Luxury brands represent an important part of the global economy, albeit one that is generally accessible only to a small proportion of the world population. Research into the world of digital retailing in this realm has always been sparse in the marketing and business literature. As such, it is difficult to visualize the norms that have changed in the wake of the COVID-19 pandemic and its so-called new-normal. Work in the International Journal of Electronic Marketing and Retailing, offers a qualitative study that hopes to provide some insights into the world of luxury brands.