The New Meaning of Luxury: an Interview with Finollo

For decades, the brand was a synonym for belonging — something to display, to wear as a symbol of success and social recognition.

Today, that paradigm has profoundly changed.

A recent Deloitte study confirms it: consumers around the world – from Italy to the United Arab Emirates, from the United States to Japan – are no longer looking for a logo, but for meaning.

The Value of Authenticity

Today, a brand is perceived as a guarantee of quality, integrity, and identity. It must tell a story – ideally one rooted in a place, in skilled hands, in tradition. This tendency finds fertile ground in Italy, the homeland of craftsmanship and Made in Italy.
People no longer choose a brand to “belong” to a social class, but to identify with a way of being. Territorial roots, transparency, and a direct relationship with the customer have become essential values.

From Showcase to Experience

As Francesca Linke, owner of the historic Finollo in Genoa, explains,

“Today’s client doesn’t desire an object to display, but an experience to live.”

Every shirt, every tie, every garment is born from a personal dialogue — a bespoke process where the client takes part, choosing, designing, imagining.

“The value,” continues Linke, “lies in the uniqueness of what we create. The era of luxury as a status symbol is over: those who come to Finollo today seek quality, integrity, and authenticity.”

The Return to Local Roots

The Deloitte research confirms this trend: trust is growing toward local businesses (+43.1%) and niche brands (+39%).
In a world dominated by digital access, human contact has once again become a mark of distinction. Consumers want to know who is behind a product, how it is made, and where it comes from.

For Finollo, which has represented Genoese sartorial excellence for over a century, this has always been the heart of its work: creating bespoke garments that tell the story of a city, a tradition, and a way of life.

Conscious Luxury

The new luxury is no longer a race for visibility, but a return to essence. It’s the emotion of owning something authentic — made especially for you, with care and mastery.
In an age where everything can be reproduced, uniqueness has become the true status symbol.

And within that uniqueness, Finollo remains a point of reference: a place where time is measured in gestures, where tradition converses with the present, and where every client becomes part of a story that continues to be written, thread by thread.

Read the full interview: