What makes something a luxury item? Is it rareness, cost, demand, functionality, or glamor? Despite the economic recession coming out of the pandemic, the high-end markets of all industries have increased significantly, and its newest consumers are the middle class and young people.
Hypebeast culture, most recognizable by its giant labels on T-shirts, thousand-dollar sneakers, and new-wave streetwear, dominated the 2010s. It was made popular largely by the internet personalities we now call “influencers.” So far, we have seen about every fashion trend in just three years of this decade. From “quiet luxury” to “rockstar’s girlfriend” or even “mob wife,” TikTok has been genius in creating new aesthetics and subcultures for consumers to latch onto, many of which require excessive spending. Instagram increased the demand for luxury in the 2010s with the first wave of viral internet products, but the effect of TikTok is incomparable—in other words, Instagram walked so TikTok could run. Users are saturated daily with information on the latest trends to the point that they desire every viral product that comes across their feed simply because they have seen it enough times, thus allowing companies to exponentially upcharge products.
It’s not just fashion where people are shopping for luxury. From $500 facial cleansers to the $1,000 hair dryers and coffee machines to the overpriced groceries, water bottles, leggings, and even $20 smoothies, every market is catering to the idea of luxury. But what even is luxury? Historically, items like silk, porcelain, jewelry, and even, at one point, salt were symbols of luxury. Still, since the 20th century, the main appeal to what is considered luxury is brand names. Are Gucci T-shirts worth $300? Is one bottle of Charlotte Tilbury setting spray worth $50? Are Stanley Cups even cool? What is in Erewhon smoothies that is worth $20? In an age where every TikTok video begins with the words “You need to try this,” it is critical to define values as a consumer and de-influence yourself.
Start by assessing the small things you buy every day because they might be more luxurious than you assumed. Calculate how much you spend at Starbucks every year; by ordering a grande frappuccino every day, people spend close to $2,500 a year. Now decide if you are willing to spend that much money on your morning coffee or if you would rather take a vacation. Is that kind of spending sustainable throughout your adulthood and broke college years? How about skincare and makeup? What makes the $100 serum medical-grade as it claims? After a minute of research, you would know the medical-grade label is nothing more than a convincing marketing ploy that won’t get rid of your acne.
Brands can claim false luxury because of consumer ignorance and carelessness. For example, when shopping for clothes, invest time – not only money – in your wardrobe. Consider each new piece you are buying and if it is worth the investment; examine the materials used, washing instructions, fair labor policies of the brand, environmental effect of the garment, if it fits your personal style, and, most importantly, its longevity. Will you wear the piece in one year, three years, or even 10? In that case, a jacket you will wear for 10 years is worth the $1000 price tag.
It’s time we hold brands accountable and start caring about the products we invest in. Choose who and what has the power to influence you. Know what you are shopping for, and define the luxuries in your life, but most importantly, delete TikTok and never buy a Stanley Cup.
