This is a range that has collector’s pieces and are a definition of true luxury. When asked to explain what luxury is, [chairman and CEO of Louis Vuitton, Michael] Burke had this to say: “Enduring quality, creativity … it’s a blend of the past and future. The creative approach has to be forward looking, always contemplating to strive for uniqueness but in a relevant way.”
“In other words, it’s creativity that has its origins. A sense of place, sense of belonging, the creativity has to match with the fundamental values of the House, together with uncompromising quality and provenance. Provenance when we go back to materials, in this particular piece, we’re talking about gemstones, metal, but it’s just as true with shoes, handbags, leather, fabrics, ready-to-wear. So uncompromising provenance, material, the meeting of that and the creative mind and the hand.
“At the end of day, the hand makes these pieces. To have one foot in the past with the values of the House and one foot resolutely in the future with the creativity of the mind, that’s what luxury is.”
Interview: Digital Luxury Group’s Pablo Mauron Talks Social Strategy For China’s Sophisticated Shoppers bit.ly/1mdBrbI
Compensation culture and the world of luxury lnkd.in/dQZBztH
The world of luxury is essentially based on a European precedent – one of heritage, hierarchy and layers of closely codified status. Evidence for it can be found in the nature of the deeply embedded iconography of luxury.
Brands and their logos, come adorned with insignia, crests and shields derived from the world of heraldry and medieval symbolism. We barely notice that the laurel wreaths and eagle’s wings that embellish modern-day high performance brands can be traced back to Roman origins from two thousand years ago.
So why are these reassuring badges of quality required? [...]
The early psychologists believed that people have a basic need to cleanse or purify their instinctive desires. The concept, known as a sublimation, is one in which base drives manifest themselves in more lofty or socially acceptable substitutions, be they artistic, religious, intellectual or even philanthropic. At the very least, in a modern context, people are inclined to seek a rational justification for their own emotionally driven actions. Recent economic turmoil has heightened sensitivity around the justification of an extravagant lifestyle, while not diminishing its attractiveness. And this is in a context in which consumption is more culturally acceptable, even essential to economic prosperity. Trend spotters point to the growth in less ostentatious, more covert luxury, with the rise of services such as private islands or executive protection. [...]
In France, for example, luxury is not simply pleasure or gratification. It is elevated to an art form to be a reflection of one’s sophistication and connoisseurship, the demonstration of an ability to appreciate beauty.
With Anglo Saxon and typically more protestant-influenced cultures, philosophical aspirations are replaced with a respect for hard work and dedication. For them, it is the functional instead of the intellectual and the idea that pleasure has been earned.