Abstract

Luxury entails a public differentiating use of objects and commodities, which is grounded on the overlapping of the spending with commodities and the ostentation of perceptible signs stimulating social imitation. In the eighteenth century, the debates on luxury emphasized the importance of the scrutiny of the power of imagination as intimately related to the contagious and mimetic character of the use of luxury objects. Thus, “luxury” represents a conceptual and, more generally, a semantic momentum in the evolution of the description of the society grounded on the influence of imitation. The several textual testimonies of the luxury debates in the eighteenth century, including Bernard de Mandeville’s contribution, attest the epistemological perplexity regarding the status of the psychic side of the definition of commodities, or economic goods, as utilities responding to specific human needs: the escalade of the emulation in the acquisition of luxury objects seems to deny any relevant connection of luxury to basic needs. This justifies the reference to imagination as the psychic source of the needs connected to luxury consumption and the absence of a direct correspondence between luxury goods and needs. B. Mandeville’s views on the theme of luxury and overconsumption in his Fable of the Bees and other writings are a privileged starting point for the explanation of these aspects of the evolution of the modern commercial society. Keywords Luxury • Commercial society • Imitation • Consumption • Utility