⏳the new luxury is specific

Luxury used to be easier to understand. Expensive materials. Scarcity. Heritage. Fancy store. Fancy box. Fancy person telling you it was fancy. That still exists. But I think something else is happening underneath it. For a lot of modern consumer brands, the new luxury isn't expensive. It's specific. A brand feels premium when it feels like it was made for a very particular person, living a very particular life, with a very particular set of desires, anxieties, rituals, and taste. Specificity...