How luxury lost its soft power
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
How luxury transformed from opulence to populace, and what it means for brands
Sara Bernatamericanmarketer.comTo participate in luxury culture, a person does not even need to participate in the luxury market. They can own, share and trade in luxury images. As the scenarios outlined below show, luxury’s migrating towards ever more imaginary - literally and figuratively - from bizarrely imaginative designs that are bound to do well on TikTok to images t... See more
Ana Andjelic • Luxury x Culture
When brands moved from manufacturing products to manufacturing culture, design, luxury and art, curation zoomed onto taste, aesthetics, identity and social status.
Ana Andjelic • Creativity Is Dead, Long Live Curation | Highsnobiety
Pre-owned model, including rentals and resales, establishes luxury as rarity, uniqueness and power of objects granted to them by everyone who touched them, owned them, and wore them.
Ana Andjelic • Luxury x Culture
Vintage establishes luxury as knowledge - both the knowledge of environmental cost of fashion and the knowledge of history, meaning and importance of cultural goods.
Ana Andjelic • Luxury x Culture
The rich belong to the old industrial economy and to the traditional luxury. They own objects that signify stability, security, and durability (real estate, hard luxury, antiques, high-end wine, collectible art). The core promise of hard luxury is its permanence (“You never really own Patek Philippe. You merely look after it for the next generation
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