{"id":161729,"date":"2025-03-19T11:06:13","date_gmt":"2025-03-19T10:06:13","guid":{"rendered":"https:\/\/luxus-plus.com\/?p=161729"},"modified":"2025-06-11T21:40:37","modified_gmt":"2025-06-11T19:40:37","slug":"chronicle-the-paradox-of-cultural-currency-in-the-luxury-strategy","status":"publish","type":"post","link":"https:\/\/luxus-plus.com\/en\/chronicle-the-paradox-of-cultural-currency-in-the-luxury-strategy\/","title":{"rendered":"[COLUMN] The paradox of cultural currency in the luxury strategy"},"content":{"rendered":"<h4>Here&#8217;s the plot twist: perhaps luxury brands need to stop chasing cultural relevance. Maybe the new luxury OS isn&#8217;t about pursuing culture but about creating something culture aspires to possess.<\/h4>\n<p><!--more--><\/p>\n<p>&nbsp;<\/p>\n<p>Think about it:<\/p>\n<ul>\n<li><strong>When did Louis Vuitton collaborations become predictable?<\/strong> When they<br \/>\nbecame expected<\/li>\n<li><strong>When did Gucci lose its edge?<\/strong> By overexposing their aesthetic across too<br \/>\nmany touchpoints<\/li>\n<li><strong>Why do heritage luxury houses feel increasingly desperate?<\/strong> Because they&amp;#39;re<br \/>\ntrading legacy for likes<\/li>\n<\/ul>\n<p>Let&#8217;s be honest: <strong>many luxury brands are struggling with their sense of self<\/strong>. They lost it somewhere between their hundredth streetwear collaboration and their desperate attempt to capture Gen Z attention. <strong>Like a distinguished aristocrat using slang at a debutante ball, it&#8217;s becoming painful to watch.<\/strong><\/p>\n<p>&nbsp;<\/p>\n<h2>The Obsession with Cultural Relevance<\/h2>\n<p>&nbsp;<\/p>\n<p>Did someone says<strong> &#8220;Culture&#8221;<\/strong>? After &#8220;experience&#8221; and &#8220;content&#8221;, &#8220;culture&#8221; has swiftly become the <strong>new golden calf of the luxury<\/strong> <strong>industry.<\/strong> <strong>Yet nobody truly knows what culture means in the context of luxury<\/strong>, and it seems that many brands confuse cultural relevance with cultural dilution.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>The irony is that &#8220;Culture&#8221;<\/strong> as a conversation about creative expressions that engage the elite<strong> has always been luxury&#8217;s domain<\/strong> &#8212; consider the patronage of the Medici family. <strong>What has fundamentally changed is the &#8220;cultural apparatus&#8221;<\/strong>: how luxury is perceived, consumed, displayed, and how it generates desire and exercises exclusivity.<\/p>\n<p>&nbsp;<\/p>\n<p>Consider<strong> social media&#8217;s democratization effect<\/strong>. In <strong>a world where luxury signifiers can be rented, borrowed, or simulated<\/strong>, where working at the pace of culture has become a mantra&#8230; are luxury brand strategy tools shaped in the salon culture of previous eras still relevant?<\/p>\n<p>&nbsp;<\/p>\n<h2>Your Luxury Management Tools Are Showing Their Pedigree<\/h2>\n<p><span style=\"font-weight: 400;\"><\/span><\/p>\n<p><span style=\"font-weight: 400;\"><\/span><\/p>\n<p><span style=\"font-weight: 400;\">\t\t<section data-elementor-type=\"section\" data-elementor-id=\"113405\" class=\"elementor elementor-113405 elementor-111955\" data-elementor-post-type=\"elementor_library\">\n\t\t\t<div class=\"elementor-element elementor-element-6ff873b e-flex e-con-boxed e-con e-parent\" data-id=\"6ff873b\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;gradient&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element 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heading-title\">\r\n\r\n    <p class=\"heading-title-main size-medium\">Create your free account<\/p>    \r\n<\/div><!-- .heading-title -->\r\n\r\n\r\n<\/div><!