Introduction to a special section on branding, buyer choices and the pursuit of happiness in luxury fashion consumption

This guest editorial article introduces a special section dedicated to the findings, paradoxes and opportunities that emerge from a progressing interest in branding, buyer choices, and the pursuit of well-being in luxury fashion consumption. Contemporary topics are considered that include religiosity in Halal economies, motivations that drive second-hand purchases through online redistribution modes, and trade-offs for sustainability in the consumption of luxury brands. The special section culminates in a systematic review of luxury fashion research over the last 13 years, observing common themes of consumer behavior and trends, branding and strategic management, product design and merchandising, advertising and communication as well as retailing and pricing. This summarises the evolving interests of stakeholders that inspire unique, innovative, and authentic luxury trends.