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Hodinkee and the new luxury
The problem is that within many conventional retail organisations, the term “content” is conflated with advertising. To wit, I’ve even seen entire brand YouTube channels that contain nothing more than a company’s TV ads. And while it is true that fashion brands like Chanel and Burberry, for example, long ago began to think more like media companies
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Consumers, too, have become more aware of the mechanics of brand-building. As a result, companies are under pressure to simulate authenticity by leaning into more personalized forms of communication.
Vox • Brands want to be more than your friend. They want community.
Luxury is no longer about simply reviving heritage codes of the past, but rather it’s a dream space. Status is therefore found in radical solutions and ground-breaking projects.
Victoria Buchanan • Vol.17: Victoria Buchanan: Surrealism, World Saving Luxury + Fractional Work
