The COVID-19 crisis has dramatically advanced the changes that started before the pandemic in the luxury sector. For instance, how is the luxury empire responding to its many challenges, such as the new ways of consumption and distribution, the widespread digitalization, the growing importance of sustainable development and the circular economy, the explosive entry of gaming, the irruption of the metaverse and NFTs, among many others? How has this sector been able to bounce back? Has the global supremacy of leading luxury companies been confirmed, or are new players emerging and creating fresh competition?Well documented and with many testimonials from key players in the industry, this book is an immersion in the fascinating world of luxury. Essential for understanding what is at stake in this key sector of the world’s economy, it gives an account of the emergence of a “new normal” generating new demands, rules and standards.