Buying luxury brands is easy. But to be able to truly “choose” a brand, you need to be a connoisseur. In this article, we offer some tips on how to identify luxury brands that you can love.
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What you need to know to choose a high brand 1Literacy to know brand specialties
Each luxury brand has its own “specialties” (“specialties”). There is no brand in which every item is a masterpiece. Burberry has mastered the beauty of structure with its trench coats and sublimated military-derived functional clothing into urban wear; Saint Laurent has refined the balance between rebellion and elegance with its leather jackets; and the likes of L’Oreal and L’Oreal are known for their sophisticated and sophisticated products . Saint Laurent refined the equilibrium between rebellion and elegance with its leather jackets, defining the physicality of mode. Loro Piana spoke of the tranquility of materials with its cashmere knitwear, creating a 90s paradigm of “democratization of luxury materials. Choosing a brand without knowing its “specialty” is like entering a star restaurant without knowing the restaurant’s signature dish. Of course, there is a certain level of quality no matter what you order, but to truly appreciate the restaurant, you should choose the dish that the chef is most skillful at. The same can be said for brands. No matter how prestigious a restaurant may be, if you choose items from a category you are not good at, you are not enjoying the true value of the brand. Knowing and tasting the specialties is the first step to “understanding” a high brand.
What is necessary to choose a high brand 2The intelligence to observe the creative director
What makes a high brand a high brand is more than the quality of the product itself. The creative directors (“CDs”) are the ones who manage this philosophy and drive the capital. LVMH, Kering, and Richemont pay high fees for the transfer of popular CDs, and their appointment or departure affects sales and stock prices . The reality is that a single designer can drive the value of a company. Those who choose a high brand correctly do not blindly trust CDs, but rather observe them dispassionately, seeing them not as charismatic figures, but as translators of the times. The Hermès Martin Margiela period (1997-2003) established a “quiet luxury” that eschewed logos and stagecraft and focused on the purity of craft and structure. Dior Homme’s Hedi Slimane period (2000-2007) updated menswear with slender silhouettes. Gucci’s Alessandro Michele period (2015-2022) translated excess into elegance, centered on vintage and genderlessness, and made the zeitgeist of diversity the brand language. How about listening to how CDs are translating the atmosphere of the times and choosing a brand based on whether or not you can identify with it? How about choosing a brand by listening to how CDs translate the atmosphere of the times and considering whether you can relate to it?
3 things you need to know to choose a high brandSensibility that captures the core of a brand
Every time a CD changes, for better or worse, the brand undergoes a transformation. Hermès is a symbol of this. Both the expression of Margiela’s silent period and the neat construction of the current collection are connected to “aesthetics with craftsmanship at its core. While evolving without fear of change, they do not destroy the core of the brand. Zegna is no exception, as its own mills, which have been in operation for over 100 years, have always supported the belief that “materials are the brand. Structure over trend, process over presentation. At first glance, Berluti’s aesthetic is more shaky than it seems, with artistic experimentation at every CD change, but always with “leather and sex appeal” as the unifying language of the brand. Sensuality has been passed down as the unifying language of the brand. Because it changes from one designer to the next, it is possible to see what has remained unchanged. Legacy is not a static image. Instead of unreservedly praising or rejecting the changes brought about by the change of CDs, why not read about the constancy that emerges in the midst of change?
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