Traditional luxury historically was an unapologetic display of wealth. However, the rise of the new luxury consumer and the democratising of high-end fashion has presented buyers with an uncomfortable tension between conspicuous logomania and egalitarianism. The tightrope between signalling discernment and the consumption of hype will increase as the trend for exclusive premium products and the projection of the 'everyperson' archetype climbs. How will luxury brands navigate the polarities between exclusivity and inclusivity?