Seeing it before it's obvious.
Paltrow's auction isn't just celebrity wardrobe liquidation—it's the normalisation of high-net-worth resale as cultural endorsement. When the goop founder claims her vintage pieces have 'energy' worth preserving, she's reframing secondhand luxury from necessity into lifestyle choice. This matters because it signals that even mega-wealthy consumers now see circular fashion as aspirational, not settling.
Heritage is becoming currency in two directions simultaneously. Brands are either mining the past (Bob Marley adidas, vintage Versace auctions, rockabilly Robyn for Acne) or inventing new rituals around mortality and transcendence (the urn-speaker, dance festivals, 'wearable tributes'). What connects them: consumers no longer want newness—they want meaning, whether it's inherited or invented.
Glossier and Diptyque are already in market, but fragrance sales rising means solid perfume is becoming the default format, not the alternative. Expect this to disrupt refillable beauty economics and create new luxury rituals around application and portability by Q3 2026.