As luxury houses continue to raise prices, a new generation of French brands such as Sézane, Soeur, Polène, and Loulou de Saison are capturing consumers seeking quality and authenticity at fairer prices. In the Financial Times, Luxurynsight's CEO, Jonathan Siboni, explains how these “affordable luxury” labels are thriving in the space left open by traditional luxury — and why their sustainability will depend on avoiding the race to be overly trendy. Read now to get all the strategy insights.