LA VEINE: WHY DO WE CRAVE LUXURY?

February 25, 2017

WHY DO WE CRAVE LUXURY?

Coco Chanel was one of the first fashion designers I did some research on when I realized my interest in fashion was not going away anytime soon. I bought my first Vogue when I was thirteen and it was only a matter of time until I found myself capable of distinguishing different designers or brands by a single outfit from the catwalk, or of identifying iconic luxury items such as the 2.55 Chanel bag or the Hermès Kelly. With that came the overwhelming realization that there's this entire universe of objects of desire and heavenly experiences that I had never heard of, let alone acquired. My question today comes from this dreamy place fashion magazines take us to: why do we crave luxury?

Coco Chanel foi uma das primeiras designers que fiz questão de pesquisar na altura em que me apercebi de que este fascínio que tenho pela moda tinha vindo para ficar. Comprei a minha primeira Vogue aos treze anos, e adquiri rapidamente o hábito de identificar designers e marcas através de coordenados das passereles, ou peças que por alguma razão se tinham tornado icónicas. Com o primeiro contacto com as revistas chegou a altura em que me apercebi deste enorme e completamente alienígena universo de objetos de desejo e experiências paradisíacas de que nunca tinha ouvido falar, quanto mais visto com os meus próprios olhos. A questão de hoje vem deste sítio de sonho para onde muitas vezes somos transportados pelas revistas: porque é que desejamos tanto os objetos de luxo?

Let me start out by sharing the meaning of the word "craving": it's a powerful desire for something. This desire starts when we realize that we can't have something, at least for now; maybe it's a matter of money, maybe it's something else, but I feel like it's impossible for us to crave something that we know we can buy right now (and this is why this article is written from the point of view of someone who can't afford to buy luxury items, I can't talk for anybody else). There has to be that built up sentiment of desire that only appears when we contemplate something we can't obtain: a piece of cake, a trip, a lover or a Chanel bag. And I believe that the unattainability of an object is what makes it so appealing in the first place. I think that weighs at least as much as the beauty or quality of the item itself, if not even more.

Then comes the beauty of the object, which has a strong influence over the purchase since we're not going to buy something we don't find beautiful. However, I know for a fact that this cannot be the heaviest factor unless we are in a financial place where we can buy whatever we want. After all, a luxury item is an investment for most of us and when we make up our minds about the object we want to buy there has to be more to it than mere beauty and visual appeal: we are looking for quality, wearability and how much money we will get in return if we end up not loving it that much. For example, if I could buy a high end bag right now purely based on my likings, I would probably end up buying a Gucci Dionisio bag because that's what I've been craving lately. However, if I'm not only thinking about what I desire today but what I am going to want to wear in five or ten or twenty years, I will probably invest in a classy Hermès model that I can wear literally until I die. It's quite funny how we want to buy luxury because we crave it, but then tend to partially ignore those cravings in order to buy in a smart way.
The act of wearing luxury pieces is also intimately involved with the image we have of certain social classes, and how a Chanel bag on your shoulder will send a message to every person who sees it. It's undeniable that what we wear says a lot about ourselves, and expensive products imply financial power. This may be another reason to buy an expensive item: the desire for apparent power, or just the feeling of owning something expensive and nicely made. Ater all, when you buy something as expensive, you're having a taste of a completely different, dreamy world. We just don't go to a Prada store everyday, so if we buy a bag there we are having an experience we will never forget. Which will, obviously, be included in the price tag.

Personally, I'm looking forward to buying something luxurious for myself in the future, but that will only happen when my income allows it. To me, my future high end investment will not be a symbol of money or power, but of my independence and professional growth. This is why I would never allow anyone to buy me something like that as a gift; at the end of the day, when it comes to something as expensive, I feel like I really have to earn it.
Deixem-me começar por partilhar o significado do termo "desejo": é a vontade imensa de ter ou obter algo. O desejo começa, na minha opinião, quando nos apercebemos de que não podemos ter aquilo que queremos logo no momento: pode ser uma questão de dinheiro ou outra coisa qualquer, mas parece-me impossível desejarmos algo que podemos ter neste instante (e é por isso que este artigo está a ser escrito do ponto de vista de alguém que não pode comprar artigos de luxo; não posso falar por pessoas noutras situações financeiras). O desejo é uma coisa que se vai construindo à medida que pensamos e apreciamos algo que sabemos que não podemos ter: pode ser uma fatia de bolo, outra pessoa, uma viagem ou uma mala. E eu acredito que o facto de tal objeto ser tão inatingível é também aquilo que o torna tão desejado, sendo esse um factor que pesa tanto quanto a beleza ou a qualidade do acessório, quando é hora de comprar.

