Client wants “luxury” but hates traditional serifs (too old-fashioned). Any modern alternatives? How do fonts convey exclusivity without clichés like gold foil?

Hi! Ditch serifs—opt for minimalist sans-serifs with high contrast (thin strokes, clean lines). Try Futura PT or Avenir Next. Pair with a neutral palette (charcoal, ivory) and ample whitespace. This article on how to pick a font for your brand notes that luxury brands like Balmain use custom typefaces to avoid overused fonts. Bonus: Letter spacing matters—tight kerning feels premium. That’s what I have to recommend, good luck!