, Louis Vuitton's traveling exhibitions, and Gucci's Vault pop-ups cannot be replicated through scrolling on a phone. Engaging in offline interactions is an effective method for establishing connections, requiring effort, travel, and a commitment to presence.

The Psychology of Offline Yearning

From a psychological perspective, the offline luxury trend is rooted in what Thorstein Veblen (1899) referred to as 'conspicuous leisure,' which involves the display of time and freedom. In the digital era, actual influence lies in the ability to remain offline, refraining from posting or responding to online content. This psychological aspect is a key driver of the trend.

Today's consumers of luxury goods, particularly those from Gen Z and affluent millennials, seek mental clarity and serenity. A 2024 Deloitte Insight Report on Luxury Trends indicates that 78% of high-income consumers prefer experiences that facilitate a sense of "slowing down" over acquiring additional possessions. Experiencing offline time represents a significant luxury, a privilege that is accessible to only a select few.

Prominent individuals and entrepreneurs are leading the way. Zendaya, Mark Zuckerberg, and Kendall Jenner have all addressed the concept of "digital detox" periods. At the same time, LVMH CEO Bernard Arnault has subtly redirected attention toward "heritage storytelling" rather than influencer marketing. Apple, a leading technology company, now promotes its Vision Pro headset with the emphasis on "presence over distraction."

Image Credit: Apple, 2025.

Offline Spaces as Contemporary Luxury Venues

Luxury hotels and stores are transforming our perception of space from a void to a dynamic entity. Dior's Café Montaigne invites guests to enjoy a serene experience free from digital distractions. Rolex boutiques feature interiors that effectively manage sound and light, fostering an atmosphere of tranquility that inspires confidence and a sense of enduring quality. The significance of 'offline atmospherics' in luxury management cannot be overstated. They are not just a part, but the essence of what marketing theorists refer to as experiential branding, providing a deep and immersive luxury experience.

Offline settings are experiencing a resurgence in fashion education and retail innovation. AI personalization is transforming e-commerce, with physical spaces now serving as venues for individuals to engage with brand values rather than merely products. Jacquemus serves as an exemplary model. His experiential pop-ups, encompassing lavender fields and floating handbags, have transformed silence and minimalism into events that attract significant interest and encourage sharing, which is intriguing given their substantial online presence.

Raffles Jakarta and the Evolution of Fashion Marketing

At Raffles Jakarta, we understand that the upcoming generation of fashion leaders must excel in both digital proficiency and the ability to disconnect. The Fashion Marketing and Management program equips students with the skills to oversee luxury brands, integrating storytelling, sustainability, and sensory experiences in both digital and physical environments.

Raffles Jakarta was the only institution in Southeast Asia to have a representative at this year's Milan Fashion Week. Our students not only study fashion; they embody it, showcasing their creativity and originality on stages around the world.

To gain further insights into this global achievement and discover how our students are shaping the future of luxury and fashion management, click here to read the complete story.

Final Reflections

Luxury has consistently represented elements that money cannot purchase: time, peace, and meaning. In today's hyper-connected environment, the ability to disconnect, even for a brief period, has emerged as a significant indicator of affluence and personal identity.

The future of luxury marketing is not about being louder. It is more subdued, less common, and profoundly more relatable.

For detailed information regarding the prerequisites for enrolling in our fashion programs, please click here.

Arman POUREISA

Marketing Manager

Raffles Jakarta

References

Business Insider. (2025, November 2). Going offline became the new luxury in dating, phones, and apps. Business Insider. https://www.businessinsider.com/going-offline-became-new-luxury-dating-phones-apps-2025-11

Kapferer, J.-N. (2015). Kapferer on luxury: How luxury brands can grow yet remain rare. Kogan Page. https://www.koganpage.com/product/kapferer-on-luxury-9780749464912

Schmitt, B. (1999). Experiential marketing: How to get customers to sense, feel, think, act, and relate to your company and brands. Free Press. https://archive.org/details/experientialmark00bernd

Deloitte. (2024). Global powers of luxury goods 2024: A new era of luxury. Deloitte Insights. https://www.deloitte.com/global/en/Industries/consumer/analysis/gx-cb-global-powers-of-luxury-goods.html

Veblen, T. (1899). The theory of the leisure class: An economic study of institutions. Macmillan. https://www.gutenberg.org/ebooks/833

Going offline became the new luxury in dating, phones, and apps. https://www.businessinsider.com/going-offline-became-new-luxury-dating-phones-apps-2025-11

Apple Inc. (2025). Apple Vision Pro. Apple. https://www.apple.com/apple-vision-pro/