=e Uniqueness NeW LUXURY ‘he word ary has nowr earn more okra than now tee fee Ses our conssances vai the thotor and players of lod ove end ean Wut doubt while ations and cultures eryage new contts ‘ond wile the need fr solar wth another possible ors OYE, We Sat ny wow with gad a concept tat condones te possession en Omer hp of tanga, Lowry fs based! on pail expepriatons snd makes ever ‘rote xpi the obo! dalenatons of production processes today. which ‘eau in ne forms of npaershment and ensinament. These sroducon Ipocoases, en the one hand. and the seal standart of chests ane oulseascash, whore Teemnelageal Hopowsr is exersisee, on the oes ron thet an solvent” conces ho ry Is now essoaieted more with the lea ofa rptre inthe mast of ie an wih te oa of ostetatous ‘rpanatie denoling socal statue Bioporar.n Michel Foucault's definion, frendoe at the stteyies and tecniquae of he management and rue tio of pos over fe and death that wee dvised inte second Naf ofthe “canteenthgortury ane tht va replace sovereigns poner aver He ‘kath lopower is atelated In sciplnes that control ens ieisite tho iniidua’s every gostores, tte, and behavior, aS wel #3 9 ores tf soil corte! eve bouglest eapaets, sansa, procreation ass, and eakents,n enor eer the whole Ivg hurmen Body (cee Fouad [19971 12003: 239), The eal om of boponerdacaived by Fusnut togster itn the new Gobel contgurations af domination and te ne technol Treg vepretcvetacnnoiges), ae toy canted anc empowered ty ho soil onto nee Poor of te Leura Gass Thorsten Vobien ves us he ciesio tintin of “consplevous oonsumeten” a8 symbolcalyhoneric etovor ‘denoting wea ‘oun teenie ewinion of consictows epcnire, Wheter a pads of ners or arian, i news mpeon Yat nee a:‘ana te Consariers good fame K must be an exsendtire of gunoMulies. In ‘dort te repuatio Wms watt (2096) 2007 29 bien aio ones the expression “conspicuous waste” whl cares on mk Bl sense of bam (3). Wit the notion of “llr ss Veion bese ‘otra tho unpermidae sass of his cy nutich heals Montes tee ‘2slos, endless coed in ware periods, While dps and song, {48 consurpton remain an igrominious brand fr those who explot ssper ‘te conimadies a8 mark of prestige and por the notion ayn te ‘wereyfest contury hos o do instead with suber catego and wit ome ton that re constcus of he py sig in wich lnuy fe pled nun? leer ined to bo vapped a thot oto ney et nay goods ‘te quite scented tem abon nthe name of oso, rgaity moro etre enemies of luxury hwo concerned its ekeoss86 tvauphou hstcry and ators sui bone sis, thereby ateckig the ossenco of liay Heol, wih erace fon ea ofan expenture tht cannot be contaned eitorin equal foe of eg change ora the respons to necessity. Howtver great tring pots hn story hve nays been sccompanid by a prcepion of tha portance or indeed neceeiy) of kau. In the mosem ago, ekaontncotary Beco wnessedapiosohical dete in France on the meaningo! kau woh Inteectuis such 93 Deis Diderot, Charles's do Mortestulen ov ce {ne Boma de Conic took part. Thre was oven an at ov xy ne neysibnt,atviotes to Jean angola de Ssint-Lanber. At tho rook of the Dhfosopio! debate cn the veasons fore soil racessty ot knury ere {8 Calo Borge sugges, the motaptarin the “Fable othe Secor se ound atthe besinning of he eighteenth century bythe Dich pryicon 0 pilosopher Sema de Nandeile an later Panelate ne Fete ing {able tats ofa rch and prosper ete in wich ine bees Ie reaso an luk. The insects do eventing hat men do: they onerae te same poten, ors, ave to same insttsions thet equates an theatre see otal byte sane passon: goed, st and ke” (Borpwre 74s wn, ‘At @ certain sort some ofthe Inscets appeal to Jove dnd ask hth to ene ‘he state a eas and tose up ules adn to supa ane; one set, however thse ans ceate a stuatin of complete aeeiation nthe hoch The perce mera of th abe stat aryl eestor te good of ‘natn ts nt waste, hedonls, oF wantontess, but k prteunah aoa {he very nature ofhumianind Tre oan and peculay of is debate may be explained ty the Yct ‘at etaps forthe rst tie in West istry. moray as no epee sos (oad mechani