LE SIGNE DE LA CONVIVIALITÉ : RÉINVENTER L’EXPÉRIENCE DU LUXE ÉTHIQUE ET RESPONSABLE
THE SIGN OF CONVIVIALITY: REINVENTING THE EXPERIENCE OF ETHICAL AND RESPONSIBLE LUXURY

Summary/Abstract: This article examines the role of the sign of conviviality in the reconfiguration of luxury brand editorial strategies in response to the COVID-19 pandemic. It analyses how this sign, breaking with traditional codes of luxury, introduces ethical and responsible values while incorporating contemporary dynamics related to Instagram’s digital technologies. The research question is as follows: how does the concept of conviviality contribute to transforming the codes of luxury into ethical signs that convey immersive, human, and responsible experiences? This study draws on Ivan Illich’s ideas on conviviality and highlights the shift from a manipulative logic aimed at influencing the consumer to an ethical logic based on authentic and meaningful interactions between the brand and its users.

• Details
• Contents