Luxury is not merely about price — it is a cultural construct shaped by power, history, craftsmanship, symbolism, and scarcity. This module explores how luxury evolved from royal patronage systems and aristocratic consumption to modern global conglomerates and emerging African premium brands.
Students will examine:
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The historical roots of European luxury houses such as Louis Vuitton and Hermès.
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The rise of African luxury brands such as Maxhosa Africa and Thebe Magugu.
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Theoretical frameworks of luxury branding (Kapferer, Keller, Okonkwo).
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How symbolism, spirituality, and identity influence luxury perception across cultures.
The module emphasizes that African luxury is not a replication of Western systems but a redefinition rooted in heritage, craftsmanship, and narrative power.
- Teacher: NAOMI NIGHT