As traditional luxury goods, such as the iconic Louis Vuitton monogram bags or Chanel number 5, have become more widespread and attainable than in the past, the wealthy need alternative ways to signal their prestige and power.

One of the benefits of producing consistent creative work is that it comes with a narrative network effect: The more people who know and love the story of an object, the stronger the tie to that object becomes. For a brand like MSCHF, success might not always come from money—sometimes, it comes from products that reinforce how they want to articula... See more

To participate in luxury culture, a person does not even need to participate in the luxury market. They can own, share and trade in luxury images. As the scenarios outlined below show, luxury’s migrating towards ever more imaginary - literally and figuratively - from bizarrely imaginative designs that are bound to do well on TikTok to images t... See more