Luxury's New Aesthetic

What is the new ‘Boom Boom’ aesthetic that is taking over the social media feeds of luxury consumers?

To quote, The Cut:

“Boom Boom is looking like you’ve spent money for the sake of looking like you’ve spent money.”

Others are saying that minimalist marketing is out and maximalist marketing is in.

Let’s dig into what we need to know…

The End of Quiet Luxury?

Quiet luxury is a term still liberally sprinkled across pop culture, but it’s omnipresence is fading fast.

Vogue says we have hit a saturation point:

“… when even Shein introduces a quiet luxury edit, you know a disconnect has occured.”

No true luxury brand wants to be associated with the world’s leading mass market, low-end retailer.

Origins of Boom

Last year saw the rise of old money, conservative aesthetics, across media and social platforms (deep dive podcast on that here).

The next evolution is the ‘Boom Boom’ aesthetic that feels conservative in nature - mirroring what has happened politically in countries around the world - but isn’t owned by those on the right. It simply unites the more shameless among us; those who want everyone to know what they are wearing/visiting/eating/drinking/buying in crypto.

Speaking of shameless…

Trump Goes Boom Boom

Sean Monahan, who coined the term, ‘Boom Boom’ says that Trump’s second term is spearheading this trend. And that “political turmoil and economic dislocation” are triggering a renewed desire for people to show status (whether it’s more performative or genuinely elite signalling).

If we were to pick a series that represents this trend, it would undoubtedly be ‘Succession’, but we can also look to the success of ‘The White Lotus’ as further evidence.

GQ says it succinctly:

“As billionaires and their offspring become more prominent in our culture, to the point where they’re practically screaming for our attention, Succession might be the most influential TV show in a generation.”

What does this mean for marketers?

Make a choice.

Many of the best brands make tough choices; to stand for something or someone.

If this aesthetic is resonating with your customers, maybe you want to be part of it. Or maybe it is the antithesis of what you want to be associated with.

Either way, it is a useful filter for deciding who you want to be.

To end with the same Vogue article:

“… maybe this is the universe’s way of telling us that it’s time to stop playing it safe…”