Rolls-Royce is calling it post-opulence. Bannenberg & Rowell say it is post-hedonism. Is luxury about to enter a new age? The reality is with almost any product or experience casually labelled ‘luxury’, the concept no longer holds any special value.
Today, luxury is more than often brash, vulgar, and a mirror of the less tasteful side of our cultures. It is time to reclaim the word and make it relevant to the post-coronavirus era.
Take a look at one brand doing just this here