ofcoptastaceandatenandvtich eto nase" tovclexpedionts and be unis arvo2ving between the pone of agree Son andthe plane at cortent at ees at ret ance The oto atthe op of ‘the page dite a blow ear—t ach oaks tks toy modal nthe oor ofthe page the sore cars more cantontusizedon an ye county ‘oad Tho nano oft med the Soyo ial seems a clumsy misspel Ing. The mapiacing of one letter inetd rakas ita oper nun sh UP ‘oteres, condenses 8 whele vor” evokos dreams that convey ano tune. A cera ommon means of anspor: stu trssfarmed by ans eto the eusvo Ia of Liu, which trougrout ts story hes anlensned Convers and re lndgnaten, pote! corectraes and reeled gba! ‘hick and gen tee to nia dafinton, tone kok mor lose tthe ase‘tadrisemont, tthe belt of te page tere ae two smalerImages. simost lee phetograms to be read in near fashion. The frst depets ‘he white ntaior of the coupé mse The second shows the Sacer with an ‘open trunk; rot to tis apie of wie eater suteases, bees, and beauty cases ready o be cada tothe car What the cstntion? Wat is the wand of te luggage? it is" rengrizabe, nor oan te band name be read, "ough one can iagine several pessbities. Moa neesting, howe Is the journey i sess, w tip m a Maser, whether the coup or Sper, lossy mages of wave corse to mind, Seance wrapped around the head ef 15 poster Grace He the eoam evued bythe scenery fr fashion ‘oot, tha manta! pete that rors desi, eis not by chonce that his winding oad hough the ng ard in yo nary ogan with we adkorvgerents he oe etic and ong ‘yon names. Luxury both myth ana asours, sen are se and ‘communicable and ean be manipuate trough visual Iiges and wore mn ‘communiative space those eign end thorns to epic a ever Unto, and eae that nary congue 009 and othe are tine, sito Inthe period rough om the en of he Realssance ta he French Rew luton, a tine when the bases fer the production of krowledg and pone in captalit socily wore ll n Wester history, unary waa practi aimed st soca contol even when was denied, or Bented bylaw Liauy as ay for he aistotey to access ctr sgn of author ns of Gece lnitations on lux (and indeed often acaus of tem). We may eo tis context te raguating faction of baroque testis with tho use of phere decoration, he eno value abutes to te slits monarchs foment, or the furctin of extravagant garments and bred oxy at Vorsalles curing the righ ef Lau's Xn tho lator he nobty both dened and folwed the reso eles of fashions and thorey ated ‘ho aly and synboteay“prooseve”funeton trough this economical ane ‘uct acy (wth Bot nds state caters ncuring enormous ‘bts nthe move Piste of kau the imag tat Gaines the caneica ‘space of potevoutionayy European ariotstie splendor is tho eal eo (ne oe vital tox nstutoraty aid to tha strecie wa ho or trl" whet bot duplicated andeonsrcte oniousness asa inert of power and as a cansetation ofthe hy. Toray the possibites for the representation and areiton of nary in Ascouss—as or ter key concops in our age are enormously an gen Ing widespreod, tough perhaps they ate 1e88 solemn than atthe tne of Louls XV ad not aecty inked to the exlcravon of poner Over a coniry ago the quanty snd quay ef signs sre expos} asa osu of tars ‘oa trite vanlion Spgs enh ows to enh fo Dy Wotan ent sop mesianes rou to mess me, Ms ‘ay un of Sse posts sho nrtseret ad ah suheh-tosuestnetonng a connie dees, conan ago! th one oft eres and sar wo or ran Wao Mensano toon) eenore eee oud aes agra, taeen noe he ere aon te communi 8 ace anger ca corses al Wek ono. Aen deco. (PSpale eto of wos nd age, nde Hoo to extn an ee Tt Sess eae en gaoatg few eatergss on new ss tani te Tis eet rea ot arts ase owe “ioe tsscompae deena rote mate, te SITES Sua ston, tesa tinea be ae al of fon he expan gow ote ie of he ene fs oH HOP turbot wich ges bond iors a sary feat us pal he eens BRANDS. tie empanadas hc i i cistern mob 1580 intron crm om ee write wench fea verses a oi eedtaace veto acl oma pons wet "weno oon on i on cnc’ pos, Pars Bovis (17908) aM re rons oases an a A eee mmvein tales bl eae oak weno coon les po wean er eos vo» crv sue boa WH ‘a ocn ween rat