Lifestyle Pick (Silent Versus Loud Luxury)
By PRAMITA BOSE
As a young yuppie
software whiz, Sumit thinks it to be cool enough to buy an electronic guitar
without even knowing how to strum a string or two. That’s how he has always
been a show-off to his buddies ever since he grew up as a pampered brat.
Oblivious of the
pragmatic world, collegian Simran loosens her pursestrings to overspend her
paltry savings from her pocket money on a haute, fancy outfit.
Being a high-profile
business tycoon’s wife and an affluent socialite, Mrs. Namita Kapoor too hardly
felt the pinch while acquiring a sparkling diamond necklace to draw stares and
glares from her peers. Seems her self-indulgent pleasures know no bounds.
If You’ve Got It, Flaunt It!
From the above cases
we gather that this is how the new money of the nouveau riche smells and speaks
ostensibly to boast branded goods and status symbols. The elaborate spread of
opulence and wealth screams for attention, making an immediate statement and
projecting a sense of attitude that only spells out arrogance and pride.
Trove of Good Tastes
Bang opposite is the
old world charm of silent luxury, representing refined artistic tastes, class
and understated aristocracy. Quiet luxury indeed comes with a heritage tag and
richness of culture that is hard to miss and ignore.
As a royal heiress, Ruhani never forgets her strong roots deeply entrenched with purity of values and sophistication. She buys a beautiful oil painting of a noble artist from an auction house and a piece of antique furniture from a curio shop to decorate her recent accommodation taken on rent after landing a job and relocating to a different city. The lodging looks warm, cosy, relaxed and minimally invested but never shabby as it exudes a whiff of nostalgia through an array of supreme-quality treasures.
She also carries along some gold-plated jewellery and trinkets laden with precious stones inherited from her grandmother’s heirloom and a century-old divan from her patrimonial property in the district town before moving into her new urban address.
On the flip side, newly-wed couple — Arun and Avantika — is back from a deluxe honeymoon after splurging over a designer pre-nuptial shoot and a gala destination wedding. The duo is planning another big-ticket vacation at picture-perfect locations sometime later this year. Well, so much for posting Instagrammable pictures, to-be-viral videos, sensational reels and becoming a hot and happening couple instantly! If you thought this is burning a hole in their pockets, then just weigh your thoughts, because the couple is not complaining at all! Flaunting their loud and noisy luxury, they remain ensconced in their make-believe cocoon of lavish living.
The above two instances are diametrically opposite to each other, sparking a debate between decadent and silent luxury.
Sartorial Luxury
Fashion designer Neha Tyagi, co-founder
of Laado By Neha fashion label, admits that she bumps into fashionistas among
her clients who only buy high-end clothes to flaunt the market’s leading, high-fashion
brands in their wardrobe collection and be that sought-after chick in town. “Of
course, I get clotheshorses with an eye for luxury apparel. We cater a fusion
of luxury, style and uniqueness that lies at the core of our brand ethos, luring
in many of our customers to confidently parade their possessions to up their
fashion game,” shares the draper.
Art Tailored in Fashion
But then there is another set of clients
who purchase garments for their sheer love of art and aesthetics and to keep them
abreast of the styling trends and innovation in fashion circles. Add to this,
the aspiration to preserve the dying indigenous handicrafts like Madhubani, Bandhni, Batik, Gota Patti,
Ajrakh, Zardosi, Chikankari, Phulkari, Kantha, mirror, brocade, embroidery, zari and sequinwork, and a tapestry of
so many varied skilled artworks. “We love to cherish the timeless appeal of class
and elegance, emphasising exclusivity and sophistication.
We are blessed with an astute clientele base that pursues art
in fashion and tradition in modernity out of genuine appreciation for art and
beauty, and the ethical responsibility towards the conservation of native
handicrafts,” she declares, claiming that her brand celebrates creativity,
craftsmanship and the age-old purity rather than hollow fashion.
Tyagi underscores the fact that their designs “honour the rich history of dying, endangered arts, the local craftsmen, their customs and folklore, and the simplicity of the cottage industry”. “We take great pleasure in boosting the talent of regional artisans at the grassroots. Our sartorial lines are wearable works of art with meaningful expressions that showcase the diversity and ingenuity of our cultures.”
Aloof Arthouses
Interestingly, the
cultural cauldron comprising artists, photographers, writers, musicians, chefs
and performers looks for personal workspace and studios to enable the occupants
to ideate, experiment, rehearse and better the quality of their creative
production. Also christened as ‘stealth
wealth’ or ‘old money aesthetic’, the silent luxury trend indicates
shifting gears towards a more intimate and personalised experience.
