Global Luxury Spending Could Decline Due To The Ukraine War

Nearly one month after Russia’s military invasion of Ukraine, the conflict’s impact on global businesses has spread to luxury industries.

Most high-fashion brands, including LVMH Group, Burberry, and Kering, closed their stores in Russia earlier this month, while announcing their donations to international humanitarian efforts in Ukraine.

How the Russia-Ukraine conflict will eventually affect the global luxury industry will depend on how long it lasts, experts say.

“We see a more likely, immediate, and relevant impact on Russians personal luxury spending locally, strongly driven by local currency devaluation and restrictions in place,” says Claudia D’Arpizio, senior partner and global head of fashion and luxury at Bain & Co., a Boston-headquartered management consulting firm.

Russian luxury customers account for approximately 2%-3%, or about €7 billion (AU$10.28 million) of the total global luxury goods market, she says.

The war will also likely damp consumer confidence in European countries and North America because of increases in energy prices, stock market volatility, the interruption to tourism, and other economic uncertainties, says Federica Levato, a partner at Bain and leader of its luxury practice in Europe, the Middle East and Africa.

“Upon persistence of the crisis, financial stability could be also affected, particularly generating higher stock market volatility. American consumer confidence could potentially decline and eventually also their luxury spending,” she says.

Since Russia’s invasion, more than 19,000 have been killed, 10 million people have been displaced, and more than AU$119 billion in property has been damaged.

Near-term, the luxury brands have taken an economic hit from their decision to close stores in Russia.

In early March, LVMH temporarily closed its 124 stores in Russia. Other fashion houses—including France’s Kering, Chanel, Hermes International, Swiss group Richemont,, and Italy’s Prada—all announced that they had suspended their operations in Russia through their social media accounts.

However, it is unlikely that the luxury brands will stop doing business in Russia, says Kate Newlin, a principal of New York-based Kate Newlin Consulting.

“When you think about luxury, you think of Russian oligarchs as a major segment of customer,” Newlin says. “It will be a larger bet for LVMH to walk away than, for example, McDonald’s.”

LVMH did not respond to a request for comment. The conglomerate, which owns brands such as Dior, Fendi, and Louis Vuitton, donated €5 million to the International Committee of the Red Cross to help those affected by the war in Ukraine in early March.

British fashion house Burberry declined to comment on the war’s impact on its business. On March 11, it donated to two more organizations, Save the Children, and UNICEF, in support of their Ukraine humanitarian appeals, following an earlier donation to the British Red Cross Ukraine Crisis Appeal.

A new investment fund targeting celebrity-founded consumer brands has secured US$40 million in commitments and is rapidly approaching its US$50 million fundraising target, signalling growing investor appetite for alternative opportunities beyond traditional asset classes.

The Global Talent Fund, which has a maximum raise of US$100 million, focuses on building and investing in consumer businesses alongside celebrities, athletes, and influential personalities who play an active role as co-founders rather than simply endorsing products.

The strategy is based on the belief that changes in consumer behaviour, particularly the rise of social media and digital engagement, have fundamentally altered how brands are built and scaled.

GTF founding partner Jeremy Hunt, who is helping lead the fund’s strategy, said consumers increasingly feel connected to personalities they follow online and are more willing to support products developed by those individuals.

“Consumers are searching for content to engage with, and when a celebrity they like or follow takes them on the journey of creating a product or brand, they genuinely feel part of that process,” he said.

The fund is targeting high-growth consumer sectors including wellness, hydration, beauty and recovery, areas Hunt believes continue to benefit from strong global demand and ongoing innovation.

Rather than backing celebrity endorsement deals, the fund is seeking businesses where talent is deeply involved in product development, brand creation and long-term growth.

According to Hunt, authenticity remains one of the biggest differentiators between successful celebrity-backed brands and those that fail.

“The consumer can see clearly if someone is simply being paid to promote a product,” he said. “The winners are typically the brands where the celebrity has genuinely helped build the business from the ground up.”

The model has attracted support from several prominent Australian investors and business families, reflecting broader interest in alternative investments with global growth potential.

Hunt said consumer brands offered a level of tangibility that many investors found appealing.

“Consumer brands are what we touch, feel, smell and taste every day,” he said. “Our investors understand the growth potential in the model, but they also want to be part of the journey.”

The fund’s rapid progress towards its fundraising target comes amid growing recognition that celebrity influence, when combined with strong commercial execution and scalable business models, can create significant enterprise value.

With several high-profile celebrity-founded businesses generating billion-dollar exits in recent years, supporters of the strategy believe the opportunity remains in its early stages.

Global Luxury Spending Could Decline Due To The Ukraine War

The conflict’s impact on global businesses has spread to luxury industries.

With US$40 million already committed, the Global Talent Fund is attracting investor attention with a strategy focused on building globally scalable consumer brands alongside high-profile talent.