LUXURY IN 2023: THE UNREAL

PART 1 OF THE LUXURY IN 2023 SERIES

One of the most significant phenomena in today’s luxury market is the shifting definition of luxury itself. New approaches to ownership, creativity and desire have all contributed to a hugely varied selection of goods and services being considered part of this era of luxury. 

The first chapter of this series is dedicated to the most intangible, ineffable, and impossible to categorize luxury goods, what I’m terming ‘The Unreal’. 

The Unreal is broken down into four categories:

1. The Unattainable

2. The Unwearable

3. The Unachievable

4. The Untouchable

Our daily digital consumption is brimming with dichotomised, yet interweaved concepts: real / fake, physical / virtual, legitimate / counterfeit, authentic / inauthentic. The luxury market is simply an extension - if not an embellishment - of these ephemeral polarities.