The Object and Art of Luxury Consumption
This chapter looks at two dynamics of luxury — the ‘democratisation’ of luxury, which occurs when such goods are made more widely available; and the rebranding of luxury goods as art objects, which emphasize their value in how unique and exclusive they are. The expansion of the luxury market and the more general ‘democratisation of luxury’ not only means that luxuries are everywhere, it also creates pressures to develop even more exclusive goods, stimulating ultra-luxury brands and the bespoke luxury market. Moreover, if it is possible for the luxury house to appropriate the aura of the artist and artistic production, then the prestige of their goods will necessarily rise. In exploring these tensions, the chapter looks at the broader issues of access to luxuries, the sustainability of their production, their just distribution, and the possibility of a space beyond.