UK – Department store Selfridges has released a new campaign exploring different definitions of luxury. Part of Selfridges’ Radical Luxury series, the four-minute film, entitled The Greatest Luxury, which adopts an over-the-top kitsch aesthetic, features three creatives offering their idea of indulgence beyond the acquisition of material wealth.
Directed by Kathryn Ferguson, the film is a platform for musician and activist, Mykki Blanco, choreographer Holly Blakey and fashion designer Gareth Pugh, to explore luxury as an individual state-of-mind. ’I think having a body that moves is a luxury,’ says Blakey ‘It’s a lot about aligning mind and body in order to find a place of freedom.’
In line with Transcendent Wealth, the film demonstrates the evolving mindset of luxury consumers who are searching for personal development over physical signifiers of wealth.