Luxury is certainly a subjective concept, as the perception of splendor depends on many factors. Since ancient times, the careless consumption of scarce resources, which not everyone can afford, has been considered a luxury. In principle, the concept of luxury has not changed much compared to the past, but today, it has taken on some new forms. Thus, luxe is not only the consumption of scarce resources but also the acquisition of various items that are not essential for a comfortable life. At the same time, these items are purchased for, again, a critical means, unevenly distributed among the population. In other words, one is not strictly in need of a suit, like tens of thousands of dollars worth of Gucci, as there are plenty of quality, comfortable, and cheaper alternatives. In some cases, these alternatives may be even more practical in terms of consumption since more robust materials can be used.
As a rule, luxury is associated with a significant amount of money since one can buy expensive, scarce, and beautiful things for this resource. However, if luxe is considered purely as a term or a condition under which specific actions are considered splendor, then new facts are revealed. Thus, a person with an average income can also purchase a luxurious item, which, however, will be relatively inexpensive. It is due to the subjectivity of this concept, namely the conditions in which the term exists.
In other words, in the aspect of luxury, everything depends on the social level of the person, namely on income. For example, an individual with a small income may consider it a luxury to purchase a new smartphone for two thousand dollars. At the same time, a person with a significant income would consider buying a yacht for several million dollars a luxury. The only thing that unites these cases is the purchase of goods for scarce funds that are not necessary for ordinary life.
Thus, luxury is perceptually dependent, and some seemingly luxury brands may not be so in different cultures. For example, if one regards clothes, then by far, one of the most luxurious and popular brands is Gucci. It is considered a luxury in many countries, as some models can cost tens of thousands of dollars. Gucci firm includes shoes, bags, suits, sportswear, watches, and various accessories. However, this brand is not popular in northern countries and regions such as the Arctic Circle. Moreover, it is not considered a luxury there since there are other priorities in these territories.
In harsh conditions, high-quality, warm, comfortable, and technological clothing that allows one to be comfortably located in a cold climate is considered a luxury. By technological, one means the ability to store and accumulate heat without making a person sweat or feel stiff. At the same time, Gucci clothes are a prime example of luxury in the Middle Ages, when demonstrativeness was the main task. Although the clothes are beautiful and bright, they have little practicality, such as, for example, the ability to feel comfortable in the harsh northern conditions. Thus, luxury, as already indicated, is a subjective concept that depends on external conditions.
However, the basic principle of luxury was born in ancient times, which can be traced today. It includes demonstrativeness, and in some cases, it exceeds common sense and a practical approach. For example, in ancient times, in some countries, a person could be dressed in old and torn clothes but had gold bracelets on their hands. Others could drink expensive wine and eat a dry and old slice of bread, and some bought expensive fabrics for themselves while not having a home. Demonstrativeness sometimes reached the point of absurdity when tons of food spoiled after feasts, although they could feed thousands of the poor.
Nowadays, although there is no such wild approach to demonstrativeness and luxury, some aspects can be traced from those times. For example, if one takes into account Gucci clothes, one may notice that bright and saturated colors prevail in the models. At the same time, surely enough, there are luxurious clothes consisting of discreet colors in dark tones, for example, business suits. However, in most cases, the principle of demonstrativeness, brightness, and emphasis on individuality is applied. Luxury brands take advantage of the fact that the individual, consciously or subconsciously, wants others to notice the uniqueness and success of one, taking demonstrativeness as a basis.
Reference
Massi, M., & Turrini, A. (2020). The artification of luxury fashion brands: Synergies, contaminations, and hybridizations. Springer Nature.