Definition of Luxury

The Definition of Luxury 

Last week, Chanel announced a new venture focused on reusing materials in response to growing resource scarcity. “At Chanel, we didn’t destroy unsold products. But we also didn’t yet have a real system to understand their full potential,” said Bruno Pavlovsky to Vogue Business. “Nevold is that system.”

It got me thinking: what is luxury, really? And how does scarcity shape our understanding of it? Scarcity is a driver for luxury, but have we now created too much of it? And is that then the reason why quality levels are declining, even in legacy luxury items? Will we chase luxury more if quality becomes scarcer?

Look up the word luxury and you'll find: “Something expensive that is pleasant to have but not necessary. A state of great comfort or elegance. A condition of abundance.” Luxury and scarcity are closely linked. The fewer there are, the more valuable and special something seems. This can also be created by exclusivity; who is allowed access to it. 

So if it’s unnecessary and expensive, then why do we chase these so-called luxuries? Google offers: “We chase luxuries because of the desire for quality and exclusivity. They can be seen as symbols of success and achievement, at best contributing to self-esteem and identity.”

With my Instagram feed feeling like a parade of designer bags, it feels like everybody has access to it. I think the legacies of these brands still make people want to identify with these ideas of quality and exclusivity, even when they are fading in the background. But I also think the definition of luxury is shifting.

For me, luxury feels more personal. It’s calm, confidence, and contentment. It’s abundance, in time, energy, and resources. The opposite of scarcity. But it is linked with exclusivity. My favorite jeans, for example, feel like true luxury: perfectly comfortable, great fit, and unique, vintage, upcycled, and personalized. Honestly, part of the pleasure is knowing nobody else has or can even have that exact pair. Maybe I identify more with luxury through uniqueness than through brands or prices. 

What is your definition of luxury?