Depois temos a questão da beleza, que tem uma grande influência sobre as nossas escolhas também. No entanto, sei que este não pode ser o factor principal a menos que nos encontremos numa situação financeira que nos permita comprar quantas malas da Prada queiramos. Afinal de contas, comprar um objeto de luxo é um investimento para a maioria das pessoas e quando finalmente decidimos a peça que vamos comprar é preciso que a eleita tenha mais que algum apelo visual: estamos à procura de qualidade, facilidade na hora de conjugar com outras peças e o retorno que teríamos caso a quiséssemos vender mais tarde. Por exemplo, se eu pudesse comprar uma mala de luxo neste momento e a escolha fosse somente baseada nos meus gostos, provavelmente escolheria uma Gucci Dionisio por serem as malas que tenho andado a namorar ultimamente. No entanto, se pensar não só naquilo que considero visualmente apelativo mas também no tipo de peças que espero usar daqui a cinco, dez ou vinte anos, se calhar será mais sensato investir numa Hermès clássica. É engraçado como queremos tanto comprar artigos de luxo por todo o desejo que os envolve, mas depois temos que contrariar esse desejo para fazermos compras mais conscientes.
O acto de usar peças de luxo está também intimamente envolvido com a imagem que temos de certas classes sociais, e como o facto de termos uma mala Chanel ao ombro envia uma mensagem a toda a gente que passa por nós na rua. É inegável que o que vestimos diz muito sobre nós, e produtos caros implicam poder financeiro. Esta pode ser outra razão que torna estes produtos tão desejáveis: o poder aparente, ou simplesmente a sensação de possuir algo caro e de qualidade. Afinal, quando compramos algo de preço tão elevado, estamos a ter também um vislumbre deste mundo de sonhos que mal conhecemos. Não vamos a lojas da Prada diariamente, por isso quando compramos uma mala lá estamos a ter uma experiência que nunca esquecermos. Experiência essa que, obviamente, vem incluída no preço.

Pessoalmente, estou entusiasmada com a ideia de comprar algo luxuoso para mim no futuro, mas isso só irá acontecer quando o meu salário o permitir. O meu futuro investimento em high fashion não será um símbolo de dinheiro ou de poder, mas da minha independência e crescimento a nível profissional. E é por isso que eu nunca permitiria que ninguém me oferecesse algo com um preço tão absurdo; no final do dia, quando se trata de um artigo de luxo, sinto que antes demais tenho que fazer por merecê-lo.

Why do you think people crave luxury items so much?
Na vossa opinião, porque é que as pessoas desejam tanto os objetos de luxo?

87 comments:

  1. Ultima frase: top!!
    Para mim é mesmo isso que falaste, as pessoas desejam tanto objetos de luxo pelo significado que lhes está inerente, pela fantasia que é contada nas publicidades, as pessoas querem entrar nesse mundo encantado...

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  2. I think that clothes should be made of high quality materials if we want to wear expensive accesories, it testifies to good taste ;-)

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  3. Loved this post!

    http://violettedaily.com

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  4. Such gorgeous pics!

    xoxox,
    CC

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  5. I'm reading your post with the help of Google Translate. I hope to understand everything !!! You've written some really nice words! This post is creative as always.... Kisses from Italy and thank you for your visit,
    Eni

    Eniwhere Fashion
    Eniwhere Fashion Facebook

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  6. Deus, adorei o teu blog, as fotos e o post.
    A forma como escreves... gostei mesmo. Na minha opinião, as pessoas compram, ou desejam no caso, artigos de luxo, pelo sentimento de posse e pela imagem pela qual passamos ao utilizar um artigo desse género. Mas por acaso não tenho grande vontade de comprar peças assim.

    Vera,
    www.whitelirium.com

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  7. Amazing piece. Please check out my post on how to re-design denim!

