The Post-Luxury Era : Why Choose Luxury in the Age of Fast Fashion
Luxury was once the exclusive domain of the wealthy, but in the 21st century, the rise of fast fashion has transformed trends into something accessible to everyone.
Now that following trends has become merely a part of the consumption cycle, people are once again asking themselves, "Why choose true luxury?" MOOD wants to continue to consider this question together with its customers.
From quantity to meaning
Fast fashion is fast, cheap, and convenient, but the clothes it makes rarely have a story to answer the question, "Why do I choose this?"
Luxury, on the other hand, is the sum of materials, craftsmanship, and design philosophy, and the act of choosing itself has meaning. MOOD aims to be a guide who interprets this "meaning" and incorporates it into the customer's style.
Playful luxury
MOOD offers a "playful luxury" that resonates with everyday life, rather than a luxury that imposes weight or authority.
For example, putting on an elaborate jacket and then layering it with designer accessories creates a deliberate looseness within perfection. In this way, luxury becomes a living, breathing style, rather than something displayed in a glass case.
Economic Background - Expansion and Polarization of the Luxury Market
Globally, the luxury market has been on a steady rise in recent years. Giant groups such as LVMH and Kering have attracted new affluent customers, primarily from China and the Middle East, and are boosting sales to record levels. Meanwhile, fast fashion continues to expand, highlighting the polarization of consumption.
In other words, we live in an age where "everyone can wear similar clothes," but at the same time, it is also an age where "luxury is sought in order to differentiate oneself." Based on this "polarization," MOOD supports "choices rooted in the individuality of the customer" rather than simply consuming brands.
Luxury as a sustainable choice
While fast fashion has its own issues regarding the environmental impact and working conditions, luxury fashion houses are proactively promoting sustainable material development, traceability, and the preservation of craftsmanship.
Hermes' leather repair service and Gucci's carbon neutral strategy show that luxury is not just about consumption, but also about a choice that will last into the future.
MOOD also wants to convey to customers the concept of "sustainable clothing that will be loved for a long time" by proposing playful styling.
Global Trends and Self-Expression
With the proliferation of social media, fashion is no longer bound by local trends and can be instantly shared with the world. As a result, the same brands and silhouettes can easily spread around the world. In this environment, how to make one's own identity visible has become an increasingly important issue.
MOOD takes into account the history and background of luxury, but by "playfully dressing it down," they offer suggestions to help each customer have their own unique style.
MOOD's stance
In the post-luxury era, luxury is not something distant, but a tool for living one's own life to the fullest.
MOOD sees clothing not simply as a consumer good, but as an act of embracing "culture," "values," and "identity," and provides customers with the words and experiences to interpret this.
Be playful, yet make honest and sustainable choices.
This is the luxury style for the future that MOOD aims for.
