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WHAT IS FASHION? WHAT IS LUXURY? 

We turned to the inimitable Coco Chanel for answers.

Coco Chanel said, "Fashion is not something that exists in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening." Our aesthetic sensibility is beautifully summarized by Coco with "Fashion has two purposes: comfort and love. Beauty comes when fashion succeeds." But the one we find true and truly amusing is, "Fashion is made to become unfashionable." We truly believe each of us must find out own fashion and then we will never go out of fashion!

Of luxury, Coco Chanel says has these two wisdoms to share, which resonate deeply with us - "Luxury must be comfortable, otherwise it is not luxury." and "Some people think luxury is the opposite of poverty. It is not. It is the opposite of vulgarity." It is this belief that informs our understanding of luxury. We call it meaningful luxury.

And perhaps our favourite Coco quote, especially relevant as we become conscious consumers, "The best things in life are free. The second-best are very expensive."