How social media is redefining luxury
In the past, luxury was synonymous with exclusivity, superior quality, and rarity. To be luxurious meant to be accessible only to the few, embodying a sense of mystery and aspiration. However, the rise of social media has dramatically reshaped this definition. Platforms like Instagram, TikTok, and Facebook have brought luxury into the daily scrolls of billions, especially influencing younger generations who consume content differently than previous generations. The aspirational nature of luxury has shifted to accommodate a new, more accessible, and visual definition of what it means to live a luxurious life.
The role of social media in defining modern luxury
Social media has made luxury more visible and, arguably, more attainable to a broader audience. Images and videos of luxury goods, destinations, and experiences are readily available to everyone, making it seem as if luxury can be within reach. This shift blurs the lines between reality and aspiration. Social media allows users to see luxury up close, often through influencers who make their glamorous lifestyles feel relatable yet aspirational.
The “influencer effect” has had an immense impact, turning influencers into new-age luxury icons. They set standards, creating an endless reel of “must-have” items and “must-visit” destinations that promote specific products or experiences. These influencers often prioritize aesthetics and shareability, emphasizing what is “Instagrammable” over traditional indicators of quality, history, or craftsmanship. Consequently, luxury has increasingly become about what looks visually appealing and can be shared with followers, more than what may hold lasting value or exclusivity.
Changing standards of luxury in the age of social media
Today, social media has broadened the scope of luxury, emphasizing experiences over material possessions. For many, luxury is now about unique experiences—exclusive dining, breathtaking travel destinations, and memorable events—rather than just owning physical objects. This shift reflects the social media generation’s preference for sharing experiences rather than showcasing possessions.
However, this trend-driven luxury has created a tension between classic, timeless luxury and the fleeting nature of online virality. In the past, luxury was about pieces that could be treasured across generations; today, social media thrives on trends, creating a pressure to own the latest “it” item. The rapid pace of social media means that items can become outdated almost as quickly as they reach peak popularity, making luxury feel ephemeral rather than enduring.
This online landscape has also contributed to a phenomenon known as “mass luxury” or “democratized luxury.” Social media has encouraged luxury to become more accessible to everyday people, creating a space where brands can offer high-end experiences and products to a broader market. Now, luxury is not just for the elite but something within reach for those willing to invest in what social media deems worthy.
The impact of social media on consumer behavior and luxury spending
Social media has undeniably affected consumer behavior, influencing why and how people spend on luxury. One of the primary shifts has been the association of luxury with validation and status on social platforms. For many, luxury goods and experiences are no longer about personal enjoyment but about being seen and acknowledged. Validation through likes, comments, and followers creates a new form of status, one that is less about quiet enjoyment and more about social affirmation.
Social media has also increased impulsive buying behaviors. Many users experience FOMO (fear of missing out), leading to impulsive purchases of trendy luxury items to stay relevant. Limited-edition drops and viral trends can pressure users into making purchases to keep up with their online peers. This phenomenon has been particularly advantageous for brands, which capitalize on FOMO to drive up sales and engagement.
In response, a wave of “affordable luxury” brands has emerged, offering products that mimic the look and feel of high-end items but at a more accessible price point. This allows consumers to experience a form of luxury without the hefty price tag, although it does risk devaluing the concept of exclusivity that luxury brands traditionally held.
Case studies and examples
Numerous examples illustrate how social media can influence and redefine luxury. Influencers often partner with brands to give products or destinations an aura of exclusivity. Some of these items achieve “luxury” status simply because they’ve been endorsed by popular figures on social media. For instance, products like designer handbags, skincare lines, or high-end makeup brands can quickly gain traction, regardless of their actual craftsmanship or heritage, simply due to the influencer’s stamp of approval.
Luxury travel destinations also see this impact, with places like Santorini, Bali, and the Maldives being popularized on Instagram as “luxury” travel spots. These destinations are valued not just for their natural beauty or exclusivity but for their “Instagramable” qualities, where aesthetics often overshadow the destination’s authenticity or uniqueness.
Limited-edition items also thrive in this social media environment. Items like sneakers, exclusive clothing drops, and branded collaborations become social media sensations, fostering the idea that exclusivity means limited access rather than true craftsmanship or uniqueness. These trends shape a new understanding of exclusivity, one more about hype and less about the intrinsic quality of the item.
Social media’s influence on the evolution of luxury trends
Interestingly, social media has also given rise to trends that respond to the overexposure of traditional luxury. The concept of “quiet luxury” has emerged, favoring understated, logo-free designs that emphasize quality over branding. Quiet luxury appeals to those who seek a break from the often ostentatious world of social media luxury, valuing subtlety and craftsmanship over visibility. This trend reflects a growing desire for meaningful, sustainable luxury, where quality and individuality take precedence.
Another evolution in luxury driven by social media is the emphasis on personalized and bespoke experiences. Social media’s focus on individuality has created a demand for unique, customizable luxury options. Consumers are increasingly looking for experiences and products that feel tailored to their personal tastes and preferences, making luxury feel both accessible and distinct.
“Quiet luxury” is also more explosive when in the HBO series Succession, the characters often wear cashmere caps worth $600 in neutral colors without logos, and delicate but expensive Tom Ford sunglasses. Their rich yet unpretentious style is intended to convey “expensive and elegant.” In the second photo, on the left, character Kendall wears a Lyocell & Cotton-Blend T-shirt ($240), stretch slim-fit denim ($750), suede bomber jacket ($6,490) – all from Tom Ford. He wore a cashmere baseball cap ($625) from Loro Piana and Jacques Marie Mage eyeglasses ($750).
Social media has undeniably transformed how we perceive, consume, and interact with luxury. No longer confined to a privileged few, luxury has become more visible, attainable, and trend-driven. While social media has broadened luxury’s appeal and accessibility, it has also sparked debate over what “luxury” truly means, challenging traditional notions of quality, heritage, and exclusivity.
As we continue to consume luxury through our screens, it’s worth pausing to reflect on our personal definitions of luxury. Are we driven by social media’s aspirational ideals or by our genuine values and preferences? To learn more not only about the impact of social media on luxury and discover how to align your luxury experiences with your values but also information about luxury visit our website – AGD to explore more insights and in-depth articles on this evolving trend.
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