Opinion / Louis Vuitton’s controversial US$1,000 face shield makes fighting Covid-19 fashionable – by transforming a necessity into a luxury item
The French fashion house kicked up controversy when it released its new luxury face shield – but the Covid-19 preventative hits all the notes when it comes to what defines a luxury product: namely unattainability, memorability, daring, and more
Louis Vuitton has come out with a luxury face shield, and it’s caused quite a stir.
But the controversial face shield might be a genius move – here’s why.
For many, using a face shield is a necessity, not a fashion item that makes them feel attractive. But what if the face shield could become an object of desire?
Bernard Arnault, CEO of LVMH, has often used the word “desire” to describe the allure of luxury. In other words, the driving force behind creating a luxury brand is the ability to create desire; the deep, powerful and inherent desire to be connected with a brand. The brands that create the most desire are those that create most value, and thus are able to convince customers to pay significant price premiums. When there is no desire, there is no luxury.
This leads to a critical question: what drives desire?
During discussions at my advanced luxury MBA class at Pepperdine University in California, luxury was described as a unique, extravagant and exclusive experience going beyond necessity that only select individuals can afford. What this indicates is that a driver of desire is – to a certain extent – unattainability.
A luxury item is extraordinary and allows consumers to break out of the often repetitive and boring patterns of their daily lives. It is an escape and an ultimate treat that makes you feel alive. My professional research could show that luxury even changes us as people.