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Questioning the ethics of luxury goods is popular because it seems politically correct – but this view only tells half of the story, brand expert Karin Klossek writes.

By Karin Klossek, co-founder of Glorious Me

The etymological definition of the Latin «luxus» is luxury or excess and views products from this industry as a deviation from the norm. The current zeitgeist is to second-guess the ethics and morality of luxury goods – because it appears to be the politically correct thing to do.

The current motto is that not ownership makes a consumer happy, but experiences: even if buyers seem to be shunning luxury goods, market statistics tell another story. Revenue in Germany's luxury segment alone climbed continually from 2012 until last year, and a further rise is expected.

To be clear: I'm arguing for more and not less luxury – but I feel the need to redefine the word back to its original meaning. 

Craftsmanship as the Luxury Good

Luxury as effort or outlay, a stand-out from the norm, or even a deviation, can be viewed as an inducement not to settle for average. The wine producer who works in steeply sloped vineyards with little or no machinery deserves enormous respect – he could give up the sloped land in favor of a less demanding topography.

Or the saddlers who painstakingly work with leather, seamstresses who embroider or appliqué luxuriant evening gowns by hand. Traditional trades and crafts are dying out, so luxury brands like Hermès, Loewe, and Chanel, are building vocational training institutes to keep them alive.

Securing the existence of these craftsmen and -women through luxury conglomerates is part of their cultural engagement. After all, who wants to live in a world where all products are intended for a short life-span, only to be trashed because they can't be repaired or mended?

Reduce to Nothing

A customized suit made in Palermo may be far more expensive than off the rack. But the joy of a tailored piece of clothing begins with the choice of material, lining, buttons – and the piece frequently provides the buyer with joy for decades, especially if fashion-conscious grandchildren update vintage pieces to look cool.

Luxury isn't luxurious if only defined by price tag or dubious testimonials from anyone simply prescribing a «bling»-lifestyle. A good relationship with luxury is, as Spanish designer Cristóbal Balenciaga said: «Elegance is elimination».