Luxury Fashion, Aura and Augmented Reality



2019
Coursework
Advisor: Arden Stern


Abstract

Luxury resides in every aspect of life, ranging from artisan food and drinks, fashion to private jet and health care. All luxury shares common characteristics especially relativity, duality, private ownership and exclusivity. These four features also appear in luxury fashion. Among many of its own special characteristics, aura is one I will examine in this paper.  Due to its close relationship with both art and commercialization, luxury fashion’s aura should be examined under considerations from both art and business point of views. However, these two do not necessarily contradict with each other and indeed prove that aura reside in luxury fashion.

Aura exists in three dimensions in luxury fashion: 1) the shopping experience, 2) the luxury fashion pieces themselves and 3) the object-owner relationship. By examining aura in current luxury fashion and surge and popularization of AR in near future, the last section of the paper will explore AR possibilities for luxury fashion and thus transformation of aura in these cases.