Accessible Luxury

Twisting Tradition

Heirlooms are no longer a thing of the past, with young connoisseurs taking an interest in intricate tableware and quirky centrepieces, the outdated timepieces are making a comeback. For Iconic brands such as Dior and Gucci, it’s a victorious moment allowing them to celebrate their heritage whilst catering to the young antique-obsessed consumers. As a result of this trend, dinner parties have resurfaced, not only for those special occasions but more so, romanticising modern everyday life. These performative behaviours have increased significantly with the rise of social media, becoming more a demonstration of connoisseurship publicly rather than the focus being on the people in the room. It is a more subtle way of demonstrating a glamorous lifestyle, a life value which was once logomania to previous affluents.

Even highstreet retailers such as Urban Outfitters and Primark are tapping into the trend with products reflecting that of a premium nature, think moulded glass and hand-painted China. With these products filtering into the Highstreet it’s no doubt that customers will be consumed by the trend. In this instance, the idea of luxury and exclusivity lies in the focus of the materials and craftmanship invested in the products, but with younger generations, the veil of social media is hiding these properties, providing their following with only a snapshot of their life which is just enough to paint a picture of a luxurious lifestyle.

[Image Credit: Gohar]

Safeguarding skills

Artisan and cultural techniques are celebrated by an array of brands within the luxury sector, paying homage to the traditions and heritage that shape luxury fashion houses. The modern interpretation of craftmanship promotes a rekindled respect for skilled workers, showing a building desire to safeguard trades which include tailoring, pattern making and leathermakers.

Retailers are showcasing their admiration for workmanship through championing the skills that goes into these products through craft-centric activations, sharing the limelight of luxury fashion with those at the core of the products. Experimental experiences within bricks-and-mortar retail allows the wider consumer to experience the value of luxury, bridging the gap between demographics.

In collaboration with Selfridges’ ‘#projectearth’, The Barbour factory, provides a circular, sustainable space for customers to recycle their preloved products through bespoke embroidery, re-waxing, and repair services.  The restoration programme aims for longevity of their products, upholding Barbour’s roots through repairing archival pieces and experimenting with the core elements of their DNA, wax, quilt, tartan, cord and brass metalware. Ian Bergin, Director of menswear, suggests that with each re-loved jacket comes with a plethora of experiences and adventures written into them, giving a new meaning to the garment and allowing consumers to write their own story.

[Image Credit: Barbour]

Conservation champions

Whilst greenwashing is peaking and the scrutiny over sustainable claims is increasing, proactivity to protect the planet has its benefits and younger consumers are more engaged with issues of sustainability than their predecessors. Consumers are connecting more with brands who make a conscious effort towards environmental pursuits and acting as guardians of the eco-systems. For luxury brands, it’s crucial that they approach sustainable practices the right way to attract and retain the sustainability-focused consumers. This also extends to sustainability in retail and brands must work hard to ensure their conceptual design reflects their view on eco-conscious practices.

Spring of this year, LVMH-owned fragrance brand, Maison Francis Kurkdjian, opened the perfumer’s garden – an astonishing nursey, home to an accumulation of plants and blooms used within their fragrances. LVMH transformed the renown gardens at the Palace of Versailles into a luxurious library of aromas, cultivating awareness of the history of scent at the court of Versailles.

‘Jardin du Parfumeur’ is an advocate for the 17th century craft. With years dedicated to bringing this garden to life, the grounds are made up of three unique areas; ‘the garden of curiosities’, ‘under the trees’ and ‘the secret garden’ which all possess distinct qualities through their atmospheric aroma. Accessible workshops in garden introduce a deeper understanding of the olfactory experience, with guided tours teaching visitors about the art of perfumery and the skills and knowledge within it, all with an underlying focus on sustainability.

[Image Credit: Palace Versailles]