Eternal luxury

Passion for luxury and material well-being is considered one of the most prominent features of "the modern human," as this person's mindset has become one of continuous pursuit of the pleasures and delights of industrial and commercial advertising on which the foundations of modernization were built, and the human soul has become crushed before this new pattern of interests. This book, in its Arabic version issued by the Namaa Center, aims to contribute to bringing closer the achievements of "critique of modernity and post-modernity," which the French philosopher Gilles Lipovetsky works on with one of the most prominent specialists in global brands, Professor Eliette Ro. In this book, they contribute, without similarity in their critical angles, to addressing two issues with two approaches; the first: a socio-historical interpretation of the archaeology of luxury and its transformations throughout modern history. Meanwhile, the second approach: a marketing and aesthetic perspective on luxury, focusing on brand identity and its management over time. The diversity of critical perspectives and reflections on what modernity has committed to humans, spiritually and physically, as presented here in the book, significantly contributes to elevating current human awareness of the necessity to review exaggerated consumerist lifestyles that are wreaking havoc on our societies, especially since the movement of critique of modernity in our Arab and Islamic context is extremely delayed, culturally and socially. This makes the presentation of this book a cultural and intellectual necessity that the Arab intellectual needs.