Luxury: A Game of Thrones, Without the Dragons. Let’s dissect the inner workings of snobbery and gatekeeping within the luxury goods realm. Grab your monocle and take a seat…
While meandering through the abyss of old blog posts, I stumbled upon one that held my attention. Not due to the anonymous author’s riveting prose but because of a dramatic comment section saga unfolding beneath.
Who hath the right to don CHANEL?
As writers, we know the comment section can be a wild west of opinions, but seeing someone’s hard-earned dream purchase of an LV Onthego bag met with such contempt was disheartening. What was the issue, you ask?
The anonymous commenter had no qualms about fake luxury goods being the scourge of the Earth, which is fair game. The problem arose when the commenter deemed the author unworthy of owning the genuine article based on her less prestigious, low-wage job. According to this critic, the author would never be “one of us, ” even with the bag in hand.” Ah, gatekeeping at its finest.
This got the wheels turning: How do we decide who belongs in our luxury-loving community? What mysterious criteria are used to judge the worthiness of one’s consumer habits? Who, pray to tell, is genuinely “deserving” of luxury? Spoiler alert: everyone. Yes, luxury goods are pricey and not accessible to all, but that doesn’t dictate who’s worthy of ownership.
Luxury Branding suggests luxury consumption helps fulfill social needs and build identity. Luxury goods are status symbols, signaling one’s actual or desired societal position
So why the division? Research from the 2020 Handbook for Luxury Branding suggests luxury consumption helps fulfill social needs and build identity. Luxury goods are status symbols, signaling one’s actual or desired societal position. Possessing such items is often seen as a privilege reserved for those with inherited or earned status. And no, this mindset isn’t fresh off the press.
We haven’t evolved much from ancient Greeks banning Spartans from owning gold or silver. But as luxury brands open the gates to the “non-elites,” it becomes trickier for gatekeepers to maintain their exclusivity. They grasp at straws, like socio-cultural capital, to determine who’s “worthy.” But when someone defies these arbitrary standards, the gatekeepers feel threatened and resort to petty tactics to protect their fragile identity.
After all, we’re all just people with a penchant for pretty things.
Frankly, it’s an unpalatable display. The only undeserving ones are those who forget that kindness and understanding are free and can only enrich a community that thrives on our shared love of luxury. So, let’s ditch the snobbery and gatekeeping, shall we? After all, we’re all just people with a penchant for pretty things.
The article was adapted from pursblog.com.
