It is a significant trend in luxury industry that wealthy customers are now asking for low-key, logo-free pieces to disguise their luxury purchase instead of highly recognizable handbags from big-brand names. They are more interested in personal experience/ satisfaction and have much stronger emotional engagement with new luxury product. The changing consumer’s behaviour is influenced by current economic environment and results in luxury market. With the new trend luxury consumption, it would be a good opportunity to explore what is new luxury and how could the design of purses adjust the new trend?
The evolution of luxury shows that the new luxury is about the rich inner world rather than outward adornment, which is also what I want to express in my MA project:
THE NEW LUXURY COMES FROM THE INSIDE OUT.
Therefore, the focus point of purse design would be shifted from the exterior to the interior in my MA collection to adjust the trend of new luxury. The visual form of this collection pres- ents a set of purses with smooth exterior and textured interior. The exterior shape comes from the historical luxury purses while the rich texture inside comes from the vegetation with symbolism of wealth in Chinese culture. The texture is not only decorative but also be protective for the valued objects which could present personal experience or express users them- selves. Meanwhile, it is also an emotional engagement when users open the purse to touch the rich texture and see strong contrast inside out.
Photographyer (Fashion shooting): Turkina Faso
Photographyer (Still life): Yifeng Chen
Model: Noemi Gunea
Make up: Mee Kee
Stylist: Yun Nam Ho
NOWNESS-Luxury x Sustainability: Cycle of Pleasure