Not so quiet luxury

TO BE DISCUSSED
[atlasvoice]

Dear reader,

It's well known that taste is a matter of debate, and we personally are fans of concepts such as "stealth wealth" and "silent luxury": if worn with enough self-confidence, a cashmere sweater from Fiesoli can easily pass for Loro Piana, and we'll be considered the global elite! However, silent luxury is too boring for many of the really (really!) rich people, and anyone who believes that conspicuous consumption is over forever is so wrong.

A current example is, of course, the wedding of Jeff Bezos and his Lauren in romantic Venice, where the arrival and accommodation of the guests alone requires half the city to be shut down. Although Venice brings in a lot of money, it is of course a welcome cause for protests: some complain about over-tourism, as if it didn't already exist, others about the environmental pollution caused by global traffic (and travel to Venice especially for this). Others take the opportunity to demand taxes from Mr. Bezos - along the lines of kill, oops, tax the rich.

We think: If you're going to protest, then you'd better protest against Amazon and their continued efforts to undermine free and fair competition. Jeff and Lauren are welcome to celebrate as they wish. Weddings are always a matter of taste. We're just a bit annoyed that we weren't invited.

Do you?

And here is the article: https://www.handelsblatt.com/unternehmen/jeff-bezos-15-millionen-hochzeit-versetzt-venedig-in-aufruhr/100136997.html

27. June 2025
A post by:

Alexander Rauch is Managing Partner of Spirit for Brands, a Cologne-based consultancy specializing in brand positioning, brand strategy and brand management.

This article was originally written in German and translated with the assistance of artificial intelligence (AI).

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