Belgian born fashion designer Jonathan Riss is the founder of the House of JAY AHR in Paris, renowned for its graphic and glamorous dresses. He is also the creator of Evolution, a collection of handcrafted couture works for the home, hand-stitched in a village 100 km from Beijing using an ancient Chinese embroidery technique.
We met the designer and asked him to define luxury.
Luxury for me is a mix of a lot of things. When it comes to brands, luxury is about the history of the brand or the stories behind the brand. It’s those stories, like the legend about Coco Chanel and the Duke of Westminster having her initials painted all over London, that make the brands desirable.
I personally think luxury is about discovering what is not obvious. It’s about having the time and the process to go in-depth into something, like going to a ballet or an opera and having the time to really study what you are about to see so you can fully appreciate it in all its aspects.