Luxury Is In Active Metamorphosis
Due to my recent experiences within the corporate world, I have developed an insatiable appetite for understanding the process of trends, new technology, fads vs trends, marketing that works via algorithms, corporate personalities and positioning, motivations behind start-ups and the reasons behind their high failure rate. And finally—marketing that is so good that it not only causes a tidal wave of change but make millions of people do dumb sh*t in a world trying endlessly to look cool. Case and point— “Hit the Sea Lion”. If you don’t know what I am talking about, Google it.
Because my personality, way of life, and personal/business brand are all about authenticity I am attracted to what is happening within the world of Wellness, Culture, Travel, and Fashion. These areas have historically been led by Luxury brands offering possessions and experiences that only the elite few can dream of attaining and experiencing. This is where the metamorphosis is occurring, and it is thrilling to watch. Get your popcorn everyone!
I have been trying to impart that due to the rise and peaking of AI generated material, and many other trends within the luxury market peaking as the late adopters are getting their fill, we are about to experience a shift.
In communities that are comparable to Bend, the experiences and levels of luxury offerings continue to grow to a level that cannot maintain their intrigue long term, to keep up with the larger resort communities.
In the ‘smaller western resort towns’, you can now find:
Luxury vehicles racing on ice racetracks like a Formula 1 style event
Snowboard runs complete with jumps for tricks, not on the mountain, but in town—the boarders being pulled by a rope behind galloping horses through the course with gorgeous riders--decked out in the latest western fashion. Full on circus like performance, sky divers included.
Private jets full of ‘Real Housewives’ wearing enormous fur coats, beautiful boots, cowboy hats, dripping in gorgeous jewelry to watch these fantastical events! (no shade to the Real Housewives-I am devoted fan!) A full-on costume party competition of luxury western wear.
Resorts are adding more luxury hotels so as many people as possible can be on the mountain at once. Park City has announced a huge build in the next two years which is heart breaking as a former resident and avid skier of PC.
So, what’s next? What happens when enough people have seen the races and the horse pulled boarders? When we have seen enough AI generated images that made our eye’s pop and say ‘WOW!! Is that real?!?’ I can tell you the answer because the new wave has already started as this last one is finishing off the last of the low hanging fruit.
We are heading BACK to the stylish and simple days of enjoying the outdoors, believe it or not. It is becoming cool again to reject the crowds and all the shiny new objects and enjoy true nature and culture like the classy folks that we are, or are capable of becoming.
Authenticity. Art. Quiet. Hand Made. One of a Kind. Individuality. Craftsmanship. Experiences. A return to old world quality, regal style, and true art and culture.
Welcome to the future of luxury: Mark My Words
Sporting luxury brands are not going to be the goal—Procuring an Hermes bag etc, will no longer be the goal—having a particular piece, from a particular designer, with a special story behind it will be the goal.
Fashion Shows will be displays of art, the designers being celebrated for their artistic expression, not their display on celebrities during award season.
Cars will be celebrated for their timeless style, lines, design, performance, details of excellence not just their muscle or brand.
Private ski resort living is now a real option in Utah-it’s a stunning property and the amenities are off the chain, focused on wellness and privacy.
The Yacht life is being replaced by beautiful and regal sailing vessels. Sailing is the next big sport to make a comeback! You heard it here first people.
Luxury trips are being booked not to exciting destinations to party and be seen, people are seeking out ‘Nervous System Retreats’ with wellness retreats offering zero technology, healthy meals, wellness treatments, all with focus on well being and quiet.
Fads are falling away—OF COURSE COLD PLUNGING IS HEALTHY! It’s been done for over 2,000 years for it’s therapeutic benefits. You don’t need to pay to plunge. You can plunge with in the river or a lake. In the winter, we can go to a lake with a chainsaw and a French press of coffee. When we are done with the coffee we can do a body scrub with the coffee grounds.
OF COURSE SAUNA IS HEALTHY! It’s been done for thousands of years. You don’t need to go to a fancy sauna business or build a luxury sauna in your home. What you COULD do—is have a handmade, culturally accurate sauna built for you by a local craftsman and sauna expert like @saunavaki and use it as part of your health and wellness routine for the rest of your life!
What is wonderful and back in style?
Scarves, specialty belts, tailored clothing and hats in classic styles, and GARDENING and tending to plants is on fire!!!! I cannot tell you how happy it makes me to see this.
I am seeing cool opportunities to blend experiences such as sailing to a destination to ski. Throw your skis in the sailboat to ski on a mountain and whale watch at the same time. See? The sailing thing.
All of this is great news for us here in Bend, Oregon as we try to maintain our authenticity in a time of explosive growth. We are protected from some of this fantastical marketing due to the growth restrictions already in place. What I suggest to all of us is to DOUBLE DOWN on our authenticity, our small businesses, and our vibe by uniting even further in our uniqueness. There are still areas where we are disjointed and even a little bit behind the curve in technology that could help Bend operate more smoothly and ironically allow us to hold onto our authenticity. It merely requires a lot of thoughtful discussions and decision making, which happens to be incredibly difficult to pull off.
In the meantime, I can do my part to live in this manner that is timeless, learn about and thoughtfully utilize technology that enhances my life while not diminishing my authenticity. I hope to spread a little kindness and intrigue about ways we can live a life of ‘Luxury’ which seems to be making a return to the true meaning of Luxury.
Real life, real enjoyment, real art, real culture, real kindness, real gratitude, real community.
