THE NATURE OF LUXURY

Exclusivity has always defined luxury – and in turn, luxury brands have come to dictate what consumers should possess in order to unlock or maintain a certain status. But now a trend has emerged in which consumers desires have little to do with labels, or even with premium prices, simultaneously the world’s gaze has fallen on the African continent, where makers are not simply creating products for the sake of conspicuous consumption; they are developing collectable, bespoke items and brands around experiences. The art of telling the story of a traditional craft or expressing the beauty of a culture through the details of a finished object, is capturing