    Kisses xo | From Aliona With Love
    Instagram @alionawithlove
    YouTube @alionawithlove

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  8. Really interesting point of view!
    Kisses, Paola.
    Expressyourself
    My Instagram

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  9. obrigada pelo comentário <3
    não tenho assim nada considerado mesmo de luxo, mas tenho tentado investir em coisas melhores para mim, acho que é uma forma de me mimar e normalmente, são coisas que se destacam mais, representando melhor o nosso estilo e duram mais tempo :)

    www.pinkie-love-forever.blogspot.com

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  10. Eu amei seu artigo. Infelizmente, na forma em que nossa economia gira hoje, os produtos são criados para serem sempre desejados por alguém e é super dificil quando não temos capacidade de adquiri-lo. Querendo ou não peças de luxo mostram o quão podemos ser superiores né? Eu penso igual você, apesar de ser super mão de vaca, um dia quero comprar algo que tenho MUITO desejo. E eu gosto muito da forma como vc fala que ama moda.

    bjs, Carol | Espilotríssimo
    www.carolespilotro.com

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  11. I agree with the stereotypes on social class! You definitely would automatically assume someone is well-off, if not rich, if they had a Chanel bag on. I, myself, was surprised when I saw my auntie wearing a pair of Valentinos to Christmas. it's crazy how these things work! Great post xx

    Kit | THINGS SHE LOVES

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  12. Great read! I share a similar point of you to you - one day I will buy a designer piece once my income allow it and if it is an investment piece i will wear for years but in the meantime I will stick to high quality pieces that I can afford
    xx

    Lizzie | Takeoffs & Landings

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  13. cool post!

    https://cheremimi.blogspot.com.es/

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  14. Wonderful shots!
    Have a nice week-end!
    Gil Zetbase

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  15. Another well-thought out post, Marta:) I do think it's interesting the reason people want designer items: as a status symbol, because of quality, to be on trend, etc. At the end of the day though, I think if it's something you've worked hard for and really want, I say go for it.

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  16. I love it!! I wish you a very happy sunday!

    Mary María Style

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  17. I like your reasoning for buying luxury. It definitely should be about independence and growth. Love this post!

    http://www.kathrineeldridge.com

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  18. I've never thought of buying luxury as a form of independence and growth, but you are so right! For me, it's more about quality - knowing that something will sand the test of time {both in construction and timelessness}.

    xx

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  19. hi Marta, just discovered your blog and I am really liking the thoughts I read :)
    Really interesting words regarding luxury items and the feeling of power. I see myself craving the latest accessories that all the celebrities and top bloggers wear, however I am 100% sure if I were to buy any of those I would gravitate towards something more wearable and durable as you mention...

    Have a great Sunday and week!

    Saida | She talks Glam

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  20. Very good post. You have the right idea. I can certainly relate to this.

    Gemma x
    www.jacquardflower.uk

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  21. O único artigo de luxo que possuo é uma candy bag da Furla e digo-te sinceramente que foi das piores compras que fiz. Como disseste, foi mais pelo desejo que outra coisa qualquer. Pelo caminho ao inatingível.
    THE PINK ELEPHANT SHOE // INSTAGRAM //

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  22. Achei o teu ponto de vista bastante interessante e toca na questão das aparências. Eu também tenho essa ideia pré-concebida de que quem tem uma peça de luxo, tem poder de compra para o fazer e pertence a um certo status que muitos desejam alcançar.

    Achei a conclusão da tua reflexão super importante e uma com a qual também concordo.

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  23. PS: Eu adoro as tuas flat lays, girl! Ficam sempre incríveis.

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  24. Luxury is a powerful thing!

    Amy Ann
    Straight A Style

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  25. Oh wow very interesting post
    xx

    www.sakuranko.com

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  26. I believe luxury is when you realize that you do not need to buy anything to feel this feeling of "luxury". I made a post about this around a year ago or so. I believe it comes much more from the inside than from the outside.
    Thank you a lot for your last comment on my blog : )
    Sending much love!
    Xx
    Rosa Larissa Klara
    conscious lifestyle of mine

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  27. Que arquitetura maravilhosaaaaaa! <3
    Amei as fotos! *-*
    Bisous,
    Blog Pequeno Muffin | Lara Reis
    www.pequenomuffin.com.br

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  28. Concordo plenamente com o que escreveste :)
    http://retromaggie.blogspot.pt/

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  29. Beautiful post babe! I definitely agree that you need to earn something as luxurious as a Chanel bag. I purchased my first Chanel bag when I was 18 working 3 jobs. I saved all summer and by the end of it was able to buy it. I was so excited and still wear it knowing that I worked my A** off for it =P

    xoxo
    Rina Samantha
    http://www.andshedressed.com

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  30. I am not into fashion, so bags and designer clothes don't hold temptation for me. But I agree on the craving for luxury items like household items, maybe luxury makeup, or, my biggest luxury: travel. It is something that means a lot to us and that we can't afford easily, so it is always a reward for having worked hard or to have stuck to a budget. Oh, and it is purely something we want, not something we need, and that is always a great feeling.

