The Evolution of Luxury Brands

Written by Giselle Franco

Luxury brands: some people love them, some people hate them. Regardless of opinion, they’ve always been a topic of discussion amongst everyone, even those not in the fashion community. Some believe that luxury brands are tasteless and a flashy way of showing off wealth. Others believe that luxury brands are opulent, and lavishly appointed. No matter the opinion, what can’t be denied is that luxury brands have been around for a long time and will most likely stick around for longer. The longevity of luxury brands is why, like many fashion trends, they are very subject to change in how and why they’re worn. Luxury brands are constantly evolving.

Let’s look at how luxury brands started. Brands such as Gucci, Hermes, Burberry, and Cartier represent a handful of the first luxury brands. These high-quality brands were seen as symbols of status and affluence, and they were therefore only accessible to the elite. Those of a lower, or even of a middle class, could not afford or have access to their products. 

While luxury brands are still expensive and viewed as lavish, they’re much more accessible, and appear in settings they would’ve never been seen in decades ago.

Think about an overflowing, narrow street in Chinatown. Brands like Coach, Gucci, and Louis Vuitton can be seen perched atop shelves in merchandise shops. While the products are knock-offs, it still is a testament to how much the status of luxury brands has changed over the years. It would’ve been insulting, and never seen, to have knock-offs of these high quality brands being sold for cheap in locations other than their stores.

Does this mean luxury brands are not valued anymore? Not necessarily. While their value has slightly diminished in comparison to their prior esteem, luxury brands are still associated with quality and elevation. Modern-day celebrities like Lily-Rose Depp, Jennifer Lopez, and Natalie Portman are all ambassadors for luxury brands. They’re constantly photographed wearing clothing from their respective brands, associating fame and high value with this profile of brands.

College students also flaunt luxury brands, but with a much more subtle approach. Brands like Canada Goose can be seen worn on campus frequently during the winter months, and students will wear their high-end brands to lecture. Students also acquire luxury brands through thrifting and second hand shops.

As all fashion trends do, luxury brands and how and why they’re worn are constantly changing. From being nonessential products that only the elite could access, to being sold and worn in freelance settings, the reputation of luxury brands has become more casual, but they are still sought after. How they are viewed will continue to shift with time, and with how people make use of them.

Edited by Hana Razvi, Olivia Ruetten, Quinn Diedrich & Safa Razvi

DEI Reviewed by Kabir Chawla