In the ever-evolving world of luxury, one thing remains constant: brand desirability is paramount. Over the past 18 years, the luxury industry has witnessed a shift in what defines desirability, with trends and cultural influences playing a significant role. In 2021, cultural snobbery has taken center stage.
Luxury, in the past, was often associated with possessions and oversized logos. However, this year, it is all about being culturally discerning. Luxury customers are still fixated on their social status, and displaying snobbery is making a comeback. Highsnobiety’s pop-up store in Paris, with its signature slogan “Freedom, Equality, Snobbery,” encapsulates this resurgence.
But what does cultural snobbery look like in luxury today? It is a 100% cultural affair. It’s not enough to simply own luxury items; one must also possess the knowledge and sophistication to discuss them in a way reminiscent of art magazines. The strategic response to this demand has been the blending of luxury with the arts, seen in various advertising campaigns.
Balenciaga, for example, has ventured into the realm of digital art for its Fall 2021 campaign, giving consumers a futuristic experience through avatars. Burberry has also embraced this trend with its TB Summer Monogram 2021 collection, seamlessly merging real-life fashion with dreamlike digital universes. Dior has incorporated vibrant, colorful paintings into their Women Fall 2021 and Men’s Pre-Fall 2021 collections, combining a pop attitude with a sportswear spirit.
Furthermore, luxury brands like Bottega Veneta have launched arty digital journals, such as “Issue 02” Quarterly Digital Journal, to escape the limitations of Instagram and foster a connection between fine arts, fashion, photography, and live videos. Balmain has collaborated with artist Mariya Pepelanova to create pastel-toned collages and logomania in their Pre-Fall 2021 collection. Hermès has also embraced artistry in their “L’Odyssée du Faubourg” Spring 2021 collection, constructing an imaginary city where their looks exude impetuosity and graphic elegance.
In addition to these artistic endeavors, masterclasses and exhibitions have become essential in showcasing cultural snobbery. Valentino’s “Artists Chapter” transforms bags into genuine masterpieces, while the Archetypes exhibition at the Gucci Garden in Florence immortalizes the last six years of Gucci’s campaigns as works of art.
For CMOs in the luxury, fashion, beauty, and related industries, embracing cultural snobbery has become a top priority in 2021. The fusion of luxury and the arts allows brands to align with the interests and values of their discerning customers, ensuring continued desirability and resilience.
Useful Links:
1. The Art of Cultural Snobbery in the Luxury World
2. How Brands Use Art to Market Luxury
