Aurélie Perrin

Required to reinvent themselves by a public that is less and less captive and more and more concerned about environmental issues; pushed by new agile entrants who look to the future: traditional luxury houses are forced to reconsider a number of supposedly inalienable assets. Forced to venture into territories that were, until recently, totally unknown to them, they are reinventing themselves today in order to hope to exist tomorrow...

We hear and read everywhere that luxury has changed. Has it really? The hallmarks of luxury resemble what they were yesterday: excellence, exception and emotion. So what changes are we talking about? And, at the end of the day, what is luxury? The best that an era has to offer If we refer only to its Latin etymology, “luxus”, luxury could be defined by everything that is out of place, on the fringe...