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Older generations may have moved towards to minimal logos and subtle signifiers of wealth, not everyone wants their luxury to be low key. In fact, conspicuous consumption is seeing a revival among members of Gens Y and Z – who drove 85% of the luxury sector’s growth in 2017. They want luxury brands to take themselves less seriously and be playful in their products and communications. So, whether through bold, nostalgic logos or branded skateboards, luxury is getting a tongue-in-cheek makeover.