live your luxury

the new face of a new luxury audience

Gen Z is rapidly dominating the luxury market, with their share of personal luxury goods purchases projected to reach 25%–30% by 2030, rising from roughly 4% pre-pandemic. Along with Millennials, they are expected to drive 50% of the total luxury market by 2025.

To reach this new audience on behalf of iconic luxury department store Neiman Marcus, Young Hero developed a Genzennial spokesperson in the form of Stevie the Style Advisor.

A fresh face to resonate with shoppers on their journey from CTV, to social media, to store, the character of Stevie was created in the spirit of the retailer’s unmatched personal service and the unique relationships the brand is able to forge with their clientele.