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Comfort and wellness will “define luxury” this year. 

Comfort and wellness will “define luxury” this year. 2020 was the year that shoppers aligned luxury with well-being as they drove the “comfort consumerism” trend of indulging in purchases as a way to pursue anxiety relief. According to Klarna’s 2020 Holiday Retail Report, 79% of its customers “would rather feel healthy than wealthy.” From the platform’s wishlist, products like Versace’s $275 quilted sleeping mask were among shoppers’ most wished-for accessories. Sneakers took up the most space on the footwear wish list, while activewear and designer athleisure pieces dominated wish-listed apparel. Meanwhile, skincare took six out of the 10 spots on Klarna’s beauty wish list. According to one fashion historian, trends that rise during times of collective anxiety or unrest tend to continue and this time around, will likely “mutate.” YPulse’s Luxury report found that 69% of 13-39-year-olds agree “Luxury is a feeling, not a thing.” (Vogue Business)

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