Editorial introduction

The four articles in this issue of Luxury: History Culture Consumption might, at first glance, appear to have little to do with luxury, or at least many of its popularly understood qualities. Established concepts such as rarity, expense, excess, tradition and distinction have dominated both the promotion and critique of contemporary luxury production and consumption. While these attributes continue to provide the inspiration and desire for luxury goods and services, certainly those provided by contemporary global luxury brands, we are also witnessing an increasing critical interrogation of those same qualities. Does luxury have to be rare, expensive and encumbered with dynastic manufacturing pedigree to be understood and recognized as luxury? Surely such a contested and historically fluctuating concept should not be constrained by commercial imperatives, however ubiquitous and seductively marketed? Indeed, many of the most successful of today’s luxury producers are asking just those same questions, and the possibilities, or perhaps impossibilities, of sustainable, green and responsible luxury are high on the agendas of Jonathan Faiers is Professor of Fashion Thinking, Winchester School of Art, University of Southampton, UK. jonathanfaiersluxury@gmail.com