Gen Z consumers are open to a wider range of luxury options than previous generations, including more accessible and affordable items. They are attracted to luxury brands that offer entry-level or diffusion lines, collaborations with contemporary and streetwear brands, and limited-edition releases. Gen Z seeks luxury experiences that are attainable, inclusive, and resonate with their specific interests and lifestyles. This chapter explores the factors driving Gen Z’s luxury consumption, their attraction to entry-level and diffusion lines, brand collaborations, limited-edition releases, experiences and inconspicuous luxury.