Please review the above video for context to this post:
As chronicled in the last issue of REGENCY Magazine, we discovered how the word "Luxury" has lost all meaning and has resulted in our proposal of a different word to encapsulate that special category of product which truly exemplifies the meaning of something created explicitly for a "patron" - the word "amenance" and in this case, having "amenant" qualities.
Recently, main line "luxury" brands like Kering-owned Gucci (also owning St. Laurent, Balenciaga, etc) and LVMH-owned Louis Vuitton (also owning Dior, Fendi, Givenchy, etc.) have fallen prey to the financial pressures of being associated with larger conglomerates within the sector. Naturally, finding ways to exploit the storied brands for financial gain from the middle-market consumer has created an unfortunate byproduct:
HUBRIS
defined by Merriam-Webster as: exaggerated pride or self-confidence
While creative, the temporary facade of New York's 5th Avenue Louis Vuitton is a telling story about the brand's high opinion of itself. As with human nature, life does imitate art and so-called luxury brands that may be still hand-made to some extent have become poster children to announce that "I have arrived" rather than "I always was."
For those who have long-loved the style, durability, and architecture of a classic horsebit Gucci shoe or the wall-crafted longevity in design of a 1932-inspired Noé bag, there is a great sense of betrayal at the hands of current creative directors at these fashion houses to generalize merchandise into a frenzy of logo-emblazoned pile of trendy products. Gradually, the community of discerning clients who painstakingly select their style accoutrements and dress out of respect for themselves and others have begun to renounce the products that were specifically created for them due to the mass-market sensibilities of the companies that control them today.
What can you do?
- Delight in the amenant: search out that rare artisan who creates individuality for the patron.
- If you do have an undying brand loyalty for that bamboo handle or horsebit shoe, purchase selectively from the brand of choice based on utter quality and comfort and bury the desire to wear a 5th Avenue trunk facade on your body.
- Someone is always watching . . . as a member of the UHNW community or a vendor that serves the demographic, actions are always under a microscope and your choices impact the marketplace in untold ways.
