In a world that’s moving fast, it’s no longer enough to lean on legacy. Heritage needs to flex. It needs to feel alive.
So, how are the most forward-thinking brands reshaping the past to connect with the next generation of culture lovers? We posed the question to a panel of industry experts, and they gave us bold, playful and practical answers.
Reinvention over repetition
Strategy and Sustainability Lead Daniel Wigham opened the conversation with a provocation: “Quite selfishly, brands should focus on reinvention.”
Referencing Gen Z and Gen Alpha’s desire for the unexpected, Daniel highlighted the importance of surprise in today’s brand world. “I saw someone in the chat say, I love to see a brand do something I didn’t see coming. That really stayed with me.”
Paco Rabanne came up as a key example, a house traditionally known for its futuristic, metallic aesthetic, now exploring heritage materials like tweed and fur in new, unpredictable ways. “That clash of old and new is what keeps things feeling fresh”, Daniel added.
Designing the past for the present
When asked how physical spaces can evolve to tell heritage stories in new ways, Robert Thiemann of BETTERNESS Agency looked to Hermès – a masterclass in remixing brand DNA through creative collaboration.
“Hermès consistently invites artists, designers, architects to shape their environments. One recent window display in Paris was designed to resemble a prehistoric cave, entirely made of digitally modelled MDF, painted Hermès orange. It was raw and refined at the same time.”
That push-pull between material and meaning brought the brand’s heritage to life with surprising relevance. “It still felt undeniably Hermès,” Robert said.
Digging deep into the archive
For trend and insight specialist Kathryn Bishop, it’s not just about celebrating the greatest hits, but uncovering the hidden gems.
“People know parts of luxury brand stories by heart. But it’s more exciting to dig into what they don’t know,” Kathryn said. She pointed to Burberry’s recent activation in Selfridges, which told the lesser-known tale of their role in Shackleton’s Antarctic expedition.
Recreated garments and documentary tie-ins brought the story to life, not as nostalgia but as emotional, immersive experience. “It placed Burberry in a much wider cultural conversation,” she added.
Other brands are using humour and play to explore their archives. Kathryn referenced White Stuff’s retro telephone hotline and the destination-worthy Stüssy archive in Margate. “These aren’t just retail moves. They’re expressions of identity, loyalty and love.”
Key Takeaways
Ready to rethink how you tell your brand story?
Download the full New Cultural Horizons reportto dive deeper into this pillar, plus two more future-shaping themes.
