Even in some Asian markets infamous for materialism, a sensory overload to conspicuous consumption is tainting the word luxury. James Honda-Pinder argues that luxury brands must look beyond badges of bling and embrace demonstrations of discernment as new frontiers upon which to re-establish the dream.
Luxury’s starting point has never been about the practical. It has always been obsessed by pursuit of the extraordinary.
Yet over time, the concept of luxury has become one-dimensional, tainted by associations of vulgar extravagance and regal indulgence.
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Source: The Drum
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