What makes a brand “luxury”? I recently had a debate with a friend about what defines luxury in a brand. I feel strongly that it can’t just be about the label attached to a piece of clothing. With new luxury brands like Zhilyova, which creates exquisite lingerie and lingerie bodysuits, luxury manifests in the thoughtful design approach, unique aesthetics, and impeccable craftsmanship. On top of that, it’s also about the exceptional service and the way customers are treated with care and attention.