“True, we serve a wide
range of clients at our organisation that goes beyond the conventional gamut of
the real-estate market. A diverse gallery of individuals, including artists,
authors, singers, entertainers and the top brass of the corporate world (CEOs
and managing directors) make up our customers who hunt for specialised studios
and workplaces to foster their creativity. These people are frequently watching
for personal caves, woodsheds and secluded settings that stimulate their brainstorming
sessions, experimental bouts, jamming time and eventually improving their
creative calibre rather than just bragging about their plush properties,” notes
Rohit Maingi, founder and partner at DnR Realty Consultants.
Recognising the
requirements of artists and their creative caves, Maingi further informs: “Our company builds a portfolio of places and premises
that supports artistic engagements and soirees. It is committed to serve the
creative communities by meeting their unique needs of a home whether it is a serene
writing retreat for an author, a soundproof practice room for a musician or a
private studio with lots of natural light for the painters to lend fruition to
their creative ambitions. We try and explore different demographics and tap a
plethora of customer segments with our variegated offers that form an ideal
backdrop for the habitants from all walks of life.”
Hot
Properties
In the real-estate landscape,
people also search for lucrative investment opportunities to transact
properties and stack up wealth. With the
emergence of concepts like mixed-use buildings in the posh urban quarters and
luxury villas, penthouses or condominiums in the sprawling outskirts or on the
beachside, the real-estate sector is visibly getting a niche yet prominent
segment of clients who are rich industrialists, politicians and star
personalities.
Investment in Luxury
There’s a conspicuous
display of self-aggrandizement in
pumping capital resources into grand properties located at gorgeous locales.
One wonders if the well-heeled upper crust of the society has the
tendency to always purchase luxe properties to demonstrate their moneyed status
and stash wealthy assets.
“Well, it’s nothing new
to park one’s money in luxurious real estate, which is definitely a popular
investment avenue among the society's well-to-do class, not just as a show of
affluence but also as a calculated way to protect and increase one’s material assets.
Many well-off investors purchase upmarket real estate owing to their desire for
premium amenities and desirable sites, and the possibility of long-term
financial gains. Not only a customer with prudent business acumen appreciates
the inherent features, interior décor and the attractive architecture of
renowned buildings but he also gets enticed to exhibit his pile of fortunes,”
argues the real-estate expert with reasons.
Cosmetic Beauty
There is an immense
rush to look good, young, wrinkle-free and fresh with anti-aging treatments,
skin-tightening remedies, Botox injections, cosmetic surgeries, etc. to be a
saleable designer product in the market like bankable filmstars. Often this is
prompted by undue peer pressure, which compels a person to be part of an
unannounced competition or a race to stay ahead of the curve.
Beauticians report getting
clients who vaunt going to the beauty parlour only to pamper themselves with
exorbitant beauty therapies and ritzy product lines instead of looking
naturally good, leading a healthy lifestyle, embracing internal cleansing and
applying organic ingredients like homemade packs and kitchen hacks.
“Actually, the beauty
industry is under constant stress to chase unachievable standards of beauty
and make-up regime to look flawless, spotless, hot and glamorous. To this end, the
wannabe stylistas resort to age-defying procedures, taking even drastic
measures like going under that painful surgical knife. In doing so, people
forget to pick a different path, honour self-care and adopt an earthy skincare
regimen. They seem hell-bent on spending a million bucks on a box of cosmetics or
greasepaint kits with harmful chemical and toxic content,” complains Pooja
Bindal, founder of reputed beauty brand Klemor Paris.
Holistic
Healing
On the contrary, people who value high-quality skincare products above overpriced, glamorous and
frequently invasive methods, can certainly opt for a meticulously created
product menu that responsibly unveils natural deliciousness, recommends a
beauty expert. “There is no replacement for adopting a healthy lifestyle,
following an organic diet like handmade culinary delights and imbibing holistic
well-being through meditation and yoga. This experience is blissful and keeps
your conscience guilt-free,” perceives Bindal.
“We all should proudly
associate ourselves with the movement that empowers people to be comfortable in
their own God-gifted skin, detached from the unwarranted expectations and fads
to expose themselves to copious skincare routines that cost them a bomb along
with side effects,” she clarifies ahead.
Luxury Within Reach
Affordable or accessible luxury is
gaining momentum as an important consumer segment nowadays wherein the gap
between customer aspirations and premium brands is narrowed comfortably with
reasonable price points. “There is an emerging niche bridge-to-luxury market wherein customers can feel a
slightly less pocket pinch in terms of acquiring luxurious commodities and
services. Earlier, a salaried person belonging to a low- or mid-income group
would remain satisfied with window shopping from a distance. But now he/she can
show the capacity to own his dream goods by his pocket power, which fits into
tempting offers, doled-out discounts or minimised rates,” deduces a psychologist.
