SHUT LUX

Like never before the luxury becomes a thing of no relevance. Its future is to be reevaluated.

Amid the complete shutdown of all retail commerce during the COVID outbreak, I observed the pressure placed upon the most resilient of brands in the luxury sector. Their unapologetic arrogance and selective approach left them in limbo. I have great respect for that industry but believe that they must better themselves by maintaining the values of their rich historical heritage and simultaneously reassess their environment. The world has and will keep on changing with more astonishing rapidity, and absolute values are to be reevaluated. It is probably fair to say that their lack of humility and lack of effort to find new purpose has brought them further away from their consumers.

While overall, the luxury sector has thrived, they have fallen short of pivoting towards the digital era successfully, a task not to take lightly. The difficulty is evident how can an elevated physical product based on craftsmanship translate into a digital/virtual purchase.

Maybe for some, it is time to become pure ART and for others to re-think what luxury is from the ground up.