The New Face of Luxury: Is It More About Image than Quality?
the shifting paradigms; balancing image and quality.
Luxury fashion, once known for its meticulously crafted garments tailored for a select clientele, has undergone a profound metamorphosis over the years. The shift from its exclusivity for the small few, shifted to an aspirational lifestyle brand for customers old and young around the world. Today, it’s not just about exceptional quality or individualised creations: it’s about something more elusive, and perhaps more impactful.
In the past, luxury fashion centred on the creation of unique, handcrafted pieces, often designed exclusively for an elite patron. Brands like Chanel, renowned for its timeless elegance, embodied this bespoke approach, offering exquisite garments tailored to the preferences of each client.
However, as the world’s become more digital, more globalised a shift in luxury fashion has evolved from catering to the privileged few to embracing a more democratised, mass-market approach.
Each fashion house used to be known to hone on the craft of one specialised item. For example Louis Vuitton known for its luxury custom trunks, now transitioned into a global powerhouse, producing a wide array of luxury goods, from iconic handbags to ready-to-wear collections and shoes. This shift reflects the broader trend within the luxury fashion landscape, where accessibility and brand appeal now share the limelight of traditional craftsmanship.
The Role of Art and Creativity in Luxury
Art has always been a big inspiration for luxury fashion. Paintings, sculptures, and cool buildings have always given fashion designers great ideas. When artists use their paintbrush gently or make huge sculptures, it’s the start of a new collection for designers, not just expressed in clothes but in the art direction of the whole season. This connection shows that fashion is more than just clothes, but an artistic expression.
Art direction isn't just about how things look; it's like the heart and soul of luxury fashion. It shapes what a brand is and adds an artistic touch to everything a customer experiences. Art direction isn't just about clothes; it's about making amazing collections and putting on incredible shows, designed to be shared online, sometimes made to be viral.
