We are trying to stop and think about luxury. What is luxury? What does it means?
This word was used to evoque privilege, quality and price but our digitalization combined with globalization the lux involves exclusivity, uniqueness and not just because is addressed to few people.
Luxury is research, the chance to live new routes, experimentation and purity.
But as much as luxury is changing, it is also remaining the same.
The expression of luxury, in our new era, have become more personal, individualistic and intimate, less ostentatious but never compromises on quality.
The real exclusiveness of luxury is craftsmanship. A product that is tailor and handmade can offer to the costumers something outside the ordinary and not to be shown as luxury as it is made up of details.