Luxury, a word that has been stripped of its exclusivity and mystery. A £8m Birkin bag now seems like an affordable luxury item, while logging out of social media is the epitome of high-end style. Even a £9,000 stainless steel coffin with a Cybertruck-esque design can pass as luxury.
The term 'luxury' has become synonymous with conspicuous consumption, a far cry from its original meaning. Demna Gvasalia, the provocateur behind Balenciaga's latest collection, is pushing this idea to its limits. His £1,590 cotton hoodie, adorned with faux fur and the word "Luxury" emblazoned on it, is meant to be ironic – but some might argue it's just laughable.
Fashion brands have long associated luxury with exclusivity, craftsmanship, and high prices. However, with the rise of online shopping, social media influencers, and mass-market collaborations, that notion has become increasingly tenuous. The lines between luxury and fast fashion are blurring at an alarming rate.
According to Jana Scholze, associate professor at London's Kingston school of art, "Fashion brands felt the term had become meaningless" when they were first introduced into mainstream culture. Fast forward a decade, and the word 'luxury' is now ubiquitous – if not always accurately applied.
Demna Gvasalia's latest collection for Gucci takes this idea to new heights. Giant logos, faux-fur coats, and scuffed edges are all part of his interpretation of luxury as a loud statement rather than an understated one. It's a world where quiet luxury has given way to conspicuous consumption.
John Armitage, associate professor and author of books on luxury philosophy, puts it bluntly: "The meaning of luxury is constantly changing – historically, geographically, economically, technologically." Perhaps the problem isn't that the word 'luxury' has lost its meaning; perhaps it's just that we've become too familiar with it.
As we navigate this ever-shifting landscape of luxury, one thing remains certain: the term has become a shape-shifter, defying definition and interpretation. It's up to us to decide what luxury truly means – but for now, it seems like anyone can wear the label.
The term 'luxury' has become synonymous with conspicuous consumption, a far cry from its original meaning. Demna Gvasalia, the provocateur behind Balenciaga's latest collection, is pushing this idea to its limits. His £1,590 cotton hoodie, adorned with faux fur and the word "Luxury" emblazoned on it, is meant to be ironic – but some might argue it's just laughable.
Fashion brands have long associated luxury with exclusivity, craftsmanship, and high prices. However, with the rise of online shopping, social media influencers, and mass-market collaborations, that notion has become increasingly tenuous. The lines between luxury and fast fashion are blurring at an alarming rate.
According to Jana Scholze, associate professor at London's Kingston school of art, "Fashion brands felt the term had become meaningless" when they were first introduced into mainstream culture. Fast forward a decade, and the word 'luxury' is now ubiquitous – if not always accurately applied.
Demna Gvasalia's latest collection for Gucci takes this idea to new heights. Giant logos, faux-fur coats, and scuffed edges are all part of his interpretation of luxury as a loud statement rather than an understated one. It's a world where quiet luxury has given way to conspicuous consumption.
John Armitage, associate professor and author of books on luxury philosophy, puts it bluntly: "The meaning of luxury is constantly changing – historically, geographically, economically, technologically." Perhaps the problem isn't that the word 'luxury' has lost its meaning; perhaps it's just that we've become too familiar with it.
As we navigate this ever-shifting landscape of luxury, one thing remains certain: the term has become a shape-shifter, defying definition and interpretation. It's up to us to decide what luxury truly means – but for now, it seems like anyone can wear the label.
... I mean, who needs exclusivity when you can just cop one off the rack, right? 
But at the same time, isn't Demna Gvasalia's latest collection for Gucci kinda... on point? 
I mean, giant logos and faux-fur coats are literally the epitome of 'luxury'... or is that just a bunch of hooey? 
And can we please just agree to disagree on what luxury even means anymore? 
It's like, is it about who can afford it, or is it about making a statement with your outfit? 
Or are we just too confused to know what's going on? 
Paying £9k for a coffin with a Cybertruck design and calling it luxury? 
. Fashion brands are all about mass-market collaborations and cheap logos – where's the sophistication? 
Demna Gvasalia's latest collection is like a big fat middle finger to the idea of luxury. It's loud, obnoxious, and just plain ridiculous 
. But at the same time, I don't know if that's a bad thing? Like, maybe it's time for luxury to be whatever we want it to be 
. It's all about perception, right? So, if £1,590 cotton hoodies with faux fur and "Luxury" emblazoned on them are now high-end style... then I'm all in 
. Who cares what the experts think?
. Like, I get it, fashion is supposed to be about self-expression and all that, but when it becomes a marketing gimmick... no thanks. 
The thing is, luxury should be about quality, craftsmanship, and exclusivity - not just some overpriced designer label or a fancy logo. It's like, how can you call something 'luxury' if it's just mass-produced and sold on the internet? 
come on people, can't we just say no to this "luxury" thing? 
who needs that kind of money to die in style? 
it's all just getting so ridiculous. where did we go wrong as a society? 
did u see the price tag on that £9k stainless steel coffin 
according to a recent survey, 71% of millennials consider fast fashion to be a major contributor to waste and pollution 
while 61% of gen z say they're more interested in sustainable fashion than ever before 