Cultural Significance Of New Luxury And Old Luxury

Luxury is a special resource combined material and spiritual culture of human being. It emerged as a role either positively or negatively from the stage of history and morals. From its appearance in the form of concept since the Paleolithic to the birth of modern luxury in France in the17th century, and to the post modern luxury, ethical controversy of luxury has never stopped. Thre author of this paper tries to present that any appreciative or derogative intention will limit our understanding of luxury’s cultural significance. The history of human need and desire for luxury means the pursuit of beauty. Compared with the negative influence, luxury creates special achievements in human history and culture, and its positive effect to the modem society will be more important. Since the beginning of human civilization, jewelry makes up for three feelings of insecurity:vanity, superstition and the desire for material wealth. This is an innate human need. To some extent, this need is very close the human need for luxury. Therefore, taking jewelry as the archaeological evidence for the studies of luxury culture would more accurately reflect the cultural features and meanings of luxury in different times.Luxury is divided into old and new styles by the author from the rise of brand licensing model. The cultural features of old-fashioned luxury are reflected in the craftsmanship. First of all, old-fashioned luxury promoted the inheritance and innovation of craftsmanship, presented the most advanced handicrafts of the time. Second, old-fashioned luxury propelled the discovery of materials and special materials’processing techniques. The scarcity of luxury goods determined the special need of materials. This special need through historical accumulation shaped the culture of luxurious materials and provided rich basic content for material research of many disciplines. Third, the aesthetic need of dignitaries helped establish a high level of aesthetic standards. Craftsmen or artists integrated design, production and service into luxury, precisely expressed the demand intention. Old-fashioned luxury whether in design or in taste epitomized complete luxury aesthetics and created various standards of fashion in different times. Last but not least, luxury1has formed a complete culture of techniques, materials and aesthetics in the course of history. These resources laid the foundations for the European brand culture in the18th century and new luxury coated with brand culture.In the present, new luxury has experienced profound changes with the transformation of people’s ideas. A more democratic society reinvents luxury goods into cultural icons, which probably mean status, emotion or wealth. New luxury opens a new era during which more people will define the concept of luxury. Technological advance, the discovery and use of new materials, democracy and culture of old-fashioned luxury constitute culture of new luxury.Luxuiy shows the human pursuit of unique cultural achievement. It is a special achievement that could stand the test of time and space. It is the collective wisdom of generations through inheritance and innovation. Luxury challenging the extremes of knowledge and techniques, turns history into future, and converts excellence into eternity.