The era of "mastigure" is coming to the fashion world. We want luxury, but with a new twist.

Brands that meet the requirements of the "mastige" category offer artisanal quality, exclusivity stemming from small production runs, a consistent and distinctive image, and prices that are significantly lower than those of the most renowned luxury brands. These include brands such as Polène, Sézane, Rouje, and Asket.

Mastigure: Between mass and luxury

Typically, "mastige" brands sell their products through their own channels – brick-and-mortar stores and online. This reduces distribution costs and gives the brand complete control over its image and customer service quality. According to experts, this "lean" model significantly contributes to the success of these brands.

They also benefit from a strong presence on social media, which is heavily used by young consumers. The stakes are high: Generation Z and young millennials are emerging as a customer group with purchasing power that cannot be ignored. Brands across all price ranges are vying for their attention and wallets.

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The task is difficult, as young customers are currently redefining the contemporary definition of luxury, as several reports have already highlighted. For them, luxury means not only the highest quality, style, and exclusivity of products, but also the values behind a given brand.