With the fast development of capitalism, the clear division between socio-economic classes blurred out. While conspicuous consumption is still an evidence of social worth, an interesting phenomenon took place in the last 2 years. Luxury retail goods are now available to a larger percentage of the population and so the upper class needs to differentiate itself by other means rather than a Chanel 2.55 or a Rolex. Posting pictures on social media profiles of popping Dom Perignon bottles, sitting in a Lamborginhi or holding banknotes is perceived as cheap and as an activity rather reserved for the nouveau riche.
So what is now defined as luxury? Just hit the “explore” tab on Instagram. It’s all about fitness.
What to wear? The latest Adidas by Stella McCartney collection gear;
What to drink? A fresh green juice;
What to have for lunch? Goat’s cheese salad with chia seeds;
When it comes to the now very popular selfies? Without fail, one in front of the gym mirror.
Celebrities, as the best example, are now part of the health-mania seen on Instagram. Not unnoticeable, many ‘Hollywood gossip’ websites have already commented on this new trend without noticing it has gone much beyond Beyonce and Jessica Biel. Why has fitness become so popular and regarded as the “activity for the higher classes”? It requires the same skills as business does – motivation, hard work, dedication, strong will, coaching, ambition, and regularity, amongst others.
Matter of fact, in the 19th century Thorstein Veblen noted on the predatory traits of the leisure class, which were reflected through participation in sport. Two centuries later, sport comes back as a leisure activity booked for the upper class. Material goods are no longer a sing of status; it is the lifestyle that displays the belonging to the upper class. So what are you waiting for? Remember, Mens sana in corpe sano.