NFTs and digital assets have revolutionized how young buyers engage with luxury brands. For Gen Z and millennials, these technologies offer exclusive access to digital collectibles, limited-edition art, and other assets tied to high-status brands. The appeal lies in their ability to offer a sense of ownership and investment in digital goods that appreciate in value over time. For luxury brands, NFTs provide an opportunity to create unique experiences and deepen consumer loyalty by offering tokenized rewards, virtual fashion items, or immersive online events. By tapping into the digital economy, brands can establish new connections with younger generations who seek innovation alongside luxury.