Hot Takes #10: The New Luxury Mindset
Luxury’s vibe shift is making way for new mindsets that are disrupting the industry
Hot Takes is my bullet point thoughts on fashion's hottest issues. These posts get to the heart of why people are talking about what they’re talking about, what this means and where this could go next.
Think: what direction is fashion heading in? What’s new, innovative and exciting? What's going on in fashion that's really pissing people off?
Hot Takes ties fashion topics to a wider cultural and social context, and digs into why these topics are important and the often more significant meanings behind them.
So sit back, relax and let's get into it. Here’s Hot Takes #10.
Let’s set the scene.
Luxury isn’t real. There, I said it. What we deem luxury is all in our heads. It’s a subjective and rapidly evolving concept, and like a chameleon, it morphs into something unique for every one of us. And these days, the scale and size of luxury are looking a little crazy. The luxury vibe shift is well and truly shifting.
From opulent goods to extravagant experiences and high-end services, luxury takes on countless forms, and we're getting our luxury fixes however we see fit. One minute, we're drooling over haute couture collabs with high-street brands, the next, we're gasping at a pair of elusive, limited-edition Nike trainers hype beasts deem luxe.
To show just how far-fetched the idea of luxury is, Payless devised a clever marketing ploy by conjuring up "Palessi," a faux luxury store that hoodwinked influencers into paying big sums for affordable shoes. And TikToker Zoe Gabriel was mocked back in January for calling a $60 Charles & Keith bag luxury — jokes on the haters though, as Gabriel went to the brand headquarters as a VIP guest and has since scored brand deals and modelling gigs.
The game of luxury is not just for the mighty, the rich, the famous, and anyone with a few figures sitting in their bank account; everyone has a part to play. We all have thoughts on what is and isn't luxury, but as the old luxury ways crumble, new luxury mindsets are taking root. And this is an era where identity, innovation and social cause are true luxury markers.
New gen values
In the realm of luxury, even heritage labels can't escape the winds of change. Consumer values are undergoing a makeover by redefining the very essence of what luxury means. No longer do people bow at the altar of conspicuous consumption; the tides have turned and modern luxury buyers now value an inclusive landscape that's become a darling of the masses. Say goodbye to the old guard of extravagant indulgence and hello to principled and purpose-driven luxury buyers.
Those who once flaunted their luxury tribal consumerism now seek a more enlightened path, and passé old luxury habits are on their way out with people demanding purchases that mirror their values and amplify their identities. Social and environmental impact aren't mere afterthoughts but the new jewels in the crown of luxury. The future is a runway where conscious choices and personal values take centre stage, creating a very different luxury landscape from times past.
New luxury codes and norms
Diversity and fragmentation are running rampant in the luxury realm. The very concept of luxury finds itself in a whirlwind of change, no longer a captive to the whims of luxury brands. With new audiences, innovative sales channels, and empowered consumers entering the foray, luxury is embracing democracy with open arms, shedding its old snobbish ways. The traditional notion of luxury now finds itself longing for that lost cache, as the spotlight shifts to a different kind of opulence.
Enter the realm of second-hand luxury, where resale, re-commerce, and pre-loved treasures are taking over. Like a phoenix rising from the ashes, the second-hand market is flourishing, breathing new life into luxury’s essence. Luxury is seizing the moment to redefine itself by being more expressive, less restrictive, and refined in a non-conventional sense. In this grand masquerade, old rules no longer apply and luxury invites just about anyone and everyone to join the party.
My two cents.
The luxury sector is a dance between the avant-garde and the antiquated. It's like watching an elegant waltz where early adopters, champions of creativity, and daring innovation take the floor alongside conservative brands and labels that stubbornly cling to ways of old that are out of touch and out of reach.
Maybe it's time to tear up the luxury rulebook and embrace the chaos that ensues. Luxury is no longer a one-size-fits-all affair; it's a kaleidoscope of perspectives. Gone are the days when exclusivity, price tags, and ostentatious symbols of wealth defined the game. Oh no, notions of luxury are evolving with the times.
The luxury veil of mystery has been lifted and the consumer pool is expanding by embracing a motley crew of fresh faces that are injecting life back into the scene. The "luxury consumer" label, once synonymous with Western, older, and upper-class folks, is out. And in its place is a younger, more diverse cohort that's broken free from traditional luxury moulds.
Luxury is in its paradoxical era, but its allure still has its place in a sea of ever-changing wants and needs. In this constant battle to come out and stay on top, luxury is beginning to celebrate and embody more than just a hefty price tag. It's a dance that'll go on until the end of time, but new mindsets are shaping the very future of what luxury even means.
If you're vibing with this newsletter, let me know. Or better yet, you can subscribe to get weekly doses of fashion goodness straight in your inbox — the choice is yours..