    Linda, Libra, Loca: Beauty, Baby and Backpacking

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  31. Great post!!!
    Kisses
    Marta

    www.lagattarosablog.it

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  32. Obrigado :D

    Eu sou a pessoa das pechinchas e do vintage :P Não tenho nada que seja de "luxo" :D

    NEW GET THE LOOK POST | Cool Looks Are The New Black.
    InstagramFacebook Oficial PageMiguel Gouveia / Blog Pieces Of Me :D

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  33. beautiful post
    kiss
    admaiorasemper.website

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  34. Me encantaría tener algún día un bolso de Chanel.
    http://elsecretodemistercloset.com

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  35. Such an interesting post! I loved reading it :)

    she-loves-clothes.blogspot.com

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  36. Adorei, confesso que também adoro a marca e adoraria ter uma peça da marca :)
    Eu acho que como a marca é conhecida pelas peças de luxo, com qualidade elevado e preço também, quiseram(necessitam) de demonstrar o mesmo pelos objetos, todo o luxo e elegância que a marca é e o espaço também.

    Style Days Blog

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  37. The topic of luxury will always be a fascinating one, I've no doubt. Very interesting to read your thoughts on the subject - and beautiful accompanying images, by the way :)

    aglassofice.com
    x

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  38. Great post! I never really had that desire to show off anything expensive. If I like it, I buy it. And that can be anything from Forever 21 to Gucci haha. ;)

    -Emily www.coatandcoffee.com

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  39. What a good statement! I think it's so important to value designer clothes and accessories, no matter how much you have of them.
    xx, Carmen - http://www.carmitive.com

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  40. Excelente post!
    Eu também gosto de qualidade, mas acho que devem caber no bolso.
    Beijo!

    Dany
    Breshopping da Dany - www.brechodanylins.com.br

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  41. great post! love these photos ;)

    The White Ocean

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  42. Não sei porquê, mas nunca tive assim um desejo enorme por produtos de luxo, no geral. Por vezes, sinto vontade de experimentar uma ou outra coisa na área da maquilhagem, mas rapidamente me passa ahah
    Mas sim, sem dúvida que comprar coisas de marcas grandes nos associa quase automaticamente a um poder financeiro maior.
    Kiss, Mariana Dezolt
    Messy Hair, Don’t Care

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  43. Adorei!

    http://iameleine.blogspot.com/

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  44. This is a fascinating read, and I pretty much completely agree with you. I know that I'm attracted to luxury pieces for the beauty factor, but they're also supposed to be amazing quality and long-lasting. This is definitely something I'll be pondering over for the rest of the day.

    Amber - amberelb.com

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  45. This is so true. I adore luxury items, but it's also nice to not take things for granted - when we appreciate our possessions, it makes us a looottt happier haha.

    Amy;
    Little Moon Elephant

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  46. I love the posts you write like this! You're definitely right - I think at least a part of the desire for something luxury comes from simply not being able to purchase it automatically without thought.

    Kathryn • simplykk.com

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  47. Wonderful article and great photos! Thanks for sharing! =)


    - Cielo
    Mermaid in Heels

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  48. your pictures are really good.
    x,abril
    The Color Palette

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  49. Oh wow this looks amazing!


    http://www.thequinoxfashion.com/

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  50. Thanks for sharing this interesting post! I love how you often -almost sociologically- take a step back from things and reflect on them on your blog :)

    xx

    Claire from Dresscape
    www.dresscape.com

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  51. It's very interesting! Last year I heard a presentation about luxury hotels and they said that the definition of luxury is starting to shift amongst their guests. So I think it is definitely important to look at the background of the people when talking about luxury.
    Speaking from my point of view, however, I may like the product and its design, but as soon as it has a ridiculous (to me) price, I'm okay with not having it. For me personally, there is nothing behind these products, which would really give them the worth the price is suggesting they have.

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  52. This was really interesting to read. I like you approach that luxury items are a symbol of independence and professional growth. To me it's both a symbol of independence (if you buy it yourself) and also art that you can wear and bring everywhere with you.

    http://thestylebounty.com

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  53. Amazing photos! I feel like if you once try something expensive and luxury you want it more and more. I had that at my work - when I once got something expensive from cosmetics I wanted to get more and more stuff like that.

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  54. simply stunning, such a good post!


