@Mitsouko1919 , I think in a way it's sort of going back to the old model. A lot of 'prestige' luxury houses are creating alternative spaces, events and special privileges for high spend clients, can't get a Birkin without a longstanding account, Chanel opening specific shops for them, etc. But you see it at the e-luxury level as well, all are trying to bind big spenders through special programs and perks. So that's really playing into the narrative of luxury as exclusivity.
And then there seems to be a more conventional online marketing approach, influencers, faux intimacy and behind the scenes look of how things are made. Because it's online it sort of exists alongside each other without it overlapping really, it's quite a safe strategy (which the Coco Chanel approach was not, very much high risk, high reward). So the whole debacle with the Chanel advent calendar last year (I think) that erupted over socials just doesn't register with their premium clients.
I think their main challenge will be getting younger generations buying into it. They seem to be less prepared to spend on luxury and if they do it's less likely with recognisable names.
Scarves, I'm not the biggest fan of Hermes one either but I will special mention a special version they have made by artisans in Japan which is a joy to watch (and an example of the new digital marketing):
For geometric styles, Toteme have some but tbh the price Vs quality is difficult to justify.
LeScarf despite the name is Scandi, and quite similar to Toteme's style but far more affordable.
Aeneis Paris also has some nice geometric ones.