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The Luxury Trap: Why it’s a Mistake to Define Luxury By Price
The bigger issue is this: in today’s brand ecosystem, the word “luxury” has become virtually meaningless. It’s been flattened, diluted, and reduced to a vibe. So what actually qualifies as luxury anymore?
I texted my friend Amanda Mull, a journalist at Bloomberg Businessweek , and she said something that immediately hit:
I texted my friend Amanda Mull, a journalist at Bloomberg Businessweek , and she said something that immediately hit:
“This is Bernard Arnault’s... See more
Who Gets to Decide What’s Luxury?
Why does luxury brand Balenciaga sell a $2,000 purse modeled after a $1 blue Ikea shopping bag? What’s behind the craze for seemingly distressed and worn-out Gucci sneakers? What is Sarah Jessica Parker doing rummaging through the dusty clothes in Rome’s Via Sannio flea market? Why is Cracco, a Michelin star–winning Italian chef, using commercial... See more
Silvia Bellezza • The Mystery of the $2,000 Ikea Shopping Bag
Throughout the history of human civilization, luxury was premised on being expensive, meaning it resulted from investing an unreasonable amount of work, material or other scarce resources into the making of a thing.
But today’s rich [...] wear $500 cotton t-shirts with inscrutable references and visual motifs pulled from a smörgås-moodboard that
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