Redefining luxury: A review essay

New Luxury signifies being connected - around community, culture, and ethos. On that foundation, goods and services are given status, and the certainty of

According to Frank, the desire for many to indulge in luxury “possessions” is motivated less by the gratification they may bring than by what others are buying or want to buy. We try to achieve happiness by improving our relative social status. For example, if your neighbor didn’t buy his new Mercedes Benz, you wouldn’t probably feel the need for t... 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

Creativity, point of view, taste, curatorial acumen and stylistic savvy are new units of consumption. Keywords are group buying and shared ownership.