The CODE-X series catalogs a vast codex of source codes (aka “signs”) extracted from past audits.

The object of study in semiotics is not the signs but rather a general theory of signification; the goal of each “audit” is to build a model demonstrating how meaning is produced and received within a category or cultural territory. Signs on their own, therefore, only become truly revelatory and useful once we’ve sorted them into thematic complexes, and the complexes into codes, and the codes into a meaning map. We call this process “thick description”; the Code-X series is thin description.

“FREAK FLAG” NORM: Tap into your innermost, authentic self and let the world see what makes you tick. Luxury means saying what you think, showing who you are, absolutely confident and creative. There is a (safe) thrill that comes with this sort of uninhibited display of a side of yourself that you may normally repress.

“FREAK FLAG” FORMS: Iconic figures known for unashamedly putting themselves out there. People behaving or dressing in a ”crazy” way — and yet they seem more “together” than anyone else. Language about living boldly (“Born to dare”) and acceptance (“Come as you are”).

From a 2022 study of the US Luxury space — across categories.