written by Ana Paula Vilhena de Toledo.
docente : Dabilo Venturi

Is luxury really ending or is this just the origin of a new cycle: Lux as Delux? By the time a trend is saturated, it becomes mass market. Likewise, what was priorly saturated is going to become eventually exclusive, if we take in consideration that all elements of the universe belong to a rotational scenario. As the cycle becomes active, its ingredients exchange energy, develop, recycle and conclude themselves back to their origins.

When I read about the death of luxury, I ask myself if the real concept of luxury has not been put into a judgmental compartment which defines luxury at a non intellectual level, only considering big names such as the obvious LV and Hermes. Carefully analyzing the various definitions about many different layers of luxury, from luxus, luxuria, accessible luxury, niche and bespoke, which would be the section under risk? Is it a suicidal behavior? Are we killing it in order to fill our pockets and bending our integrities? Or are we just making it alive by feeding it to poorly illuded mortals who believe to have access to it?

What really is happening is that samples are being given in order to provide a small taste of sweet life. According to Lagerfeld, Chanel bags are no longer luxury. A very true statement if we consider the lack of scarsity on production, distribution and its relevant price accessibility. It is only a matter of time that not even private jets are going to be luxury. If this predictable thinking process of immediacy continues as time evolves, the obvious next step would be certainly accessing the moon. Considering that Richard Branson was able to offer that service, the next step would be privatizing spaceships for a better bespoke experience. Pushing the thought further ahead and away from the moon, hell and poverty could be possibly considered as the next luxury, widening the possibilities of a market refreshment. A burning, melting ” inferno” full of luxuria and discomfort.

An antagonistic mirrored effect evolves as a natural cycle, as photosynthesis, the sun setting and rising. In a continuous flow between opposites and repetition, the novelty blooms giving space to the old to flower. Eventually it is all going to come back, die and…reborn. It will be no different with luxury.