Luxury is entering an evolutionary era, one in which its meaning has beautifully expanded beyond conventional exclusivity and traditional status symbols. Today, the discerning consumer is looking for something far more meaningful: truth, authenticity and a story that has a soul.

Speaking at an event in Mumbai, Vittoria Ferragamo reflected on how the idea of luxury is evolving, emphasising that consumers today seek a deeper connection with the brands they choose and the experiences they pursue.

“We live in an evolutionary era where the concept of luxury has beautifully expanded. Today, the guest is looking beyond conventional exclusivity or traditional status symbols. What they genuinely seek, more than anything else, is truth. Whether travelling, choosing a brand or seeking an experience, people want to feel connected to something real. They want to be part of a real story of passion. They want to belong to a project that has a soul, a history and a purpose,” she said.

For Vittoria, this understanding of luxury is deeply personal, shaped by the legacy of her family and the values she witnessed growing up. “This search for truth is something I was fortunate enough to learn simply by watching my grandfathers and my father. My grandfather, Salvatore Ferragamo, was driven by a quiet yet unstoppable passion for his craft. “For him, making shoes wasn't about building a business. It was just what he felt called to do.”

That same philosophy finds expression at Il Borro, the Ferragamo family's historic estate in Tuscany, Italy, which has evolved into a destination that brings together hospitality, winemaking, agriculture and a deep commitment to sustainability.

“At Il Borro, we have tried to nurture that land, producing organic wines, preserving biodiversity, and growing ancient grains in harmony with the environment,” Vittoria explained.

According to her, this represents a more honest and meaningful understanding of luxury. “To me, this is the most honest form of luxury: the simple privilege to breathe clean air, to eat food that is genuinely healthy and rooted in the soil, to unplug from a digital world and reconnect with oneself. This is exactly what travellers look for when they seek out premium experiences today. Not a contemporary spreadsheet, but a project with a soul, born out of pure, singular passion.”

India and Italy: Soul sisters in luxury

Vittoria stated that the connection between Italy and India goes beyond an appreciation for beautiful objects or exceptional experiences.

“Italy and India are soul sisters in the world of luxury, bound by a shared DNA of culture, craftsmanship and spiritual depth.

Food offers a particularly compelling expression of this shared identity. “In Italy, food is a sacred ritual for love, family and freshness. In India, food is medicine, philosophy, and a sensory celebration of all that," she added.

The artisan at the heart of luxury

Yet, for all the importance of heritage, materials and design, Ferragamo believes there is one element without which luxury cannot truly exist: the artisan.

“The artisan is the foundation. A luxury brand is absolutely nothing without the artisan. My grandfather built Ferragamo on the skilled hands of Italian shoemakers,” she said.

Similarly, she believes India's luxury identity is inseparable from its vast community of craftsmen. “India's luxury identity is built on the hands of millions of master embroiderers and craftsmen who bring centuries of generational knowledge. As both countries experienced massive economic development, our shared non-negotiable challenge is to protect these masters,” she observed.

That protection, she stressed, must go beyond celebrating craftsmanship as an aesthetic or a selling point. “We must ensure their livelihoods, safeguard their techniques and elevate their role in society, so the next generation proudly inherits the craft rather than abandoning it.”

The next decade 

Looking ahead, Vittoria believes the future of luxury will be defined by a deeper commitment to sustainability, craftsmanship and authenticity. “True luxury in the next decade will belong to those who realise that sustainability is not a marketing tool, but a profound respect for life itself. It will belong to the creators who build with faith, who honour the artisans and who dare to tell a story of real passions.”

We caught up with Vittoria to know more about the evolving luxury space. The full conversation will be featured in the November issue of Manifest. Pre-order your copy here.