New Academic Text Explores the Evolution of Global Luxury

Edited by Issa PR founder Viet N'Guyen and published by Cambridge Scholars Publishing, the book arrives this autumn as a cross-disciplinary study of the industry’s metamorphosis. Rather than focusing solely on traditional craftsmanship, the text tracks the rise of phygital experiences, the integration of artificial intelligence in storytelling, and the decentralization of brand authority. The collection draws on insights from eight global experts, including menswear designer Bianca Saunders, filmmaker Felipe Franco, and digital art pioneer Mark Dale.

The volume addresses the changing expectations of modern consumers, who now prioritize sustainability and social responsibility alongside brand identity. By synthesizing perspectives from fashion, automotive, art, and media sectors, the work aims to provide actionable frameworks for business leaders navigating an era where meaning has become a core component of value. The publication serves as an extension of N'Guyen’s annual Future of Luxury symposium, further solidifying the agency’s role in shaping discourse around the intersection of commerce and cultural consciousness.