“I think everyone
should be able to enjoy dressing up in exquisitely made garbs without
compromising on style and quality, and caring much about the unavoidable
fund crunch. This is only possible if the amount charged comes in at a throwaway
range,” shares an office-going fashion freak.
Lazing in Luxury
Luxurious room décor has become quite integral to hotels, office
lounges, cultural centres, corporate buildings or even residential apartments
of late. But residential interior designing must
also go in sync with a family unit's specialities, their overall household
ambience or a person’s character and nature while doing up his/her room like a
girlie space, a kids’ corner, senior citizens’ room, a couple’s bedroom, mom
and dad’s room, a bachelor pad, etc. Do today’s clients at all seem to be bothered
about this aspect or are they more into displaying their abundance and social
position in decking up their rooms?
“I totally agree that home interiors should
match the unique tastes and needs of each family member. Whether it's creating
a fun haven, a playful corner, a cosy space for grandparents, a romantic
bedroom or a stylish spinster pad, the focus should be on personalisation,
which is the key,” highlights Ruchita Bansal, co-founder and creative director
at Izzhaar, a luxury gifting, wedding invitation and home décor brand. In hindsight,
she adds: “While I can’t deny that many customers like to wear their wealthy
status on their sleeve, I honestly prefer giving more weightage to the home
reflecting individual personalities of its residents.”
Token of Love Sans Luxury
Incidentally,
while buying gifts too, many people show a greater proclivity towards purchasing over-the-top
items like extravagant jewellery, slick electronic gadgets or expensive
artifacts and gift vouchers with steep amounts to shower their accumulated wealth
and swagger like a snob. Although the pandemic era taught us to refrain from
hoarding and panic buying, and take the e-commerce route to shop mostly
cashless, we seldom stick to these protocols. While it's nothing like tangible
shopping at the bricks-and-mortar stores, controlled rack raiding is the prescribed
consumer behavior by sociologists.
However, there
are other types of customers who still believe in investing in minimalism and
class, and attaching greater significance to a person’s worth whom they are
gifting, and also valuing small simple things in life that symbolise love and
affection rather than higher price tags.
“Well, people's gifting
tendencies vary, reflecting diverse values. While some may opt for excessiveness,
others might applaud the timeless grace of frugality and class. I've observed a
significant segment of customers who adhere to economy over exaggerated
displays, embracing modesty and austerity. I completely subscribe to the latent
magic of thoughtful presents, understanding the sentiment behind a sweet
gesture and finding more relevance in the emotional connect rather than in
pricey gifts," maintains Bansal.
Art for Art’s Sake
In the domain of art as well, the loud versus silent luxury phenomenon comes to the fore. An art exhibition is a case in point. When an exposition is put on sale or an artwork goes under the hammer, either true connoisseurs of art who comprehend the value of art and artists troop in as prospective buyers at the auction houses and galleries or else, random people who just want to own expensive wonderful creations to brandish their wealthy status trickle in to negotiate with the curators.
“Art acquisitions during exhibitions and bidding sessions attract teeming buyers of a diverse crop, each driven by a distinct motivation. Real aficionados, deeply immersed in the art world, praise the nuanced skills, subtle value, historical context and the artistic account behind each piece. They view art as a cultural expression and actively contribute to the preservation of artistic heritage,” states art curator Shivangi Jha.
Commercial
Value of Art Mart
Art curator Shivangi Jha reminds
that “there exists another category of purchasers, who
is solely smitten by the desire to flash wealth and status through prestigious collectors’
items. Thus, this multifaceted engagement with art creates a dynamic art market
where the interplay between bonafide and constructive criticisms, financial
foresight, and the symbolic power of art specimens surfaces at a convergence
pool crowded by various interested parties.”
It's important to note that the Indian art scene is dynamic, with new-age artists constantly reshaping the likes and dislikes of art enthusiasts. While traditional masterpieces remain sought after, there's a growing eagerness for contemporary and experimental works, showcasing the diverse and evolving nature of the Indian art bazaar.
Art of All Times
An artist’s splendid oeuvre is always in demand, right from the eternal classic era to the nucleus of modern art. The demand for artists' works in the Indian art scene varies across different periods. From the classic age, painters like Raja Ravi Varma continue to enjoy a substantial craze. “Known for his fusion of Indian traditions with the European academic art, his iconic works cast an everlasting spell,” claims Jha.
Moving into the modern
era, artists like Amrita Sher-Gil, often considered one of the eminent torchbearers
of modern Indian art, retain an enduring popularity. “Her clear-cut style and
exploration of social themes reverberate with contemporary sensibilities,” she
depicts her credo.
In the realm of
contemporary art, names like Subodh Gupta, Bharti Kher and Jitish Kallat gain immense
prominence. “Their avant-garde approaches and engagement with the current-day global
art trends and patrons heighten their acceptability,” insists Jha.
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