Why are some Singaporeans so ashamed to call Charles & Keith a luxury brand?

If we understand how luxury and status symbols come to be regarded as such – and how all this can change very quickly – we wouldn’t be so ashamed of supporting our local brands

TikTok user Zohtaco's video of her calling her Charles & Keith bag a "luxury bag" was mocked by netizens. PHOTOS: SCREENGRAB @ZOHTACO/TIKTOK
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You’ve seen it by now: the video where TikTok user Zohtaco, who identifies herself as Zoe, excitedly peeled off the wrapping on a new Charles & Keith bag gifted by her father, which she called her “first luxury bag”.

The 17-year-old’s joy was short-lived. Netizens were quick to mock her choice of words, with one user “cressy” writing: “Who’s (going to) tell her?”, implying that the local bags and accessories brand does not count as a luxury brand. Others used the hashtag #tryinghard.

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