Luxury takes many forms nowadays, but one thing doesn't change: luxury is about desire and the ability to create dreams.

This quote by Antoine Arnault explores the evolving yet timeless nature of luxury. By stating, “Luxury takes many forms nowadays,” Arnault acknowledges that the definition of luxury has broadened—it no longer solely refers to extravagant goods or high price tags. In today’s world, luxury might include experiences, time, privacy, or sustainability. However, he emphasizes that the core of luxury remains constant: it is about desire and the ability to create dreams.

The reference to desire highlights luxury’s emotional dimension. Luxury items or experiences are often not essential for survival, but they fulfill a deep yearning for beauty, status, comfort, or aspiration. Arnault underscores that true luxury stirs the imagination; it transports people and allows them to experience something extraordinary. This transformative quality—the power to evoke dreams—is what continues to define luxury across generations.

As the son of Bernard Arnault and a key executive in the LVMH group (one of the world’s largest luxury conglomerates), Antoine Arnault has spent his career immersed in the fashion, jewelry, and lifestyle industries. The origin of this quote comes from his public commentary on the luxury market, where he often speaks about how brands must evolve while staying rooted in the emotional value they offer to consumers.

Ultimately, Arnault’s quote reminds us that luxury is not just about tangible products—it’s about emotion, storytelling, and the ability to inspire. Whether through craftsmanship, innovation, or exclusivity, luxury continues to thrive by tapping into our desire to dream and experience something beyond the ordinary.