Luxury is pure energy, inscribed in our DNA. A tension between the original myth and constant creativity. A need to reinvent oneself endlessly without ever forgetting who you are, lest you end up sadly covered in dust. In short, a perpetual but perfectly controlled explosion, designed to be seen in Instagram stories, airports, magazines, or even in an ad that makes you want to watch it to the end while waiting for your next Netflix series. What could be more wonderful when your name is So Bang?
