Has the concept of luxury become too pervasive, appearing everywhere in SoMe, articles, and marketing campaigns?
The term "luxury" originates from the Latin "luxus," signifying excess or extravagance. Historically, it denoted the opulence of the elite, evident in lavish banquets, luxurious attire, and grand architecture. Today, the dialogue on luxury demands a shift, urging us to consider its essence beyond material wealth.
A personal confession
Earlier, I believed that nature embodied the pinnacle of luxury. This belief, however, evolved as I recognised my role within the problematic systems of marketing and fashion. This realisation was pivotal, prompting a reevaluation of my approach and the notion of luxury itself. Viewing nature as a luxury turns it into a commodity rather than something to cherish and protect.
Luxury is interlinked with consumerism, so there's an urgent call for redefining what it means.
The industry, once defined by exclusivity, now faces a dilemma as the appeal of material goods competes with the growing demand for ethical practices.
Despite the industry's portrayal of exclusivity and bespoke craftsmanship, a stark contrast emerges with the reality of overproduction. Top luxury conglomerates like LVMH and Kering are grappling with unsold inventory, LVMH writing down €3.2 billion ($3.5 billion) and Kering €1.5 billion. This overstock, involving hundreds of thousands of products, exposes the cracks in the façade of exclusivity, challenging the narrative of quality and sustainability. It reflects a systemic waste issue, urging a reevaluation of industry practices amid growing demands for responsible management. The reality of luxury overproduction challenges its image of exclusivity.
In a recent interview, Miuccia Prada's preference for 'useful' over 'luxury' resonates with this context, critiquing the luxury industry's traditional values. Her disdain for the vulgar definitions of luxury highlights a desire for a more meaningful and sustainable approach to fashion—one that values utility and longevity over fleeting trends. The polarity is all too apparent, considering that Prada and Miu Miu are considered luxury brands.
Where do we go from here?
There lies a potent call for change amid the paradoxes between the industry's ideals and realities. This moment beckons us to rethink our patterns, values, and impact on the planet, guided by environmental imperatives and ethical considerations.
True luxury, in its most enlightened form, should not merely be about the tangibles that cater to a select few. Instead, it should embody experiences, moments, and qualities that significantly elevate the essence of living. Imagine a world where luxury is redefined not by exclusivity but by inclusivity—where the richness of life derives not from material abundance but from the fulfilment of basic human needs and the joy of shared experiences.
This vision compels us to question:
What if luxury for all meant ensuring that everyone has access to clean water, nutritious food, safe shelter, and
the beauty of
the natural world?
What if the ultimate luxury is a society where wellbeing, sustainability, and equity are not privileges but guarantees?
When crossroads are presented, can we choose the path leading to a future where luxury transcends its traditional confines? In the best of worlds, the accurate measure of luxury will not be the wealth it represents but the wealth it creates—for all.
In reimagining luxury, we enrich our lives and forge a legacy of stewardship for generations. The question now is not whether luxury has had its run for the money but rather how we can redefine luxury to enrich the lives of everyone. The journey to this new horizon begins with each of us in our choices, voices, and actions.
The first step might be to realise that we aren't mere customers but human beings initially, especially if we have been interpreting everything we do through the lens of commerce.
Article by Johanna Ljunggren
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