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# Three must-know trends emerge from Luxury category at Cannes Lions Festival of Creativity, states Pum Lefebure, Design Army, and President of Luxury Lions
- URL: https://capitolcommunicator.com/three-must-know-trends-emerge-from-luxury-category-at-cannes-lions-festival-of-creativity-states-pum-lefebure-design-army-president-of-luxury-panel/
- Published: 2026-07-03T20:24:27.000Z
- Updated: 2026-07-05T16:34:11.000Z
- Author: Capitol Communicator
- Tags: Agency, Insights, #wp-upper-left-sponsored, #Import 2026-10-08 18:56

**Pum Lefebure, co-founder and chief creative officer of DC-based** [**Design Army**](https://designarmy.com/?ref=capitolcommunicator.com)**,** was President of Luxury category judging at this year’s Cannes Lions Festival of Creativity, held June 22 to June 26, 2026, at the Palais des Festivals et des Congrès in Cannes, France.

According to Lefebure, in photo, three must-know trends emerged inside the Luxury category jury room:

**1\. Unapologetically Human:**

The strongest work this year was deeply human—passionate, emotional, and truthful. In a world obsessed with speed, the work celebrates the opposite: time to perfect a craft, time to create something meaningful, time to make something worth keeping. From Nikka Whisky’s painstakingly handcrafted “Dear Difference” to Moncler’s emotionally resonant “Warmer Together,” the work that moved the jury most wasn’t driven by technology—it was driven by human connection. As Lefebure observed, “Luxury’s greatest value is not scarcity. It’s significance.”

**2\. Back to the Future:**

The future of luxury looks surprisingly familiar. Again and again, the jury rewarded brands that found new relevance in old stories. Tiffany & Co. drew from its archives to help bring “Frankenstein” to life. Porsche turned decades of VIN records into living biographies. Valentino Beauty revived the spirit of Studio 54 for a new generation. As trust becomes more valuable, heritage, authenticity, and preservation are becoming the most powerful creative drivers in marketing.

**3\. KISS: Keep It Simple by Subtraction:**

The strongest work wasn’t louder—it was stripped down. In a world flooded with content, the jury gravitated toward brands that communicated one idea with unyielding clarity. Moncler’s “Warmer Together” captured this perfectly: two chairs, two friends, one conversation. Black and white. No excess. The future isn’t about more. It’s about less. Less noise. Less complexity. More meaning.

These trends, said Lefebure**,** apply to luxury brands in every category, including hospitality, entertainment, travel, fashion, jewelry and cars.

The luxury category is in its third year at Cannes Lions.