Once upon a time, owning something expensive was enough to prove you had money. But now, in the age of Instagram, it’s not just about the price tag—it’s about the image. Instagram has redefined what makes something valuable by making visual status the new currency.
Imagine scrolling through your feed and seeing influencers, celebrities, or even your friends posting pictures of themselves with designer bags, luxury cars, and flawless outfits. Suddenly, it’s not just about having these items, but about how they look in a picture. The visual appeal of a product becomes its most important value.
Instagram turned brands into stories. People aren’t just buying products anymore; they’re buying the story the product tells. A sleek, minimalistic bag from Loro Piana or a perfectly curated outfit from Chanel isn’t just about the craftsmanship or price—it’s about the status it communicates to the world. It says, “I belong to a certain world. I have refined taste.”
This shift is what we call sign value: the power of a brand to signal wealth, status, and social belonging, often through highly shareable images. Instagram amplified these signals, making the visual representation of luxury more important than ever. Luxury is no longer just for the wealthy—it’s for anyone who can share the right image with the right hashtags.
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