PROJECT STATEMENT

How do we define luxury? How have we, as a society decided that one item is worth more than the next despite near identical manufacturing? In a culture shaped and driven by imagery, these distinctions are increasingly difficult to untangle. This project investigates the ways in which marketing, visual language, and storytelling shape and visually manufacture our discernment of worth.

By examining ‘luxury’ as a subjective and culturally dependent concept, ‘Define Luxury’ questions whether thrifted objects can be recontextualised as high-end goods through these same strategies to challenge our perception of value and spark contemplation on the power of imagery.