‘Luxury’ has lost its meaning, Loewe creative director says
30/11/2016
Speaking to the Financial Times at the opening of Loewe’s new flagship store in Madrid in mid-November, the Irish designer said he believes there is now a need “to articulate luxury differently”.
He complained that if supermarkets can apply the term ‘luxury’ to sausages, high-end leathergoods brands need to find a new way to talk about themselves and their products. In a world so heavily influenced by social media, he said the only way designers and brands can achieve depth now is by making sure they surprise customers sometimes.
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