Let’s talk about the problem with the soft life ideology we see on social media.

The aesthetic of luxury brands have always been desired, especially by black people, as a form of conspicuous consumption. In America, black people are always made to prove that we’re not stereotypes, and wearing expensive things is a quick way to gain social credibility. We’ve all been victim to the social allure of a Gucci belt or a Louis Vuitton neverfull bag, right? It turns out there’s a whole aesthetic for this kind of consumption. As coined by Tiktokers, the popular term “soft life” is used to describe a life of luxury and ease. 

The soft life aesthetic is something that black people in particular express desire in as it’s a lifestyle that hasn’t been historically accessible to us. Black people have the right to live that life! We deserve vacations every season, house help, and products that are of the best quality. But we have to ask ourselves; why are the Louis Vuittons and the Guccis our standard for luxury?

Why is it that when we imagine a life free of trauma and financial burden, we still consider European (often racially biased) brands as a marker of success? Just a few years ago, the major fashion houses didn’t want dark-skinned people in their campaigns or wearing their clothes. Many of these brands still enforce racist practices like forcing their black store associates to straighten their hair to appear more “professional”. We assert that as black people, our soft life goals must change course and instead point towards markers of success that truly benefit us and keep money in our communities. 

Where do your luxury soft life fantasies lie? We promise you, for every Fendi purse, Gucci Belt, or Balenciaga shoe, there is a Black-owned version that you will love just as much, if not more! You can discover these brands and more while using The Blackbook chrome extension. Download The Blackbook (it’s completely free) to get black-owned recommendations as you shop online.