First, I want to apologize for the lack of newsletter in December. Work has been a bit hectic, it even affected my research, hence the lack of deep dive vids on TikTok as well. But you hear it here first, I am also planning to start a YouTube channel soon, gonna make my first vid over the Holiday and see how it goes. Stay tuned guys, super excited for this new chapter 👀
When I saw this question for the first time (the title), my brain immediately resorted to listing brands and clothes that I think represent luxury. But when I take a step back, I realize that, yes, they all share the underlying tone of luxury, but they are all trying to portray different things. Dior is luxury, but it’s a bit more tailored and subtle; Versace is luxury, the loud, yell-in-your-face kind; Elie Saab, the elegant and royalty style.
The reason why I even had this realization is that I was reading “The Globalisation of Fashion: The Case of Gucci” by John Armitage & Joanne Roberts, an academic paper aimed to tackle the formula Gucci used to stay relevant in the conversation of luxury fashion after all these years. I have yet to get to the Gucci part because the introduction to the concept of ‘what is luxury?’ is intriguing enough.
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