I used to think a luxury price tag meant something. That it reflected the craftsmanship, the time, the care that went into making a garment. But the more I asked questions, the more I realised that in today’s luxury fashion world, you are often paying not for quality — but for illusion. You are paying for celebrity endorsements, extravagant campaigns, glossy stores in glossy cities. You are paying to feel like you belong to something bigger. But what if that “something” was built on exploitation, mass production, and branding wizardry? What if the story sold to you was just that — a story? The truth is, many luxury labels use the same factories as fast fashion. The difference is the packaging. And the perception. We have been taught that a logo stitched in gold means status, but what if it meant silence — about who made it, how they lived, or how the Earth was treated in the process? We believe luxury should stand for something better. Dignity. Depth. Sustainability. Human-first decisions. Not inflated margins hiding behind exclusivity. And that is what we are trying to do at UNMODA. We are not here to sell you status. We are here to create meaning. Because the most luxurious thing you can wear in 2025 is integrity.