Dazed’s Bunny Kinney on signs of change in luxury

A strategic embrace of technology was spotted at D&AD Awards 2026

Bunny Kinney, Dazed Studio’s global ECD, says that the luxury sector is often playing catch-up when it comes to technological innovation or social-first thinking. “Luxury tends to be a bit of a dinosaur,” he says. While there’s still some scepticism towards AI in the sector, the Luxury jury noted that some campaigns, like Tiffany’s 1837 Tiffany Blue Conservation, drew on the tech in surprising and intentional ways. “They used AI as a kind of research tool where they were able to identify different oceans and seas around the world that have the exact same shade of Tiffany blue in the water,” he explains. While he believes luxury often skews more traditional, Tiffany’s campaign and others in this year’s D&AD Awards signalled small signs of change.

Get more insights straight from this year's D&AD Awards judges in Trends from the Jury Rooms.