Charisma: The crucial ingredient of luxury

Charisma: The crucial ingredient of luxury

For most of the luxury brands, they have art director like Chanel have Karl Lagerfeld. But why those artist play such important role in luxury industry? Here is the answer:

According to Max Weber, charisma is “an exceptional quality that a man has (regardless of whether that quality is real, presumed or faked),” which gives that person an authority to which others submit. That is, charismatics have a kind of aura. And the artist is the one who give the charismatics to the brand though their design. In doing so, artists enhance the luxury brand aura.

Albert Zhang__

Albert Zhang