More Philosophy of Luxury

Isaac Mostovicz writes...

My philosopy of luxury challenges us to examine the ‘Why?’ of luxury…rather than just the ‘What’, or the ‘How’….

Don’t ask ‘What’s luxury?’.
Ask Why do we seek luxury?

I like to think I’m very clear that luxury is a good, not an evil thing. Thinking about this philosophy of luxury… it seems clear that taking a ‘What-based’ view of luxury is causing us to make expensive decisions which will be deeply unsatisying….

What we need is more ‘Why-based Luxury’, which understands users real luxury needs and creates individualised luxury experiences to address them…

Here’s one way to bring this luxury philosophy to life…

Try this little thought experiment, removing the scaffolding from a ‘What-based’ worldview…


1. Imagine yourself alone on a desert island…now ask yourself: what is luxury?

Here are some thoughts to get you started:

a) By removing the social dimension of luxury you’ve already moved towards a more personal definition…rather than a piece of social exhibitionism

b) By removing people, you’ve also removed any quality dimension. You’ve assumed that nothing has been crafted as there is no-one else to craft it. When there is no craftsmanship, All that remains is the beauty constructed by nature.

c) Finally, by removing people you’ve also removed the social conditioning/upbringing that creates an appreciation of such beauty – albeit you have to assume that you are born or at least placed on the island with no prior memory.

What is luxury now?

2. Now assume that the island contains an infinite self-replenishing supply of everything you’ll ever need.

Here’s some food for thought:

a) In doing this, you’ve now removed the scarcity dimension of luxury – so nothing can be luxurious by virtue of exclusivity or rarity or unusualness.

b) And you’ve also removed the waste/gratuity dimension of luxury – by assuming that all resources are self-replenishing.

What is left of luxury now?

3) Now, finally, imagine you will live forever on your abundant self-replenishing island.

a) Eeek! now we’ve removed the time-incorporation element of luxury that considers that things that have taken a long time to make are luxurious –

b) We have also removed the aspects of luxury which are a defence or a reaction against death – a vivid expression of our aliveness…

With all the ‘What’s’ eliminated, all we are left with is the desire – the ‘Why?’…

SO ASK YOURSELF – WHY DO YOU REALLY NEED LUXURY?

AND WHEN YOU CURRENTLY USE LUXURY, ARE YOU USING IT WELL?

How much money, time and anxiety have you wasted on ‘What-based luxury’…

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