How Modern Luxury Redefined Craft, Clout, and Culture
Think The Devil Wears Prada meets Barbarians at the Gate. This is the secret history of how your Chanel bag went from exclusive treasure to airport impulse buy—and what replaced it. It's Succession but for handbags, revealing the boardroom machinations and psychological manipulation behind our most coveted objects.
"Luxury is legacy and memory in our consciousness. The magic of luxury isn't gone—it migrates."
The definitive insider's guide to how luxury lost its soul—and where it's finding it again. Part anthropological study of status and desire, part corporate thriller about billion-dollar acquisitions, and part personal memoir of falling in and out of love with brands.
Conspicuous tells three stories simultaneously: the business story (how LVMH built an empire), the cultural story (how Instagram changed everything), and the personal story (why we buy these things and what they mean to us). It reads like investigative journalism with the narrative drive of a novel.
Read ExcerptScholars and writers analyzing modern consumer culture, status signaling, and the intersection of economics and sociology.
Marketing executives, brand strategists, and business leaders seeking to understand luxury market dynamics and consumer psychology.
Sophisticated consumers who appreciate craftsmanship and want to understand the forces shaping modern luxury consumption.
Anyone curious about how social media, finance, and globalization transformed our relationship with luxury and status.
"Perfect for readers who enjoyed Crazy Rich Asians but want the cultural analysis of The Devil Wears Prada with the business insight of Thank You for Smoking."
Follow luxury's evolution through three transformative acts—from traditional craftsmanship to global ubiquity to sophisticated rebellion.
We Discovered the Magic
They Sold Us Their Legacy
"Luxury is in each detail." — Hubert de Givenchy
We Bought the Dream
They Scaled It Up
"Accessible luxury — these are two words that don't go together." — Brunello Cucinelli
We Sought New Wonder
They Chased New Wealth
"True luxury is meaningful, it's authentic. It's the opposite of a logo." — Phoebe Philo
Luxury follows predictable patterns of rise, democratization, dilution, and rebirth—and we're witnessing this cycle accelerate dramatically.
Social media didn't just change luxury marketing—it fundamentally altered the relationship between exclusivity and visibility.
Buy-now-pay-later and resale platforms removed the final barriers to luxury access, accelerating brand dilution.
Local luxury houses are rising globally, offering cultural authenticity as western brands lose their regional relevance.