-- .fox-heading -->\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9a5a038 elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"9a5a038\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-check\" viewBox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M173.898 439.404l-166.4-166.4c-9.997-9.997-9.997-26.206 0-36.204l36.203-36.204c9.997-9.998 26.207-9.998 36.204 0L192 312.69 432.095 72.596c9.997-9.997 26.207-9.997 36.204 0l36.203 36.204c9.997 9.997 9.997 26.206 0 36.204l-294.4 294.401c-9.998 9.997-26.207 9.997-36.204-.001z\"><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Every day, keep up to date with the latest business news from the world of luxury.<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-check\" viewBox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M173.898 439.404l-166.4-166.4c-9.997-9.997-9.997-26.206 0-36.204l36.203-36.204c9.997-9.998 26.207-9.998 36.204 0L192 312.69 432.095 72.596c9.997-9.997 26.207-9.997 36.204 0l36.203 36.204c9.997 9.997 9.997 26.206 0 36.204l-294.4 294.401c-9.998 9.997-26.207 9.997-36.204-.001z\"><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Receive the essential luxury business news by email every week<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-check\" viewBox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M173.898 439.404l-166.4-166.4c-9.997-9.997-9.997-26.206 0-36.204l36.203-36.204c9.997-9.998 26.207-9.998 36.204 0L192 312.69 432.095 72.596c9.997-9.997 26.207-9.997 36.204 0l36.203 36.204c9.997 9.997 9.997 26.206 0 36.204l-294.4 294.401c-9.998 9.997-26.207 9.997-36.204-.001z\"><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Exclusive monitoring tools<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-check\" viewBox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M173.898 439.404l-166.4-166.4c-9.997-9.997-9.997-26.206 0-36.204l36.203-36.204c9.997-9.998 26.207-9.998 36.204 0L192 312.69 432.095 72.596c9.997-9.997 26.207-9.997 36.204 0l36.203 36.204c9.997 9.997 9.997 26.206 0 36.204l-294.4 294.401c-9.998 9.997-26.207 9.997-36.204-.001z\"><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Access our partner trade fairs<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t<a class=\"elementor-element elementor-element-c31ee9a e-flex e-con-boxed e-con e-child\" data-id=\"c31ee9a\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\" href=\"https:\/\/luxus-plus.com\/en\/my-account\/\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5f1e31a elementor-widget__width-inherit elementor-widget-mobile__width-inherit align-center elementor-widget elementor-widget-heading\" data-id=\"5f1e31a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\r\n<div class=\"fox-heading\">\r\n\r\n\r\n<div class=\"heading-section heading-title\">\r\n\r\n    <p class=\"heading-title-main size-large text-uppercase\">I create my account<\/p>    \r\n<\/div><!-- .heading-title -->\r\n\r\n\r\n<\/div><!-- .fox-heading -->\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-e0b21b0 e-con-full e-flex e-con e-child\" data-id=\"e0b21b0\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a836dab elementor-widget elementor-widget-image\" data-id=\"a836dab\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1297\" height=\"206\" src=\"https:\/\/luxus-plus.com\/wp-content\/uploads\/2020\/03\/logoooo.png\" class=\"attachment-full size-full wp-image-26712\" alt=\"\" srcset=\"https:\/\/luxus-plus.com\/wp-content\/uploads\/2020\/03\/logoooo.png 1297w, https:\/\/luxus-plus.com\/wp-content\/uploads\/2020\/03\/logoooo-300x48.png 300w, https:\/\/luxus-plus.com\/wp-content\/uploads\/2020\/03\/logoooo-1024x163.png 1024w, https:\/\/luxus-plus.com\/wp-content\/uploads\/2020\/03\/logoooo-768x122.png 768w, https:\/\/luxus-plus.com\/wp-content\/uploads\/2020\/03\/logoooo-1536x244.png 1536w, https:\/\/luxus-plus.com\/wp-content\/uploads\/2020\/03\/logoooo-2048x326.png 2048w, https:\/\/luxus-plus.com\/wp-content\/uploads\/2020\/03\/logoooo-750x119.png 750w\" sizes=\"(max-width: 1297px) 100vw, 1297px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d67df98 elementor-widget__width-auto elementor-widget elementor-widget-text-editor\" data-id=\"d67df98\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Don&#8217;t miss out on the latest luxury business news.