"Luxury Fashion" has grown to become the religion of a large number of upper-middle class society, including the 'nouveau-riche'. Meanwhile, an arguably large group of society would gladly spit on their Prada sunglasses shielded eyes. That becomes the whole objective of this project. This is a documentation of my journey to further explore what luxury meant in the past, what it means today, what it could mean in the future, and more importantly, what it means to me as a designer who is pursuing to join in the game. From cross-referencing different resources, I personally believe that "Luxury" has not always been this evil. It doesn't have to maintain its tainted image as soon as the act of 'over-worshipping' and 'over-loathing' stops; and bring the concept down to human level focusing on the thoughtful creativity and craftsmanship that goes into the overall process, and the history it carries.
I have already visited this topic for my Bachelors dissertation, focusing on the rapid increase of spending power of individuals in Asian countries and the effects on luxury brands' exclusivity. I realise this could form highly idealistic point of views, or even ironic. But what could be more ironic than carrying your social status in the weights of your Celine tote, whilst struggling to meet your rent. (I can sense so much hate coming at me). Some people might see this as hypocritical, for a 'fashion designer' to bring up this sort of issue. But I can assure you that I am not against people purchasing luxury products. But being in the industry myself, I have experienced what goes on behind the scene and learned enough facts to gain more appreciation to the industry as a whole. And that it is certainly not about the superficial understanding of the labels and the glamour, especially in the luxury sector.
This blog is deliberately written on a very specific topic. Although, it is globally applicable as the number of Louis Vuitton stores in China have now reached 51 stores, whilst its home country, France, only accommodates 19 [1]. The reasons are obvious; numerical. Meanwhile, the effects on society and culture are equally interesting to look into.
So this is for you fashion enthusiasts, fellow observers, cynics, brandwhores, and the lady who is doubtfully pronouncing Hermes phonetically before finally purchasing your first Birkin.
.
I have already visited this topic for my Bachelors dissertation, focusing on the rapid increase of spending power of individuals in Asian countries and the effects on luxury brands' exclusivity. I realise this could form highly idealistic point of views, or even ironic. But what could be more ironic than carrying your social status in the weights of your Celine tote, whilst struggling to meet your rent. (I can sense so much hate coming at me). Some people might see this as hypocritical, for a 'fashion designer' to bring up this sort of issue. But I can assure you that I am not against people purchasing luxury products. But being in the industry myself, I have experienced what goes on behind the scene and learned enough facts to gain more appreciation to the industry as a whole. And that it is certainly not about the superficial understanding of the labels and the glamour, especially in the luxury sector.
This blog is deliberately written on a very specific topic. Although, it is globally applicable as the number of Louis Vuitton stores in China have now reached 51 stores, whilst its home country, France, only accommodates 19 [1]. The reasons are obvious; numerical. Meanwhile, the effects on society and culture are equally interesting to look into.
So this is for you fashion enthusiasts, fellow observers, cynics, brandwhores, and the lady who is doubtfully pronouncing Hermes phonetically before finally purchasing your first Birkin.
.