Exclusivity has always been the currency of luxury. Scarcity, discretion, and control are what transform an object into a symbol of status. From the earliest maisons to today’s most ambitious startups, prestige has been built on what is withheld as much as what is revealed. Social media, by contrast, is built for ubiquity. It rewards scale, repetition, and immediacy. Brands that publish more are pushed forward; those that hesitate risk fading from view. This creates...
