The Mythic Value of Luxury
The word luxury comes from the word luxe, which means “dazzle”. What creates that dazzle? The core element of that dazzle is that it represents something unique. So what keeps the luxury brand dazzling over the ages? The unique element that luxury brands that have stayed on for ages is mythic value. They have been an embodiment of contradictions passed on as a legacy of the heritage they were a part of.