Simon Gargette’s philosophy of Luxury

The creative director of the most exclusive channel on glamorous splendour, leads us in a profound reflection on the concept of luxuriousness through time and meaning.

Tell me about Luxury Life Channel’s history…

Originally it was Luxe Tv and eventually it became Luxury Life Broadcasting. Luxembourg group has made a series of predictable shows based on luxury. Resorts destinations, yachts, helicopters and the usual top end parafernalia. It was doing pretty well and the oligarch decided to bring it to London and restart it to look at luxury in a more refreshing way.  The goal was to stop the approach of the usual bunch of status symbols and try to understand luxury and what power it has. By now the word luxury has been overused. True top luxury is intimidating, it’s for the super-uber-wealthy and it’s for old style family privilege originating from a depth of heritage.

What about new luxury?

It’s pretty gaudy and obvious. It’s all about recognised brands. It projects aspirations into products. Tags of luxury are rather obvious. The word luxury has come down.

How was luxury in the past?

True luxury at the times meant having everything made for you. The really wealthy didn’t  have to buy anything. Top end luxury in the late Victorian and Edwardian era didn’t have a logo. It might have had a hallmark, so you would knew who made it, but it certainly wouldn’t be representing you as a struggling or successful individual showing your way in the world.

How was the channel conceived?

The idea of the channel was to create a platform that had a high visual standard as well as the content and the editorial side. It’s not a programme format, it was to be viewed even without sound, if it were shown in health spas or private air lounges, places where the super wealthy might be. It had to be recognisable as soon as it was on. It is transmitted on Sky and collects shootings done all over the world. Each programme has to be no more than 8 minutes long, each creating a bench-mark. You may see things being manufactured and therefore get a totally different understanding of luxury. It was meant to educate people who already possessed certain products, into how they should appreciate them, as well as reinforce decisions made on luxury. It’s all about focus.

What you’re really buying when you purchase luxury goods?

Time. You’re buying generations of skills in the course of your life time span. Seven or eight generations of people learning to get this product from its early beginning to what it  is now.  You are buying a philosophy. Besides true luxury never goes out of fashion, if you buy a very expensive item, you’re going to keep it. There was a saying my grandfather used to say: “Only a rich man can afford cheap shoes.” Luxury is about understatement.

What is your vision of luxury?

Luxury doesn’t need to be anything material, it can be altruism, it can be philanthropy. Those who are extremely wealthy can do very good things. The cliche that with great power comes great responsibility is actually true.

So what is luxury for you?

Life without stress. It may not be a long time. I may get small moments. When I wander off to an art gallery and steal off the afternoon, that’s a luxury! I used to call them treats, but actually they are a luxury. Luxury is a conception of the mind.

By Chiara Spagnoli

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