"Educating Luxury"
Spring - Summer 2024
This design symbolises the union between exclusivity and the world of luxury, as we no longer see them as going together. The numbering is precisely that point where two increasingly distant worlds meet.
Someone had to return to luxury what is rightfully its: exclusivity. The luxury industry has become mass-produced. Do you think the price of a product will make it unique? It doesn't work like that. We must put an end to the prostitution of the luxury world, bringing two ideas back together: luxury and exclusivity.
Even with a bag full of bills, you couldn't buy exclusivity. Luxury is much more than that.
The feeling of carrying a bag full of money, knowing that you hold in your hand the power to buy whatever you want... except one thing, exclusivity.
In movies, we're accustomed to seeing bags filled with bills... "The Wolf of Wall Street," "The Joker," "The Godfather"... in the world, a lot of money needs to be moved.
That's why this bag is numbered to 15, because even if you filled it with bills, you wouldn't achieve feeling exclusive. Exclusivity goes beyond, and only through numbering could you feel it, no matter how much money you have.
"Lesson 1 - Puerto Banús"
In this first class, we went to Puerto Banús to show the cradle of luxury in Spain what Real Exclusivity means.
So that people who buy expensive products and think they are unique understand:
Luxury = Real Exclusivity = Numbering
