What does luxury means today? The answer to this question depends on who answers it, as luxury may well be shaped by personal circumstances and social contexts.
There is no global and unique definition, as luxury morphs and shapes in different ways over the centuries, as well as our attitudes towards it.
Luxury is a wide and elusive concept, always changing. Where is it? In quality? detail? price? Is it on things? On attitudes? On a seemingly effortless lifestyle?
To me, luxury is perfection. And as we all know, perfection is a luxury and a curse. It is creating unique and exquisite experiences, having a clinical eye to details. It is a culture of excellence in everything I do…and trying not to be caught in the is not good enough yet self-sabotage technique.
In the research I did for this post, as a way to get my inspiration going, I found it rather interesting that one of the most quoted people on luxury was Coco Chanel. Her style is not exuberant, but rather simple and sober. As I like Chanel a lot and have read about her, her creations and life, it didn´t take me long to know why she is quoted on this subject. Luxury has everything to do with the purity of the lines and the cut, with the elimination of the soo boring and distracting superfluous. It has everything to do with focus and clarity. Has everything to do with having survived a difficult life triumphantly and knowing exactly what is to keep and what is to discard.
And today I end with three quotes from Coco Chanel because they embody the spirit of luxury:
Luxury is a necessity that begins where necessity ends.
Luxury must be comfortable, otherwise it is not luxury.
Some people think luxury is the opposite of poverty. It is not. It is the opposite of vulgarity.