You know that feeling when you walk past the iconic store windows of Dior or Prada and just the glamour of the conspicuous logo entices you? Well I’ve always wondered why that is.
Why is it that we are a society that is so driven by luxury designers and brands? It’s such a fascinating and complex question to pose which is kind of why I love it.
Don’t get me wrong, I am someone who is very much guilty of this very attraction and love myself a little browse in the Bottega store but I think it’s so interesting to question these social cultures and our perception of them.
First off, fashion has always been a reflection of change within society whether that be social, political or cultural, it is a symbol of time. Designers behind these mega labels are one of the biggest sources of inspiration, dictating the trends that trickle down, from the runway to the street style scene. So of course we look to luxury brands as a sign of good taste (which by the way, what does this even mean – like how is this decided? This is a whole other topic for another day) and we want to emulate this in whatever way we can. Contemporary consumer culture exposes a never ending fascination with luxury and the lifestyle that is associated with it.
We are very social beings and wanting others to know of the things we have is intrinsic to us. I’ve seen enough embroidered saddle bags and quilted Bottega heels (which I’m obsessing over too don’t worry) styled by my favourite influencers all over my Instagram feed but why is it that we are drawn to these brands?
There is most definitely the argument of greater quality and attention to detail that is crafted into each piece and for the most part, this is true, but how do you explain the allure of a plain white tee with just the word Balenciaga slapped over it? Okay maybe the quality of the cotton is better? I don’t really think it is this though…
Throughout history, luxury has been used as a marker of status and belonging. Aspiration is key to luxury in today’s landscape where we desire to live like the elite and celebrity culture has a large contributing role in this. It is empowering and elicits a sense of accomplishment whether we choose to acknowledge it or not. The growing market for luxury consumers has offered brief experiences to common people like you and I. In fact this very democratisation of luxury is what has given a greater social acceptance to the attraction and consumption of luxury itself. And whether it’s conscious or subconscious, we all display these logos which we know will make people look twice. It makes us feel special, a small burst of confidence, a ticket into a somewhat exclusive world.
And honestly, there is nothing wrong with any of this, I just think it’s fascinating to consider some of these behaviours which we may have never given any thought to. Despite all this being said, if someone would like to buy the entire Chanel store for me please, I wouldn’t mind at all…
DRESS | The Editor’s Market
BAG | Country Road
SHOES | Superga