The book is a study of myths and what creates mythic value in luxury, which survives the test of time. The book decodes how philosophical, sociological and anthropological concepts can be applied in the study of luxury to bring out the critical role played by contradictions and how luxury brands can take advantage of it to survive centuries. Therefore, the study unveils how mythic value helps in creating timeless luxury brands even in this day and age of e-commerce. This book looks into a more serious academic perspective of luxury. The objective is to look past the myopic view of luxury defined by “price tags” and find the true meaning of luxury that is defined by its heritage and mythic value, which makes it timeless.