est wnsan abe cuvenss stan nh oe of Ha selena mayan emoie crate wr en trata eon oto, on a anal aon ect wand vamn ho wot rn 6s MoM a a ett en potof ett br 0 et ese won evo veo gamer Wa recs wasn ori aac nh ‘enon os ow nl sonaae,Naming @n object, end consequently naming the body through the object, he has been “estene by @ brand or abe—es in the pve “arin ‘Arman’'—hes neon that Doth beces and objects have estabished that ‘rath value and excusvoness in words erate in that vecatne wore, re. ent with tho pover to delegate: he groper oun in sma Ingle po. ess, te proper noun—tich makes objets recognizable even before he no» thet uretion an so becomes ter ember has sorties bocome '8 commen noun, 8 nthe ease of the Wala, niin oy to te ‘wane ame Sony but then Yantownes into the am fra brands ofp ‘bio dae players, Neries arate things gle He iar iorgonie matter fend Nene funcion as oe ofthe pane veils af feish perversen wher inthe expression of he nfat’s reo¢ passage when abe rhe names 8 fo verte sf tayo nth adult consumers obsession wh a parce rene \iren a gxmont ora common utity eject a christaned, this perversions eed In rect corte withthe tastortations the oy undergoes every time wo touen or manipulate hrs very tie wo ear tiga, every time we love arte then ctr words, eet te we tee them a nique The name 23 brand, hoxewes has Become eer more exdicity © Sef! enkgeness: tis eamran reas how, everything has ean branded — utenes ty tha lg ory te excessive raring tht surounds us ody — ‘here alse ben cope of th posal of being wae The mere of the @ shaved on ti ferale pubes i tat urgusnoss and lary can east {85 he exceptional vihin softy ends an inteuion win net roo. uci Urban lagand recounts how some maces shied ther puble Pat In he shape of the mn inlisis ater seeing the Guo! ad. OF peeps they a st, 23.2 ign of feminine dstinion, and Geel was insted by them, This aspect shouldbe if tothe saoeta of the Reauty $9, temo he eero¥on ofthe bedroom. Ik sa sate tat woes haan maton, which ‘is verges onthe tech, “oy thee ae two ways to bosoms exeptonlvtin te salty ef the namo, the bran, end glebaized production. The fst Is by dtnoning the Bower of voriton thatthe proper noun, os @ ued, wields cre oats and ngs, This ishanpening in practles of one nd derisory ran lation ofthe fogo~falsication, sking, ana ext jaming—rked to tho reinentons of soci anc Sybolc sagan by the atehetzaton "ovement, the second ha to do moe ately wth tary ends ope tatons: Less innocent ad eerany not rian t ovetheless doos not cnt wth te former wih which shares (abet tam tho othe ede) an ‘tmaroness of he nes to be dooply embed nthe sracesses of sci yeeros 16 8s predictable, even at tha heart of economic laws, The ob- ost us res borate ely ot ca oto narod coy ot petsmars Unique ‘he fons of Senebity aru whieh the soncept of xu roto today find in uniqueness noone value and a hy concept. The ba of ulaue- oss cinco objets, boca, and snvronments. One ears. ef the mass ‘ea repeseniston and commonicten of u's the Vogue ta supple ‘rent Ungue, ddioated to uy Feeling" vlgueness seems abe a mode feces to Tony or at last @ mcans of dering te ts cores. Yet tena in he Gael ac tba a of uniqueness i inked tthe wold ff lon whi st eam of bods serialty par excellence nthe i systom of fashion, Monty has to do sted wih repeton andthe cose rig ofthe to, especialy te female tex, wisn o tesfod Walter Banari? Lary prsets teu time, even shalreing coat, Fashion, in contrast the “sister of death, as Gicor Leopard wits in the frous dalogue from fis Opeet ora (48271 1976). Fastion isto dora tho ivore ofa lite we encounter whon we apo that ere bee of wine x crn No ust, no exchange, no narrate is posite, Rory is encugh 1c whla athe Sametime treveais he perveres game f abundance, In eome parts fh wort, ormlions of people water isa are corned y Even more acelly, f eal i rare fe Esta hau, Con there be a Joc i is card ware lay wth an apen Nan? Can Beta’ ins (now porees ta wham iva Belongethe mlsarade,serrul humm ben onthe ound And 2 arent way a keing eirn nthe word nay 1087] 2088: 76-7)?