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Why is "Succession" attacking Burberry?


The first episode of season 4, broadcast since March 27 in the United States, features a shopping bag from the British house. Its size and its pattern, yet iconic, clash within the muted elegance of the series, and question what luxury really is today.

She's the elephant in a china shop.

She is Bridget, the latest girlfriend of Greg Hirsch, eternal cousin a bit simpleton of the Roy family.

A newcomer to the cast of


characters - whose first episode of season 4 aired on March 27 - Bridget found nothing better than to show up at the birthday party of Logan Roy, one of the men the richest in the world, accessorized with an extra-large Burberry tote.

A "ridiculously large"






, fulminates Tom Wambsgans, the son-in-law of the media magnate ready to do anything to stay in favor with the latter.

But why so much hate?

For any neophyte, the bag in question - a tote covered with the famous plaid pattern of the British house, worth 2,890 euros - is a luxury accessory like any other.

But for the 1% of the ultra-rich of this world, of which the Logan family is a part (and of which those who gravitate around hope to be part) -, it is synonymous with a cruel lack of taste.

"We're not in a damn Shake Shack

(American burger brand, editor's note)


, hisses, furious, Logan Roy's assistant in the ear of cousin Greg, more sheepish than ever.

By wearing it, Bridget thought she was sending a signal: that of a woman capable of spending nearly 3,000 euros on a signature bag, and therefore worthy of joining the

The full Roy family for season 4 of HBO's "Succession"

Only then, at the Roy's, luxury is above all a matter of discretion, and the price is never a subject.

Whether it's Kendall's, Shiv's, Roman's or Logan's dressing rooms, the less recognizable the garment, the more luxurious it is.

This is the concept of

quiet luxury

, a sober luxury, devoid of any logo, which whispers more than it shouts.

A hyperluxe, in short.

It's The Row, Loro Piana, Brunello Cucinelli, Tom Ford or Maison Margiela.

That Burberry is one of the historic houses of the luxury industry, the Roys don't care: they evolve in a hushed universe, where you don't wear a bag since you have enough staff to carry shopping - besides, you never do the shopping yourself.

Anti-inclusive in essence,


is never so cruel – and therefore, so addictive – as when it pits the Roys against the rest of the world, which will never be like them.

The bag doesn't matter.

Source: lefigaro

All news articles on 2023-03-28

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