    Check out my latest outfit post for some inspo :)
    >> http://evaredson.blogspot.it/2017/02/pink-in-city-winter-2017-outfit.html

    xx
    Eva

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  55. Beautiful photos, love the marble!
    xo Annie
    New England Romance

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  56. I have to admit I've been craving luxury the older I've got!
    Beautiful photos in the post xx

    LAURA ­| Laura Thinks About

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  57. Percebo o teu ponto de vista! Mas admito que (felizmente) nunca me deixei fascinar muito por marcas de luxo, talvez por saber que estão fora do meu alcance haha. Mas também porque nos dias de hoje sinto que é possível ter realmente bons produtos sem precisar de gastar balúrdios. Mas lá está, se a minha situação financeira fosse outra talvez a opinião não fosse a mesma!
    Beijinhos, The Fancy Cats | BB CREAM Giveaway

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  58. It's not something one necessarily needs but is nice to have!

    ANOUK

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  59. What a great post!! It was very interesting to read! I would also love to earn enough so that I can afford a luxury item but meanwhile I try to focus on products that have a good desing and quality and obviously aligned with my budget.

    Andrea.

    Seize your Style

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  60. Great post and beautiful photo, Dear<3
    I'd be happy friendship blogs ♥
    Julia Shkvo

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  61. This is such a great post and really enjoyed reading it. I was reading Vogue from a very early age too hun! xx

    http://www.thatnewdress.com

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  62. Awesome pictures.

    XoX - Vettae
    www.sofrenchychic.com

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  63. very nice post ! I can totally go with your flow

    Princess &the King

    Check out my ♥Instagram ,Blog╚ovin and
    Google✚

    Stay Gold

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  64. Very interesting. Beautiful pictures
    www.alessandrastyle.com

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  65. Wow those are gorgeous photos! I don't crave luxury items because I can't afford them, but maybe if I could, I would. I do like having nicer brands, but for quality reasons. For extremely luxe things, I think I'm not in the right socioeconomic bracket to understand, haha!

    Francesca
    www.vintagelillies.com

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  66. This was such an interesting post! I am excited to buy myself luxury items in the future for the very reason you mentioned - because the article becomes the embodiment of a personal or professional goal that I reached and rewarded myself with.

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  67. These pictures are amazing!! These places are really huge. I enjoyed with your post! Have a nice day!
    Steal4Style.com

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  68. Fabulous article. There is a perception that luxury equates to class and money but it's not always the case. There's many fakes out there and many who stake their entire life savings on one piece. Of course not everyone sees such things because we immediatky associate it with such categories. Luxury does have an air of attainability thus making it highly covetable

    Sxx
    www.daringcoco.com

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  69. Quase não sou ligada a luxo não. Procuro mais pelo conforto!
    bjoka http://diadebrilho.com

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  70. Eu por acaso nunca tive grandes desejos por peças mais luxuosas. Prefiro luxo noutras coisas, especialmente momentos como jantares ou viagens :)
    beijinhos
    http://direitoporlinhastortas-id.blogspot.com/

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  71. Well said! Buying a luxury piece is buying a dream, a symbol of something. I hope I can buy one day the dress form Elie Saab and jacket from Chanel. Because I love those brands and what they represent. Chanel is exactly that symbol of independent women. Elie Saab makes me feel like I was in a fairy tale. These are the reasons for me t love them.

    Daniela
    http://www.smellofjasmine.com/

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  72. Dreamy is such a great way to describe this place. Beautiful pictures.

    http://www.fashionablyidu.com/

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  73. Love that post and the way you think. I totally agree, it feels so good when you're finally able to buy yourself something BIG with your own money. If you worked for it, it has more value.
    I'm currently dreaming of a Chloé bag...

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  74. Well, high end articles don't also translate into class and good education. Loving your point of view over this article. Have a lovely weekend! x

    Andreea
    http://couturezilla.com/

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  75. Great topic! I think people crave luxury because like you said it's something that we feel can't obtain easily, so it draws our attention and desire even more.

    www.fashionradi.com

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  76. such a beautiful post!
    xoxo
    style frontier

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  77. Exatamente. O que mais custa é o luxo, e não tanto a peça adquirida. Quem pode, pode!

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  78. Independence and professional growth? Yes to that!

    www.jeannieinabottleblog.com

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  79. Loved this post and totally agree with your reasoning for buying luxury goods!
    Julia x
    http://www.thevelvetrunway.com

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  80. I would said I crave a lot of things : a high end bag or shoes , etc but I'm also a huge believer in affordable fashion. Maybe later on when I can buy those things easily I will reward myself with a chloe bag or a pair of louboutines :)
    x,abril
    The Color Palette

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