For readers of Deluxe, The Business of Aspiration, and Status and Culture comes the first complete analysis of luxury's most dramatic transformation.

How did we go from Gucci belt obsession to quiet luxury in less than a decade? What forces turned Instagram into the arbiter of status—then triggered a massive backlash? Why are luxury brands struggling despite record prices?

Stanford-trained economist Karina Vunnam reveals the hidden psychology, business strategies, and cultural shifts behind modern luxury's greatest upheaval. From the rise of influencer marketing to the Succession aesthetic, from logo mania to stealth wealth, Conspicuous decodes the forces reshaping what we desire, what we buy, and what status means in the digital age.

Drawing on industry insider access and rigorous research, this book traces luxury's complete arc: the seductive era of social media-fueled consumption, the billion-dollar miscalculations that followed, and the quiet rebellion redefining luxury for a new generation.

Essential reading for marketers, brand strategists, luxury professionals, and anyone fascinated by the psychology of consumption.