Who does not want luxury in their lives? The word luxury, originating from the Latin term 'luxus', has historically been associated with accessing magnificence, perfection and exclusivity. Unfortunately, due to our insatiable need to always have the best of the best in our lives, the concept of luxury has turned into an evil game of deception, played skilfully by the industry's giants: our beloved ''luxury'' brands.

Nobody is completely immune to this game which has its roots in people's insecurities about status and recognition. Owning a luxury item, or rather, a luxury branded item, becomes a form of trademark of status and a passport to superficial recognition; we buy things we don't need with money that we don't have to impress people we don't like. 

As a generation we are more interested in what people think about us which is why 'status anxiety' became more prominent as more people have access to status due to our pluralistic status system (status can come in different forms, not only wealth). Authenticity has somehow taken the backseat, especially in this social media dominated era; it is most importantly about what it seems and not about what it is. With every post on these platforms we actively deceive our followers into thinking that our lives are really as wonderful as they seem.

So if we are so ready to trick the people in our own lives into believing in something that is not there, why should big conglomerates not do the same? Luxury brands manipulate the concept of quality through spectacle; glossy magazine covers and fabulous Instagram posts, VIP events, high profile celebrity endorsements and extortionate flagship store rents are all part of a deception master plan. Coupled with a lack of transparency, they appear to have the licence to charge ridiculous mark ups on their products as consumers buy into the promise of glamour, status and social recognition.