When I first started out as a young copywriter, I learned fast that when it came to luxury brands, there was a certain line that couldn’t be crossed. Irreverence was reserved for fun, young, grassroots brands. Luxury brands were to be given the white glove treatment.

But as Gen X and Gen Y consumers unleash their buying power, I wonder if that line is starting to blur a bit. Take a look at this email I received from Lord and Taylor last week:

Not exactly over-the-top, but a bit racy for an upscale department store. Of course, we’ve seen naked models and celebrities in fashion ads for decades, but rarely (if ever) have we seen the Lord’s name taken in vain.

If I had to guess, I’d say Lord & Taylor is responding to new data showing that what Luxury Daily refers to as “luxury newcomers” are responsible for much of the recent growth in the luxury category.

Pretty startling information, actually.

Is your brand ripe for this audience? Then you may want to rethink your strategy. It may be time for your brand to let its hair down a bit. Or it may not. But it’s certainly worth looking into.

There is no denying the buying power of this growing group of luxury consumers. To count them out would be a goddamn shame.