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Chanel to Tom Ford: The rise of online stores that sell luxury aesthetic for social media branding

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A Chanel paper shopping bag is seen, outside Chanel, during Paris Fashion Week. (Photo by Edward Berthelot/Getty Images)
A Chanel paper shopping bag is seen, outside Chanel, during Paris Fashion Week. (Photo by Edward Berthelot/Getty Images)

You want to portray a life of luxury on social media. It turns out, you can buy that – without breaking the bank. 

The phenomenon of people portraying an aesthetic of a luxurious lifestyle for social capital is nothing new. One could argue that it is the whole point of Instagram or of social media as a whole. As of late, the popular term to describe this coveted experience is known as "the soft life". 

This need and want of portraying ostensible wealth online have birthed business models that are somewhat of a novelty – selling an image of luxury where there is a true absence of it, with nothing but props. 

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