Abstract This article seeks to establish a direct relationship between objects of holy veneration in the past, and the modern-day veneration of luxury brands. It positions itself within the work of Walter Benjamin and the “aura” of cult objects articulated in his seminal essay, The Work of Art in an Age of Mechanical Reproduction. This positioning is not coincidental, but has been driven in part by the use of Benjamin’s arguments at the highest level by lawyers representing luxury brands at the European Court of Justice. Central to the argument of this article are notions of veneration, identification, replicability, and, especially, aura. These same notions have now entered into the legal lexicon of luxury branding. This article articulates the elements required to create and maintain the ’aura’ of an object, and to generate its cult following, from a religious relic of the fourteenth century, to brands such as Moët et Chandon and Dior in the twenty-first century.

中文翻译：

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奢华的光环：从圣人时代到奢侈品牌时代培养信实的人

摘要 本文试图在过去的神圣崇拜对象与现代奢侈品牌崇拜之间建立直接关系。它在沃尔特·本杰明 (Walter Benjamin) 的作品和他的开创性文章《机械复制时代的艺术作品》(The Work of Art in an Age of Art 这种定位并非巧合，部分原因是欧洲法院代表奢侈品牌的律师在最高级别使用本杰明的论点。本文论点的核心是崇敬、认同、可复制性，尤其是光环的概念。这些相同的概念现已进入奢侈品牌的法律词典。这篇文章阐述了创造和维持一个物体的“光环”以及产生其狂热追随者所需的元素，