What do we expect from luxury brands but being pioneers in their domain ? Nowadays, this includes playing a role in social progress. Inclusivity is the keyword. With the current state of our society, from both a cultural and political perspective (which some even say are intertwined), inclusivity and diversity are consistently hot topics in the media. From the acceptance of unisex bathrooms to the first female Democratic presidential nominee, society has embarked on a transformation to become more inclusive. TV shows like Project Runway are now including models ranging in sizes, breaking the stereotype that a certain body type can succeed in the fashion and model landscapes. Looking through a brand lens, inclusivity in branding allows for all customers to see themselves in that brand. From marketing campaigns showcasing a diverse consumer base to physical representations of diversity in-store or online, brands need to transform instep with society to maintain relevance in the marketplace. The rising star of modeling Winnie Harlow shows how such commitment are successful. Another good example would be one of the most recent campaigns of Tiffany’s displaying a gay couple. Obviously, helping the customer to identify and bond with the brand will create business opportunities and boost sales. It will also raise customer’s loyalty on the long haul by ensuring them the brand is compatible with their own personal concerns or values.