'Luxury' Within Design.

In a world that is becoming increasingly obsessed with celebrities, money and image itself, ‘luxury’ is no doubt a topic worthy of investigation. The word ‘luxury’ can be considered in a variety of ways. It is not always materialistic, or acquisitive; it can also be considered to be mere comfort, time, security and contentment. Comfort is luxurious to many as it can imply well-being and peace. Time can be thought of as a luxury from the perspectives of an array of people as our time is numbered and continuously shortening; therefore it is something that, although we do not necessarily realise it, is worth more than money or material possessions. The language of ‘luxury’ is endlessly evolving, and our thoughts are being developed to redefine ‘gluttony’ to ‘addition’ and ‘egotism’ to ‘elegance’. There is an irregular divide between ‘need’ and ‘want’, and ‘necessity’ and ‘luxury’ within our culture. Now, in the twentieth century lower priced items have put ‘luxury’ products and services temptingly within our reach, and luxury ‘flexes easily with the times’ while we as individuals are in pursuit of the ‘ideal’ and owning more possessions and iconic brands than ever.

Luxury is extremely varied, based on not only social standing but also race, religion or even gender. For example, we as fairly well off Westerners take for granted elements such as the security and safety which we feel within our communities and everyday lives; is to someone of a poorer background an unobtainable luxury. A feeling of contentment is something which to many is an invaluable feeling and after a stressful day, one that not many would like to go without. Everyone in our society has their own individual luxuries which are exclusive to themselves, as well as their own perspectives on the meaning and significance of the word ‘luxury’. Luxury in general might seem to imply ‘exclusiveness’ and in some cases, refinement and sophistication. The phrase luxury is used extensively in everyday life and advertising; you have the chance to purchase a ‘luxury yacht’, ‘luxury car’ or ‘luxury bedding’ etc. The universal definition and characterization of the phrase ‘luxury’ typically gives the impression of money and wealth. In my blog the label ‘luxury’ will be used in the loosest of terms, owing to the difficulty of defining the word as a whole to suit everyone’s personal opinion of ‘luxury’. Overall there is an elusive, as well as somewhat ambiguous meaning, to the word.

The dictionary defines ‘luxury’ as an ‘Abundance, [and] sumptuous enjoyment. [...] A choice of costly surroundings, possessions, food, etc. A means or source of luxurious enjoyment, something desirable for comfort or engagement but not dispensable.’ All definitions equate ‘luxury’ to lavishness and extravagance. This, however, is not necessarily true based upon the previous opinions as well as those which resulted from my questionnaires (a detailed and thorough analysis of which will be featured later in this blog). In order to provide a definition in layman’s terms, I have also provided a definition from the online ‘Urban Dictionary’. Written by any one, the ‘Urban Dictionary’ provides a more realistic break down of the opinions of the public (or at least the internet using public) of the ways in which they personally define words as opposed to the actual official definition. I am sure you are aware the public have the opportunity to vote on the words definition with either a ‘thumbs-up’ or ‘thumbs-down’ in order to best determine the most appropriate contemporary definition. Another reason for my doing this is that often a word will be used by one social or ethnic group to mean something completely different to that of its original or technical definition. For ‘luxury’ there were three answers in total, confirming luxury nowadays means; [ii]‘To be on top of the world, an indulgence, something rare and difficult to obtain, easy-living’ or ‘something that is very expensive and brings great ease and comfort.’ All three of these meanings seem much more realistic given the modern world, compared with the official dictionary definition.

One aim of my blog is to determine whether designer’s ‘luxury’ products and services are linked in to essentially make you feel good, or ‘luxurious’. Can designers impose luxury into our everyday lives? Which designer’s represent luxury? Coco Chanel famously said, “Luxury is a necessity that begins where necessity ends”. Does where, and how you have been bought up intensify the meaning of the word luxury? Every individual’s background may signify a personal development of what they believe luxury to be. Yet some individuals do rarely have synonymous personal definitions of luxury.

Mandeville (1670-1733) a Dutch philosopher who wrote the famous and controversial poem ‘The Rumbling Hive’ , believed all men and women to be by nature self-interested, satisfaction seeking and vain, and believed that they search for luxury to fill in these psychological attributes.

It is important for us as designers to be aware of people’s preconceptions of ‘luxury’ as it has such a wide ranging meaning, people already have presumptions of what to expect of a luxurious product or service. Furthermore, it is important for us as designer’s to deliver and exceed people’s and client’s expectations. Many designers claim their designs, creations and adornments are luxurious, but their products surely do not equate to luxury in everyone’s eyes. More commonly and recently luxury has been tied in with the word ‘designer’. A product designer either wants to create a genuine luxury product that pleases the end user, or wants to class their product as ‘luxurious’ within advertising whether it is or isn’t in order to make more money and therefore capital gain and personal success.

Fabric throughout history has always comprised a certain reputation, for example delicate silks, satin, angora and crushed velvet usually represent indulgence and ‘luxury’ yet cotton, muslin and Hessian appear to represent standard and plain. By using silk curtains it could produce a tailored luxurious impression within an interior, as well as having the effect to soften the ambience of a hard-edged space. Each material in existence can have a principle purpose within a design scheme, hence if chosen rightly a textile can undoubtedly contribute to the enjoyment of any interior. As Tricia Guild founder of Designers Guild states, ‘the layering of pattern adds to the air of romantic luxury’.

Later in future posts I intend to take a deeper look into certain Designers themselves and their companies, and take a more detailed look of people’s personal reflections and opinions of the phrase ‘luxury’.