Luxury Society | Whisper Campaign


Luxury Society Invitation, courtesy of Luxury Society

PARIS, France — In recent weeks, discreet off-white envelopes with a bold red wax seal arrived at the offices of some of the most influential people in the global luxury industry. Architects and Editors, CEOs and Presidents, Creative Directors and Agents from Tokyo to Mumbai and Hong Kong to New York received the classic, snail mail invitation. The invitations weren’t only for bold-faced names, mind you, but also for the next generation of leaders of a new movement for change in the luxury industry, including bloggers, entrepreneurs and all-out luxury rebels.

With names and individual log-in codes in hand-written calligraphy, the invitation mixed the old-fashioned with a touch of the modern, creating a sense of mystery that was too irresistable to ignore.  Recipients opened envelopes to find personalised invitations to become founding members of Luxury Society, the newly established online business network for the global luxury industry. The invitation was accepted with exceptionally high-levels of participation.

So why am I telling you all of this?

Every so often, I meet with start-ups who are looking for feedback and input. And once in awhile, these conversations lead to an opportunity for real collaboration. It was in this way that I joined the founding team of Luxury Society just over a year ago as Editor-in-Chief. I am pleased to share the news as Luxury Society will hopefully be of interest to many BoF readers.

For now, Luxury Society is in Private Beta and remains an invitation-only community for luxury professionals  — but we have a special opportunity for BoF readers to jump the queue. If you would like to be considered for membership  to access the exclusive content, company database, career opportunities and networking functionality, all focused on luxury, please send the following details to

1. Name
2. Email Address
3. Company
4. Title/Role

And fret not, BoF is not going anywhere. We have more features, events and improvements underway to keep growing and building here as well. Thank you for your continued support.

Imran Amed is Editor of the Business of Fashion and Editor-in-Chief of Luxury Society.

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  1. I’ll be bold. Predicting that the current share held by the luxury market, will be progressively eaten away. More & more multi-label stores are popping up, a trait not many would have foreseen 10 years ago & they’re offering an alternative niche to discerning consumers who clearly have disposable income. I think if you look at younger cities, encapsulating a younger audience, there’s less emphasis on luxury. When I say your younger cities, I don’t mean your developing western cities like Beijing, or Doha. We’re talking places like Montreal, Melbourne. What defines luxury anyway…Rick Owens would be an interesting example.

    me from Exeter, Devon, United Kingdom
  2. I’m (unfortunately) still a student, but as soon as I am in a position for consideration, I will definately be posting my application. Love the aesthetic, love the concept.

    JB from Romford, Havering, United Kingdom
  3. @JB. Not to worry. We will have a special section for students on LS as well.

    @Pia.Stan, please send your email to

    Imran Amed, Editor from London, London, United Kingdom (post author)
  4. sounds intriguing

    alison s from Greenwich, CT, United States
  5. Well done. I keep my mail and subscriptions to a minimum, but this one got me. Excellent campaign and beautful website. To add a comment about luxury – I believe that luxury will always be here because of specific drivers of human behavior. In its most simplified form, we need rewards. However, our values do change and right now that couldn’t be more true. The world is constantly adjusting to value shifts, and vice versa. So, the definition and specific desires behind luxury will change, but unless the word changes – which is possible too – the need for luxury will remain in some form or other; like this free indulgence — thank you so much.

  6. Hi Imran,

    You seem so familiar to me, I wonder if we have met. I am the Editor in Chief at Beauty Revolution Magazine. Your article is fun and the whisper campaign is amazing! Congratulations!
    If you will, I would love to hear more.

    Many blessings and I look forward to hearing from you.
    Susan Alveshere

  7. Hello.
    I emailed for the membership,but my mails are coming back. What should I do?
    Thank you very much and looking forward to be part of Luxury Society.

    Luba from Ukraine
  8. Hello Imran,

    I’m a kitchen design specialist that represents luxury bespoke cabinetry to the trade. Kitchens are based on fashion and I stumbled across your site on a LinkedIn discussion board.

    Maybe the whisper will grow to a scream!!

    Loved the viral old school/new school campaign.

    Thanks for sharing and now you’ve got a new supporter for your beautiful site. Looking forward to being included in the Secret Society.

  9. Hello Imran,
    Missed your conversation with Harold Tilman, I’m told it was a good evening! How very enticing and intriguing is the concept of a ‘whisper campaign’. The power of word of mouth I love it! Looking forward to its general release and hopefully a subscription!?


    London College of Fashion

  10. @Leigh: Actually, the Harold Tillman talk had nothing to do with BoF, but seems they decided to co-opt our name! That’s okay…we are happy the The Business of Fashion spirit is spreading.

    Imran Amed, Editor from London, London, United Kingdom (post author)
  11. Hi Imran,
    I am a member of Luxury Society and have been for a little while now. I love the site and in particular the newswire – worldwide luxury news all in one place! I can’t seem to access any of the “career” section or the “intelligence – market watch” is there a limited access restriction?
    Best regards
    Kellie McSorley

  12. Luxury – the word itself implies indulgence of a decadent nature. However I have known a very wealthy woman whose luxury consisted of cleaning out rooms at a Buddhist centre – so luxury in its true sense means ‘out of the ordinary’ – the commercial world has stolen both the phrase ‘designer collection’ and ‘luxury brand’ – whereas, in fact, real luxury is artisan – art created by artists who have a passion for their craftsmanship – not the mass produced ‘stuff’ like bags and blazers made in tens of thousands. So luxury in the future will not be the commercial heavily advertised and promoted articles that have names emblazened on the surface – real luxury will be truely beautiful crafted clothes that tell the story of the individual instead of the individual as part of a mass. With the internet it is now possible for these gems to be found by anyone in the world – a new order has been born. There will always be room for the cloned and aspirational, but the individual is now stronger and the big corporations will have to consider what role they now need to play. Just being able to touch on the world of fashion through the newsletter from Business of Fashion is luxury to me. Thank you for that.