19
May
This picture above representing an YSL pack of cigarettes, is really scandalous…
Luxury used to be reserved for Aristocrats and rich people… when we thought about the word “luxury” we were directly thinking about “exquisite beauty” “best craftsmanship” “extreme quality” and… “unique”…
Now…since really recently , the luxury world has change a lot… yes… the luxury world has been democratized and that is the REAL ISSUE .
of course i am not against the democratization of the luxury world… and of course i think that people who have less money than the elite of today… should have the ability to enter in this world… but not in THIS WAY.
Since big conglomerates such as LVMH and GUCCI GROUP decided to buy small fashion designers houses such as Christian Dior, Boucheron, Givenchy ( oh yes i forgot to tell you they used to be small) … these conglomerates made the popularity of the brands they had bought … 10 times more popular…and 10 more famous than before. But how!?…it is simple …by democratizing luxury… OR maybe…. by selling luxury as if it was a supermarket object… Hmmm…
it started with commercials…displayed EVERYWHERE… streets, magazines, building, tv…EVERYWHERE. then … perfumes that were still expensive but that people from lower classes could afford…then makeup/cafes/chocolates/cellphones/computers/furnitures/creditcards/magazines/
ANYTHING….
AND NOW…CIGARETTES REALLY!?
since LVMH, GUCCI GROUP appeared…people attitude change toward luxury…the fact that it became so appearing in their daily life made them feel that they had to be part of this world and had to get a little taste of it… by buying luxury …even if it was A VOGUE MAGAZINE that cost… 4 dollars…It made them feel that they were living a dream… Not because of the QUALITY ( of the writing and pictures in this case)come on … but because they were holding a book with the letters V-O-G-U-E on it and where they were so many brands represented in it …by holding this holly magazine…they felt superior to others… well aristocrats .
Haha yeah i forgot to tell you too… quantity and showing off brand is more important than the quality and artistic touch of a luxury item today… lots of people are dreaming on having an entire designers wardrobe… but less are dreaming about having a BEAUTIFUL wardrobe… NAMES ARE MORE IMPORTANT THAN THE BEAUTY…HUM… oh and… by the way goods like trench coats from burberry that are supposed to be made by specific experts and in their country … are sometimes now … MADE IN CHINA by…hum lets just say by … Young people ( to avoid scandals)… really young people … tons of young people…who are really productive…AGAIN quantity is more important than the quality.
we just saw that any kind of people…from young to old people …from poor to rich people …wants to get as many luxury items as they can afford to…TO TRY TO LIVE IN A FREAKING ARISTOCRATIC MIRAGE( and i wonder if it actually exists…)
but now CIGARETTES?! …
of course people want to look like the model above… beautiful, posh and well…SO YSL. and DONT TELL ME THAT IT IS NOT TEMPTING TO SMOKE AT LEAST ONE YSL CIGARETTE to make you feel good about yourself. The fact that it says YSL on it…sounds so cool… and so elegant… even if you can risk your life…with cigarettes…even if you can risk your life with cigarettes…even if you can risk your life with cigarettes…even if YSL can KILL YOU.
this is the democracy of luxury…. and it was not really the idea that i had.
I had a dream that any people could afford to pay REAL luxury items … such as real piece of arts… why do you think genious like Alexander Mcqueen who was a real talented artist decided not to work for givenchy? not to be controlled by fucking businessmen who just want to make profits and that’s it? I wonder why too.
