The Decade of Two Luxuries

A few years ago, Off-White’s 2016 Fall-Winter runway show featured “You are obviously in the wrong place” neon sign referencing a line from the movie “Pretty Woman.”

It’s a good metaphor for luxury since 2010. There wasn’t a decade where luxury meant more, and less. The use of the term expanded to include brands from Nike to Sonos to Shinola to Supreme to Kim Jones’ Dior collabs. It also constricted to ephemerals…

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Brand Executive. Author of “The Business of Aspiration.” Doctor of Sociology. Writer of “Sociology of Business.” Forbes most influential CMO.

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Ana Andjelic

Ana Andjelic

Brand Executive. Author of “The Business of Aspiration.” Doctor of Sociology. Writer of “Sociology of Business.” Forbes most influential CMO.