Abstract The label “luxury” evokes vague and often unknown qualities that give a good or service the capacity to command a substantial price premium. Hence, in this article, I argue, firstly, that a core component of luxury is ignorance, or the unknown. To support this argument a systematic examination of the place of ignorance in the promotion and consumption of luxury goods and services is provided. In this way, a typology of ignorance of relevance to luxury is developed. Secondly, I argue that ignorance is deployed by both promoters and consumers in their separate and collaborative engagements with luxury. To illustrate this, ignorance in the promotion of luxury is analyzed through the case of Louis Vuitton’s “Savoir-Faire” print advertising campaign. Bringing to light the interactions between luxury and ignorance provides insights into the unknowns that constitute an inherent element in all that is classified as luxury.

中文翻译：

---

奢华与无知：从“Savoir-Faire”到未知

摘要 “奢侈品”这个标签让人联想到模糊且通常未知的品质，这些品质使商品或服务有能力获得可观的价格溢价。因此，在本文中，我首先认为奢侈品的一个核心组成部分是无知或未知。为了支持这一论点，我们对奢侈品和服务的促销和消费中的无知进行了系统检查。通过这种方式，开发了一种与奢侈品相关的无知类型学。其次，我认为推广者和消费者在他们与奢侈品的单独和合作交往中都存在无知。为了说明这一点，我们通过路易威登的“Savoir-Faire”平面广告活动来分析对奢侈品推广的无知。