Luxury as a Language: When Sophistication Becomes a Form of Soft Power

In a world increasingly driven by fast consumption, luxury retains a rare and contemplative power, the ability to make us pause, observe, and reflect. This allure is not merely rooted in costly materials or exceptional craftsmanship, but rather in the silent language spoken by every handbag, every timepiece, every bottle of perfume, a language of distinction, soft power, and personal identity.

Luxury – No Longer Just Objects

In the 20^th century, luxury was often defined by price and rarity. But in the 21^s , it has evolved into a cultural semiotic system. To own a Hermès bag today is not merely to possess a fashion item; it is to make a statement, a declaration of understanding, belonging, and alignment with a community fluent in the language of refinement.

Luxury doesn’t always need to announce itself. A logo-less shirt can still speak volumes, if the wearer has the quiet confidence to shine without saying a word

Hermès’s steadfast refusal to engage in mass advertising, Rolex’s deliberate underproduction to maintain exclusivity, or Chanel’s transformation of Coco Chanel’s story into an enduring legend, all serve one principle: luxury does not sell products. It sells a language.

Quiet Luxury – When Silence Speaks Volumes

As we move through 2025, quiet luxury continues to dominate. Jackets without logos, neutral colour palettes, and perfectly tailored seams, subtle but unmistakable, have become the most powerful expressions among the elite. Those who wear quiet luxury whisper, “I need not prove anything. Silence, in itself, defines me”.

Quiet Luxury — when silence becomes the most resonant language. It’s not noise that defines power but the precision of every refined detail

In a society constantly seeking attention, silence is the ultimate signifier of true influence. This is a refined dialect, one that only those attuned to deeper nuances can fully comprehend.

The Social Language of the Elite

Luxury operates as a covert language. A Patek Philippe worn to a boardroom can spark silent conversations long before introductions are exchanged. The newly launched electric Rolls-Royce is more than transportation; it is a manifesto of sustainable vision.

On the runway, luxury is no longer a flashing logo. It’s a language spoken through texture, silhouette, and gaze, one only the discerning few can truly read

Within the discreet gatherings of Vietnam’s business elite, the choice of watch, attire, or niche fragrance is never random. It is a way of articulating life philosophies, personal values, and far-reaching aspirations that words alone often fail to convey.

Luxury as Soft Power

In international relations, we speak of cultural diplomacy. In the business realm, luxury acts as a quiet diplomat. A Hermès scarf gifted to a partner, a rare Bordeaux wine at a private dinner, or a carefully curated art catalogue, these are keys that open doors previously thought immovable. Luxury wields a sophisticated form of soft power: not forceful, never loud, but commanding enough to earn respect and attention.

The Future of Luxury – Where Self Meets Society

Interestingly, luxury today is no longer solely about “who I am” but also “where I belong”. The new generation of Vietnamese entrepreneurs shun ostentation in favour of global resonance. They collect contemporary Vietnamese art to express cultural identity. They drive electric Bentleys to echo sustainable commitments. They seek out niche perfume houses to tell stories no one else can replicate.

Every luxury item tells a story. When worn, it’s not just a design, it’s a narrative of identity, heritage and aspiration

The luxury of tomorrow will be a delicate balance between individuality and collective consciousness, between self-expression and legacy. Ownership will no longer be the endgame, it will be translation: of culture, of history, of values we choose to leave behind.

TEXT: NGUYỄN CÔNG MINH

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