This work focuses on the business models of luxury fashion brands, mainly based in Italy and France. While emphasizing this segment, it also examines how mass-market and adjacent luxury sectors-such as jewelry, beauty, and hospitality-adopt luxury-branding strategies like celebrity endorsements and content-driven marketing to achieve "masstige" positioning. Some of these approaches even offer lessons for traditional designers. The analysis, though Western-centered, also considers the digital, gamified, and platform-based innovations emerging from Asia, particularly China.