Welcome to the inaugural edition of The Insider, Moriarty Events’ exclusive look behind the scenes of luxury event production. As leaders in curating extraordinary experiences, we are dedicated to pushing creative boundaries, fostering meaningful industry conversations, and celebrating the exceptional individuals shaping the world of luxury.
This edition brings you an exclusive interview with Rosie Shephard, a pioneering figure in luxury communications, as well as insights into the latest trends, innovations, and the role of physical experiences in brand storytelling. Let’s dive in.
Exclusive Interview: Rosie Shephard on the Future of Luxury
Rosie Shephard is a highly respected communications strategist and industry leader, renowned for her transformative work in luxury communications and her dedication to advancing gender equality. As the founder of the Luxury Communications Council (LCC), she connects marketing and communications leaders from the world’s most prestigious brands, driving discussions that shape the future of luxury.
What key trends in luxury do you see emerging in 2025 and beyond?
In my eyes, 2025 won’t be a catalytic year – but a year where we see emphasis and extensions of the trends that have emerged in the past 5 years.
In luxury, the obsession with ‘wellness’ will shift to health and medicine. Functional medicine and biohacking are now the ultimate luxury signifiers. Collaborations will continue to drive excitement in both the high and the low. Brand community building will create cult-like followings, where the brands we choose to engage with are increasingly an extension of one’s identity – much like membership clubs and the labels associated.
At the Luxury Communications Council network events, we are always discussing the latest trends, innovations and technology with our members – but ultimately, the red thread that underpins all discussions is the need to approach the new and emerging with intrigue and open-mindedness. It’s important, however, not to get swept up in the noise of micro-moments or reactionary trends.
Some trends arise for a reason or a season, but only a few have the staying power.
How can the luxury sector stay competitive by balancing tradition and innovation, particularly with advancements in AI, e-commerce, and the metaverse?
The most exciting brands are true experimenters; it’s in their DNA, not just an afterthought.
Luxury brands often have brilliant creatives, designers, and early adopters who live and breathe the brand, yet they’re often confined to narrow roles and specific deliverables. However, are so capable of delivering innovative ideas and suggestions beyond their silo.
Allowing cross-departmental teams the time and freedom to explore, expand their creative horizons, and flex new ideas is key. While it can be challenging to protect this ‘space’ in commercial environments, it’s the very spark of innovation that keeps a brand at the cutting edge of luxury. Often, you don’t know what’s possible (or what’s right) until you try.
Harness the hive mind, protect the time and be encouraging of the weird and wonderful. It’s amazing what can emerge from such conversations.
Which innovations in design, materials, manufacturing, and CSR are luxury brands prioritising to balance aesthetic appeal with sustainability and environmental goals?
The materials we use - and, just as importantly, those we discard - are central to sustainability discussions, and rightly so. Brands must prioritise addressing the source, finding solutions that offer the same level of quality and finish. Stella McCartney was well ahead of the time.
Beyond this, luxury brands must also remember their role as tastemakers. Educating consumers and positively influencing behaviour is a crucial part of this. The new legislation around digital passports will drive a major shift in transparency and offer a fresh opportunity for storytelling - inviting customers on a journey, educating them, and building a deeper connection. This is really exciting and will hold all to account. It’s an opportunity to raise the bar across the board - encouraging innovation, fostering trust, and ultimately leading to more ethical practices.
How important are experiential and physical events in shaping luxury brand experiences and fostering connections with consumers in today’s increasingly digital world?
Vital. It is the lifeblood of marketing and communications. With my PR agency Shephard Communications, there is an evolving requirement to deliver the UHNWI and HNWI end-users for experiential and physical events. It’s totally altering our proposition.
It’s also been exciting to see brands engage more deeply with their most loyal customers—offering exclusive trips, behind-the-scenes access, and unique experiences. Events are moving beyond just ‘status’ and evolving into community-building activations. Authenticity holds immense power in marketing, and this extends to the individuals you connect with. Build a tribe, empower them, and watch the influence aggregate.
Ultimately, in a content fuelled world – events naturally generate ‘insider’ content that captures attention & admiration, and the benefits extend far beyond just those in the room. Each attendee becomes a potential ‘brand channel’ at every event, helping to share and amplify your message. It’s a marketing and communications dream.
How can luxury brands maintain exclusivity while promoting inclusivity, especially as younger generations demand greater diversity and representation?
Luxury brands by nature are aspirational. They are about driving that desire to invest in the brand, quality and experience. This core essence remains unchanged, regardless of audience or generation.
However, it’s about how you represent and connect with different audiences. The key is meeting them where they engage—whether that’s on TikTok, Snapchat, or gaming etc. These powerful channels offer the perfect opportunity to showcase and flex your brand. And when doing so, there’s no excuse for not creating content that reflects the rich, multicultural, and diverse world we live in.
Inclusivity in representation doesn’t dilute exclusivity - it can enhance it, making the brand feel more culturally attuned, progressive, and forward-thinking while retaining its aspirational appeal.
By creating aspiration, driving awareness, and being true to the world around you, your brand will not only resonate but also endure the test of time.
Moriarty Quickfire:
The River Café – a classic.
Scarfes Bar at the Rosewood Hotel. And I would be most certainly ordering a margherita (or two!)
This year, we’ve been at the helm of some of the most innovative luxury events, from transforming spaces into immersive storytelling environments to redefining the role of craftsmanship in event design. Our approach fuses the past with the future, balancing heritage with cutting-edge innovation to create truly unforgettable experiences.
As we move into 2025, we look forward to continuing to set new benchmarks in luxury events, working with visionary brands and tastemakers to redefine excellence. Stay tuned for more exclusive insights in the next edition of The Insider.
