theories on new luxury

a collection of theories about what is / how “new" luxury is changing

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THE CLOUT VS COST MAP Last week I posted about the decoupling of taste and money. Building on that: cost doesn't equal clout either. The coolest things have never been for sale. You earn them, you get let in, or you make them yourself. https://t.co/K2Ip8kuhja

edmond

x.com

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In: Apple Music, British girlfriend, reiki, martial arts, Los Angeles, tone poems Out: health trackers, orange wine, Kindle, caffeine, big pants, supper clubs

Sean X x.com

The kids are joining running clubs, buying “dumb” phones, woodworking, rocking Walkmans, joining supper clubs, etc because their lives have been swallowed by digital black boxes, and in this moment of uncertainty (tension re: war, AI, climate), they crave tangibility. It’s simple

Sean X x.com

NEMESIS • Brands After Vibes

Edmond Lau

The New Luxury Pyramid: In the time of the 'Oat Milk Elite', status signifiers can be difficult to decode. What once might have been a universal signal of wealth like a Rolex or a Chanel Bag, now can under certain circumstances instead ironically communicate the lack thereof. These days, it seems like we prefer signs that are harder to fake. Taking a photo with a Birkin? Easy. Maintaining your yuppie deluxe lifestyle with two kids and a mortgage? A little harder. Think caseless iPhones, 10.30am fitness classes, not having roommates.

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