Luxury Product
explores the evolving definition of luxury inthe wake of the COVID-19 pandemic. According to Publicis Sapient, the insight advisor to the Publicis Groupe, traditional markers of class--once signified by the acquisition of material goods--are increasingly giving way to the cultivation of unique, transformative experiences. This shift prompts the question: How will advertising and luxury marketing adapt to appeal to a new generation of consumers who value experience over possession?
Through a series of still life and portrait photographs, my project delves into this transformation, using visual elements akin to those found in luxury advertising campaigns. My subject, an individual who moves between everyday spaces and high-status environments, embodies the fluidity of class and the changing nature of affluence. These images are designed to invite the viewer to project themselves into the scenes, a fundamental intention of luxury marketing, which often seeks to create aspirational connections