Has Luxury Lost Its Luster?

May 12th, 2008 | By Beauty Snob | Category: Conscious Fashion

Rating 3.00 out of 5

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Dana Thomas skillfully crafts in Deluxe: How Luxury Lost Its Luster a story that narrates top European fashion houses’ transformation from exclusive brands to household items even a toddler would wear. How many babies have you seen wearing Prada booties? In Los Angeles, I’ve seen plenty at the Grove. Thomas travels the world and interviews designers, businessmen, and media moguls to tell the story how flawless craftsmanship has dwindled down to mass-produced labels. You don’t have to tell me that Louis Vuitton and Coach have outsourced a ton of their manufacturing to China to increase profits; you can tell by their mediocre stitching compared to just ten years ago.

What is most fascinating about this story is how everyone and their brother became infatuated with name brands. One part is human nature, another is media, but the main conclusion is that the fashion houses manifested the desire. From pushing celebrities to start screaming what they are wearing at each red carpet event to “limiting” their editions to increase a mad flurry to the boutiques, these people meant business. And business soared. Luxury has become accessible to Wal-Mart shoppers- you can buy your discount cookies and also a Coach leather handbag! Even Costco was seen with Prada and Fendi, just make room in your 5′ by 7′ cart by shoving over the toilet paper and your 10 pounds of mozzarella cheese.

This book is a witty, humorous, and interesting read that tracks the history of Dior, Chanel, Gucci, and Yves Saint Laurent and how they became prominent. Now these luxury items are commodities that are craved for what they represent rather than quality. Thomas tells us WHY we want these brands. Hence, tons and tons of counterfeit goods created in sweatshops and funding pretty horrific things. Didn’t realize toting your Prado bag meant you supported militant suppression? Go to an outlet and buy yourself a real bag for 80% off.

Thomas does discuss a few brands that have maintained a strong commitment to quality and exclusivity- Hermes is one of them, and I must agree.

IMG_0889 Has Luxury Lost Its Luster?

Hermes continues to hand-stitch all of their leather products by ateliers that have spent years perfecting the saddle stitch. Their silk scarves take months to design and the hems are hand-rolled to perfection. There is only a limited production of certain items, and no product with a flaw will pass on to the boutiques. Instead, they will be destroyed. Hermes carries a hefty price tag, and there can be long waiting lists for bags that you want, especially the infamous Birkin and Kelly. Birkins are the only bag I’ve noticed that actually increases in value after leaving the store, and continue to increase in value over time. Hermes provides lifelong backing of each bag, so bring it in for the annual spa treatment to revive your bag. I own two Birkins and one Kelly, and they are my staple handbags. I have sold or given away most of my other handbags because they do not compare. (Image taken while I was at the mothership Hermes in Paris)

True luxury is disappearing, and the mission of the fashion houses has changed from quality to profits. The middle class is purchasing these brands, and the truly rich don’t even glance at these shops. While the middle class is carrying the $1,000 It bag and the silver Tiffany & Co. jewelry, the truly rich need to separate themselves by purchasing $20,000 handbags that have no huge branding and travel to Brazil to get their fashion fix at exclusive boutiques.

Again, this was a fantastic read that was hard to put down. I encourage you to read this, as it truly opened my eyes as to why I covet items and why I should stop impulsive purchases.

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