“The Price is Too Damn High” Documents 100 Days of an Evolving POV

100 Days is an annual project at New York City’s School of Visual Arts that was founded by Michael Bierut. Each year, the students of the school’s Master’s in Branding Program spend 100 days documenting their process with a chosen creative endeavor. This year, we’re showcasing each student in the program by providing a peek into ten days of their project. You can keep an eye on everyone’s work on our SVA 100 Days page.

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While starting The Price Is Too Damn High, John Lytle was motivated to drag the luxury fashion market back to reality, exposing its most outrageous price tags by comparing them to everyday objects of equal value. But through participating in this daily practice, Lytle’s point of view slowly evolved.

He learned that luxury is not a category, but a behavior that can be shared by products and services across all price points. This made the comparisons messier, but more exciting. With this shift to defining luxury, not critiquing it, interesting questions bubbled up with each post – is McDonald’s luxury? Is childcare a luxury? Is everything luxury?

Discover more of his project on Instagram.