We all enjoy a good spectacle; we readily open our wallets when we are promised to be awed and surprised. It is a form of 'luxury' we are more than ready to pay for as watching a good show brings joy and excitement into our often monotonous lives; we are lured in by the thrill of the unusual and the promise of experiencing something special. This is the exact reason why circuses have always been a central part of leisure culture. It was the ultimate experience; nowhere else could you see tigers jumping through fire hoops, elephants balancing on one leg or penguins playing football, and that all in an awe-inspiring proximity.
In recent years however, circuses have lost popularity as the world found out about the unacceptable living conditions of circus animals, and in some cases, even of people. As we face a generation that demands transparency on every level, it was only a matter of time for the spotlight to be cast away from the glossy ring to the dark happenings of behind the scenes circus life.
Even though circuses have massively lost in popularity, it seems as though there is one type of circus that has survived the odds of time and the eyes of an increasingly critical generation: the luxury industry. Whilst millennials increasingly demand transparency from brands as they want to know where their products come from and how they are produced, luxury brands are surely starting to feel some kind of pressure, but it is still not enough for them to come clean. Unsurprisingly, luxury brands score very poorly on the global Fashion Transparency Index, with most of them scoring under 10 from a total of 100 points.
The ugly truth is that, with profit being their sole motivating factor, these brands have turned to cheap production methods in places like Romania and Transylvania to cut costs. However, these products still qualify for a "Made in France" or "Made in Italy" tag as they are finished in these countries. You would think that these kind of doings sound almost illegal, but this behaviour is encouraged by EU law that has, mistakenly or not, created this loop hole for luxury brands to use.
Facts aside, you could say that luxury brands are pulling off what seems to be the greatest spectacle on earth; whilst a circus bedazzled a few hundred people sitting around a ring at one time, luxury brands are tricking billions of people into buying their products based on false promises about quality and craftsmanship. With authenticity and transparency becoming increasingly important, it will be interesting to see for how much longer this type of circus will stand.
