PAST IS PROLOGUE

have got myself into a bit of a corner. Over the years I have written several stories that have bemoaned the overuse of histrionic language in the luxury industry. People have taken liberties when using terms such as bespoke, artisanal, luxury, tailored, and of course the grandmaster of hyperbole, iconic. I think, because the industry is rather niche, each brand knows it has to create something that stands out among a crowd with a limited audience. They all strive to create something ‘iconic’ that pierces the objective materialism of what people are buying and plays