How has the role of luxury changed in modern society according to Kapferer and Bastien?

Luxury has evolved significantly in modern society, and according to Kapferer and Bastien, it plays a crucial role in the creation and signaling of social status. This transformation emphasizes that luxury goods are not merely accessible through inherited wealth or social standing; rather, they serve as a means for individuals to demonstrate their personal success and societal position.

In contemporary contexts, luxury items represent aspirations, with consumers often seeking to align themselves with certain lifestyles and values associated with high-end products. This indicates that purchasing luxury goods goes beyond superficial desire; it represents a conscious choice to associate with a particular social narrative and a way to communicate one's identity.

The notion that luxury creates and signals social status acknowledges its dynamic role as a cultural marker in society. Affording luxury items can elevate a person's perceived status, allowing them to partake in social circles that appreciate and recognize these symbols of wealth and success. This perspective is particularly relevant today, where social media and global connectivity further enhance the visibility and desirability of luxury goods, reinforcing their status-signaling power.