The notion of luxury has become a mere concept, stripped of its former grandeur. It now refers to an £8m Birkin bag, or logging out of social media for a moment's peace. The definition has been diluted to include anything that screams exclusivity, like a Japanese toilet with a pre-defecation misting function.
Designers are cashing in on this trend, from the Balenciaga hoodie emblazoned with the word "Luxury" to Gwyneth Paltrow wearing it while chopping a pineapple in her Hamptons home kitchen. Demna Gvasalia, the mastermind behind Balenciaga's latest stunt, is no stranger to controversy. His designs have sparked outrage and fascination alike, from trainers covered in fake mud to Kim Kardashian wrapped in duct tape.
Fashion brands are now embracing the term "Luxury" with reckless abandon, often blurring the lines between high-end fashion and fast fashion. The hoodie, for instance, resembles a £15 version from Temu, but is still marketed as a luxury item due to its branding.
Experts argue that this trend is a reflection of our increasingly digital lives, where people are more focused on aesthetics and status symbols than actual craftsmanship or exclusivity. Jana Scholze, an associate professor at London's Kingston school of art, notes that the term "Luxury" has become meaningless in recent years, but brands like Balenciaga are now proudly self-identifying.
The rise of online influencers and social media has also contributed to this shift. Demna's designs appeal to a generation who have grown up online, where the notion of luxury is often reduced to a series of likes and followers. As Dr John Armitage puts it, "the meaning of luxury is constantly changing – historically, geographically, economically, technologically."
In short, luxury has become a shape-shifter, devoid of any concrete definition or meaning. It's now a label that can be slapped on anything from £8m handbags to £9,000 stainless steel coffins, all in the pursuit of exclusivity and status.
Designers are cashing in on this trend, from the Balenciaga hoodie emblazoned with the word "Luxury" to Gwyneth Paltrow wearing it while chopping a pineapple in her Hamptons home kitchen. Demna Gvasalia, the mastermind behind Balenciaga's latest stunt, is no stranger to controversy. His designs have sparked outrage and fascination alike, from trainers covered in fake mud to Kim Kardashian wrapped in duct tape.
Fashion brands are now embracing the term "Luxury" with reckless abandon, often blurring the lines between high-end fashion and fast fashion. The hoodie, for instance, resembles a £15 version from Temu, but is still marketed as a luxury item due to its branding.
Experts argue that this trend is a reflection of our increasingly digital lives, where people are more focused on aesthetics and status symbols than actual craftsmanship or exclusivity. Jana Scholze, an associate professor at London's Kingston school of art, notes that the term "Luxury" has become meaningless in recent years, but brands like Balenciaga are now proudly self-identifying.
The rise of online influencers and social media has also contributed to this shift. Demna's designs appeal to a generation who have grown up online, where the notion of luxury is often reduced to a series of likes and followers. As Dr John Armitage puts it, "the meaning of luxury is constantly changing – historically, geographically, economically, technologically."
In short, luxury has become a shape-shifter, devoid of any concrete definition or meaning. It's now a label that can be slapped on anything from £8m handbags to £9,000 stainless steel coffins, all in the pursuit of exclusivity and status.
. Don't get me wrong, having some downtime from social media is a great idea, but paying £8m for a handbag? That's just plain ridiculous 
. And what's next? A luxury toaster that costs as much as a car? 
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. It's not just about slapping a price tag on something and calling it exclusive 
. There's got to be some substance behind it too 
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... like, what's next? A £5k selfie stick with a diamond-studded lens and a certificate that says it's "luxurious"? I mean, don't get me wrong, I love a good designer handbag as much as the next person, but when it's an £8m Birkin bag, that's one thing. But when it's just a fast fashion brand slapping "luxury" on their hoodie and charging you £15... idk 
... and I'm not saying that's all bad, but let's make sure we're not losing sight of what truly makes something luxurious.
. Anyone can slap "Luxury" on a product and make a killing 
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. Everyone wants to feel like they're living the high life, even if it's just for a sec. Social media is like a highlight reel, showing us all the fancy things people have that we don't. But let's be real, most of those Instagram-perfect moments are staged or bought. I remember when luxury was about craftsmanship and exclusivity, not just a label slapped on something cheap. Nowadays it feels like everyone's trying to keep up with the Joneses, and the Joneses are all wearing the same designer clothes 
. I swear, designers are more concerned with selling status symbols than actual quality craftsmanship 
. The whole thing is so shallow. In my opinion, real luxury is about craftsmanship, exclusivity, not some fancy label or social media clout 
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. A generation that's grown up with likes and followers as the ultimate validation... it's so messed up 
. We need to stop buying into this shallow definition of luxury and start valuing quality over quantity 
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I'm so over how everyone's just throwing around the word "luxury" like it means nothing anymore 
. I mean, £8m Birkin bags are wild, but at the same time, a designer hoodie from Balenciaga that looks like something from fast fashion is still selling for thousands?