Gen Z is set to spend on luxury goods at a rate three times faster than other generations. This new generation of luxury consumers has entered adulthood, and social media and influencers have made it easier to discover and fall in love with luxury brands. In an industry that’s having a tough time, this is a great opportunity. But it also comes with a challenge. Because Gen Z doesn’t watch ads; they watch what interests them.

Absurdity is the latest weapon in the battle for young adults’ attention. It’s unpredictable, unhinged, often humorous, and thus interesting. Mass-market Gen Z darlings like Duolingo, Surreal, and Liquid Death are going all in on it. Luxury brands like Marc Jacobs, Balenciaga, and Jacquemus do an amazing job balancing lo-fi absurd content with high-quality content to still reflect the style and exclusivity that define luxury.