
The Internet and luxury have always been sort of mutually exclusive. The Internet is broad, democratic, and welcomes all kinds; it has changed the way that consumers interact with corporations in fundamental ways that are constantly evolving. Luxury brands are narrow, elitist, and target a very specific clientele. They require a bit of mystery and aloofness in order to be aspirational and make their traditional brand identities work, and they’re generally not interested in changing how their companies interact with…well, anyone. “The way it has always been done” is idealized and worshiped in an almost religious way, and even though many below-the-surface practices have evolved in recent years (most notably, manufacturing), the way that brands want you to perceive them has remained largely untouched for decades.
But the problem with this whole Internet thingamabob is that it’s kind of insidious and it’s changing the way that people of a variety of incomes and social standings shop and inform themselves about potential purchases. Fashion shows are no longer private events for an elite group of celebrities, editors, and clients; they’re presentations of goods that can often be seen in their entirety by average customers within minutes of their completion. There may be exclusivity left in the invitation to attend a show, but not in the information that one gains by attending.











Another major design house has joined the world of social media. As of August 1st, Yves Saint Laurent became official on both 


