Is luxury for everyone?

If luxury embodies excellence, expressed through design in the universal language of beauty and craftsmanship, then perhaps luxury should be accessible to all.

Throughout history, luxury has sparked debates, often representing exclusivity, aspiration, and excellence. Yet, in today's interconnected world, this raises a pressing question: can luxury truly be for everyone?

We need to explore a llitlle more

Universal connection

Beauty is inherent to humanity. From ancient individuals gazing at the starry sky to those who today are moved by a masterpiece or a natural landscape, beauty has always been our guide to the sublime.

At the heart of luxury, beauty serves as a universal language not only in the visible sense but also in the ethereal beauty that evokes deep emotions. A unique fragrance, a meticulously crafted watch, or an unforgettable experience are manifestations of this connection. Brands like Hermès understand this concept, offering products such as the iconic Birkin bag, whose exclusivity lies in a carefully orchestrated wait and impeccable craftsmanship, making it a coveted object due to the history and quality it represents.

But should the enjoyment of such beauty be restricted to only a few? Not necessarily. The democratization of beauty does not mean diluting its essence but potentially multiplying its impact.

The bridge between ordinary and extraordinary

Design, as we explored in a previous article, is the art of giving meaning and form to life. It is also the key to transforming the ordinary into the extraordinary. Any object can be affordable to everyone due to industrial manufacturing processes, lower-quality materials, and less exclusive design. However, the same object, crafted by an artisan with premium materials and a unique, serialized design, can become an object of desire. This results in a smaller supply for a higher demand, influencing its final price and, consequently, creating a "natural" selection of the audience that can access it.

Autenticity vs. ostentation

Luxury has evolved throughout history. For centuries, it was tied to the exclusivity of elites, symbolizing status and power. Today, luxury faces a dilemma.

On one hand, the Quiet Luxury trend has emerged, driven by chronic fatigue and excesses inherited from previous generations. It is a movement that prioritizes authenticity, craftsmanship, and excellence, reviving the original values of luxury.

On the other hand, this trend coexists with a more vulgar vision of luxury, dominated by empty ostentation and the desire to project status without purpose. This aligns with the times we live in, marked by appearances and immediacy. This version of luxury is often encouraged by individuals with limited artistic education and a lack of sensitivity to distinguish beauty, yet with enough financial resources and social influence to impact the public.

The contrast between brands like Hermès and Burberry illustrates this duality. While Hermès remains steadfast in its exclusivity and artisanal excellence, Burberry struggles to redefine its positioning after a 42% drop in brand value, exacerbated by failed attempts to establish itself as a high-end luxury brand perhaps losing part of its soul in the process.

This is where the essential difference lies: true luxury does not shout; it whispers. An authentic luxury product does not need flashy logos or extravagance to make an impression. Its value resides in its quality, its story, the connection it establishes with its owner, and the desire it evokes in people.

The impact of UHNWI (Ultra-High-Net-Worth Individuals)

UHNWIs (Ultra High Net Worth Individuals), in addition to being exclusive consumers, are also trendsetters and cultural influencers. However, they are "not influencers" in the conventional sense of the term. This global elite, which controls $49 trillion in wealth a sum greater than the combined GDP of the U.S. and China represents a new paradigm in the luxury industry. Their preferences are shaping not only what products are offered but also how they are presented and consumed, defining “the style” of what we perceive as luxury. This influence can alter the essence of luxury, as this social stratum includes both individuals with refined taste and those with poor taste.

Unlike previous generations, Millennial and Gen Z UHNWIs prioritize sustainability, personalization, and meaningful investments. They prefer exclusive experiences, such as private art auctions or stays at boutique hotels, over merely acquiring objects. However, they are sometimes influenced by celebrities with limited aesthetic taste but significant social clout, which skews the preferences of less discerning but financially capable audiences. This, in turn, drives strategic decisions for some luxury brands.

This shift has encouraged brands like Gucci to reinvent themselves, connecting with younger audiences through strategies rooted in fleeting trends, a focus on diversity and cultural authenticity, and adapting to Asian markets with distinct aesthetic codes and preferences.

Conclusion

Luxury cannot be for everyone because its essence lies in rarity, excellence, and personal experience. If something becomes universal, it loses the exclusivity that defines it as luxury.

Luxury demands time and attention: Few are willing to invest the effort necessary to perceive and appreciate the extraordinary, especially in a world dominated by immediacy.

Luxury celebrates the exceptional: Not everyone seeks the sublime; many are content with functionality or mass appeal.

Luxury connects deeply: It requires sensitivity or a desire to engage with an experience that challenges the ordinary.

Its exclusivity should not be interpreted as elitism but as an affirmation that not everything needs to be for everyone. By preserving its essence, luxury extends an invitation to those who are willing to discover, value, and commit to its purpose.

"Make it nice"