Mark

SNOBITECTURE
ARCHITECTURE AS A BRAND


ESSAY // 2019


When I look at the business of building buildings and the business of fashion I see similarities regarding luxury. The luxury goods industry has a value of $157 Billion which includes clothing, accessories, and cosmetics all to depict a pampered, luxurious life while architecture costs . Many of the fashion houses today are corporate businesses that maintain an illusion that they once had, a legacy of the tailored 1 of 1 article designed by boutiques from the head designer’s work-desk that only royalty and the extremely rich had had access to. CEO of LVMH (Moët Hennessy Louis Vuitton), Bernard Arnault understood this and based the company’s model on “enhancing the timelessness, jazz up the design, and advertise like crazy” when he acquired brands like Givenchy and Dior. This approach relies on what the existing brand represents and feeding the consumer an idea of quality which may not exist.

I as a young designer, luxury shouldn’t be at the detriment of those who don't have the financial means to be a part of it for example gentrification pushing locals in the peripheries of the city but hiking real estate prices at cultural hubs created by those who suddenly can’t afford to stay in their home.
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