A Latin word, Luxus is the origin of everything. At first, it meant opulence, or the extravagance of life. From luxus comes luxuria which was nothing less than debauchery and prohibited excesses.
But really, what is Luxus, or luxury? There is no single definition. The ideas that surround this concept are innumerable and not subjective at all. The only certainty is that the time has come to stop thinking that luxury can be wrapped in gift paper. Of course not! It is not luxury what we wear, nor what we eat or drink. True luxury begins with being true to ourselves.
It’s the 21st century and luxury is more difficult to achieve than ever because it is about well-being, taking time for ourselves. Luxury is closer to the immaterial, to what money cannot buy: an instant of escape, the kiss of a child, a sound that transports us to paradise, the smile of that special person every morning… With this conception, luxury can be democratic and universal.
The Luxus collection, created with hair and gold leaf in different colours, seeks to emulate the value of the material and make us reflect on this concept so trite, on the one hand, but so personal, on the other, which is luxury. This, like success, resides in each one of us. Living is the greatest luxury and enjoying life is the greatest success we can achieve.
Hair: Ziortza Zarauza at Centro Beta Photography: David Arnal Retouching: Javier Villalabeitia Make-up: Clara Carrera Styling: Visori Products: Montibello
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