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c8de6c6 elementor-widget elementor-widget-image\" data-id=\"c8de6c6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1280\" height=\"680\" src=\"https:\/\/luxus-plus.com\/wp-content\/uploads\/2023\/08\/luxus-digital-mensuel-avril-2024-no-bg.webp\" class=\"attachment-full size-full wp-image-136619\" alt=\"\" srcset=\"https:\/\/luxus-plus.com\/wp-content\/uploads\/2023\/08\/luxus-digital-mensuel-avril-2024-no-bg.webp 1280w, https:\/\/luxus-plus.com\/wp-content\/uploads\/2023\/08\/luxus-digital-mensuel-avril-2024-no-bg-300x159.webp 300w, https:\/\/luxus-plus.com\/wp-content\/uploads\/2023\/08\/luxus-digital-mensuel-avril-2024-no-bg-1024x544.webp 1024w, https:\/\/luxus-plus.com\/wp-content\/uploads\/2023\/08\/luxus-digital-mensuel-avril-2024-no-bg-768x408.webp 768w, https:\/\/luxus-plus.com\/wp-content\/uploads\/2023\/08\/luxus-digital-mensuel-avril-2024-no-bg-480x255.webp 480w, https:\/\/luxus-plus.com\/wp-content\/uploads\/2023\/08\/luxus-digital-mensuel-avril-2024-no-bg-750x398.webp 750w\" sizes=\"(max-width: 1280px) 100vw, 1280px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/section>\n\t\t<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><\/span><\/p>\n<p>Read also &gt; <a href=\"https:\/\/luxus-plus.com\/en\/chronicle-are-luxury-brands-killing-subcultures\/\">[CHRONICLE] Are luxury brands killing subcultures?<\/a><\/p>\n<p>&nbsp;<\/p>\n<p>Featured Photo : Getty Images\/Unsplash+<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Here&#8217;s the plot twist: perhaps luxury brands need to stop chasing cultural relevance. Maybe the new luxury OS isn&#8217;t about pursuing culture but about creating something culture aspires to possess.<\/p>\n","protected":false},"author":1699,"featured_media":161695,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_titles_title":"%%post_title%% %%sep%% %%sitetitle%%","_seopress_titles_desc":"Modern luxury is based on past models. To usher in a new dawn of accessibility and exclusivity, it must free itself from cultural coherence.","_seopress_robots_index":"","_seopress_robots_follow":"","_seopress_robots_imageindex":"","_seopress_robots_snippet":"","_seopress_robots_primary_cat":"none","_seopress_robots_breadcrumbs":"","_seopress_robots_freeze_modified_date":"","_seopress_robots_custom_modified_date":"","_seopress_robots_canonical":"","_seopress_social_fb_title":"","_seopress_social_fb_desc":"","_seopress_social_fb_img":"","_seopress_social_fb_img_attachment_id":0,"_seopress_social_fb_img_width":0,"_seopress_social_fb_img_height":0,"_seopress_social_twitter_title":"","_seopress_social_twitter_desc":"","_seopress_social_twitter_img":"","_seopress_social_twitter_img_attachment_id":0,"_seopress_social_twitter_img_width":0,"_seopress_social_twitter_img_height":0,"_seopress_redirections_value":"","_seopress_redirections_enabled":"","_seopress_redirections_enabled_regex":"","_seopress_redirections_logged_status":"both","_seopress_redirections_param":"","_seopress_redirections_type":301,"_seopress_analysis_target_kw":"","footnotes":""},"categories":[1964],"tags":[24784,24470,23296],"class_list":["post-161729","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-strategy","tag-columns","tag-communication-et-marketing","tag-culture-en"],"_links":{"self":[{"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/posts\/161729","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/users\/1699"}],"replies":[{"embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/comments?post=161729"}],"version-history":[{"count":0,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/posts\/161729\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/media\/161695"}],"wp:attachment":[{"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/media?parent=161729"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/categories?post=161729"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/tags?post=161729"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}