Luxury - On the necessity of the superfluous

What is luxury? And do we actually need it? Isn't it something that only really concerns the rich? Or should it perhaps be defined differently in this day and age? By Ines Imdahl, graduate psychologist and rheingold managing director
For centuries, 'luxury' in its meaning as 'ostentation' and wastefulness was almost a swear word. Today, the topic of luxury is no longer negatively charged per se. Although what is not absolutely necessary for life or what is not affordable for everyone is still generally considered luxury. But the word 'luxury' has found its way into people's everyday language. Something that people still like to deal with today - especially with the question of how to integrate a little of it into their everyday lives.

Aldi-ization and luxury shopping exist side by side in everyday life.

This is all the more astonishing as the price wars of the discounters have been discussed again and again recently. Cheap offers for the 'poor' and luxury for the richer? Such a simple division does not work. Consumers are not generally stingy or only interested in luxury. One and the same people change their constitutions depending on the offer. On the one hand, they can squander their money and then save rigorously again.

A spiritual necessity.

From a psychological point of view, luxury is indispensable from the life of the soul. Because luxury is to be related to much more than just material things. Luxury is almost something like a 'spiritual constitution' - something that we have to treat ourselves to, we can't help it. Because regardless of what is perceived as luxurious, almost all people have the striving for it in common. In this sense, luxury is actually a kind of 'addiction'. But it is quite different from the desire to be rich. Because even with the simplest of means, people try to create something special for themselves - something that deviates from what they otherwise have or do. Or something that sets them apart from everyone else. So they are looking for a certain form of exclusivity. Of course, this works well with luxurious goods. But in today's fast-paced world, it is also 'exclusive' for many people to take a long, quiet walk in the forest, spend a nice evening together or treat themselves to a cozy coffee between many phone calls.

Today, luxury is primarily 'immaterial'.

What is now regarded as luxury in a time, of course, changes greatly. Many goods, for example, have undergone a metamorphosis from luxury to standard. Spices were 'luxury' centuries ago, or coffee for our grandparents, but these products are completely normal today. Watches or later televisions were also considered pure luxury items. Today, the latter are unattachable and have thus become mass-produced goods. Products such as mobile phones have quickly gone through the exclusivity phase for almost everyone to understand.

For today's time, it is noticeable that many people also think of immaterial things when it comes to luxury: particularly pleasant 'situations' or relaxed states instead of expensive goods. 'Things' that they probably wouldn't have thought of in this context before. The term luxury has therefore also changed in terms of content for people: it is more often the simple 'amenities' of life that are referred to as luxury. For example, 'luxury' is often spoken of when you treat yourself to a moment's break, can enjoy something in peace or are 'unavailable' for once.

Strive for exclusivity.

Valuable and luxurious is therefore always what you cannot afford every day - in a material and in an ideal sense. This form of exclusivity is an indispensable part of luxury. Namely, when what you treat yourself to as a luxury is perceived as 'normal' again in your own, personal everyday life or when the exclusive i-Phones suddenly have everyone - then the search starts all over again. This alone distinguishes luxury from the simple 'accumulation' of wealth. Even if luxury is physically something 'superfluous' - the soul of people sees an indispensable necessity in the pursuit of luxury.

If we follow this inner necessity to treat ourselves to something superfluous again and again, then we are doing ourselves a good service. We enjoy life as it is. And I once heard someone say: Luxury is only the desire to be friends with yourself.

Article from feine Welt from September 12, 2008