these aspects of evolution and like fine sculpture, the old luxury brands have
become modified and enhanced with age; and the new brands have become
highly appealing with the aid of effective modern techniques. Several of
today’s largest and most valuable luxury brands like Louis Vuitton, Guerlain
and Gucci originated in France and Italy in the nineteenth and early twentieth
centuries and therefore have a long history. These brands and their countries of
origin have played a key role in the development of the global fashion indus-
try. The twentieth century also produced several American brands like Ralph
Lauren and Donna Karan; as well as Far Eastern brands like Yoji Yamamoto
and Issey Miyake. In addition, other respectable global luxury brands such as
Burberry of Britain have a strong historical legacy surrounding their creation.
A look at the very beginnings of luxury fashion will provide some direc-
tion to the analysis and understanding of the current luxury fashion scene.
Early civilization fashion (3200 BCto 80 BC)
The concept of beauty and its association with human beings can be traced to
the Christian Bible, when Eve, the first woman created by God according to
Christian beliefs, placed a flower over her ear to make herself more beautiful
and attractive to Adam, the first man. The Bible also provides other historical
accounts of the lavish consumption of luxury materials like gold, silver and
myrrh during the times of King David, King Solomon and the Queen of
Sheba, particularly between 1010 BCand beyond 100 BC. These give evidence
of the early appreciation of the notion of luxury and beauty by man.
However, the concept of luxury and its association to appearance, beauty
and fashion evidently became prominent during the ancient Egyptian civi-
lization of this period. Early Egyptian art reveals the intricate detailing and
prominence of clothes and accessories such as headgears, crowns and
jewellery, made of fine materials like gold. Also, the Pharaoh exemplified
luxury dressing and opulence through his total control of all aspects of soci-
ety, including appearance. His perception as both a leader and a representa-
tion of God heightened fashion opulence in this era as his subjects related to
his appearance. The royal Pharaohs dressed flamboyantly and engaged the
services of the best artistes, jewellers, craftsmen and designers to fabricate
their wardrobe. The finest materials were used to produce their fashion goods,
including footwear, which were often made of pure gold.
In this society, tradition and religion were deep-seated and clothing and
appearance played a key role during religious and social ceremonies. Also the
Egyptian belief in life after death and the elaborate rituals that were
performed during burial ceremonies of dead nobles (involving dressing and
mummifying them), reinforced the role of luxury in clothing and beautifying
corpses. For these ceremonies, the best and most talented designers and
craftsmen were used.
chapter 2 15the history of luxury fashion branding