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.
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.
Which pump? Christian Louboutin, Kate Pumps, $795. SPART, Leg Press Hack Squat Machine, $799. RESULT: Winner, Leg Press Hack Squat Machine.
Which snake? 69,600 ft. of coiled gas pipe, $61,978. Bulgari, Serpenti Bracelet, $62,000. RESULT: Winner, Bulgari.
How do you grow the game? Prada, Boxy Satin Double Shirt, $5,500. Courtside at Caitlin Clark’s First Game, $5,975. RESULT: Winner, Courtside Tickets.
How do you maintain your lawn? Full-body laser hair removal, $4,350. John Deere, Lawn Tractor, $4,399. RESULT: Winner, John Deere.
How much did you like Challengers? Loewe, “I TOLD YA” T-Shirt, $330. 165 Churros, $330. RESULT: Winner, Churros.
How do you slim down? 1 Ozempic Shot Without Insurance, $935. Apple, iPad Pro, $999. RESULT: Winner, iPad Pro.
What’s for Dinner? McDonald’s, Bacon Quarter Pounder Meal, $17.29. Prime Ribeye Steak and Asparagus, $17.48. RESULT: Tie
What’s for Dinner? McDonald’s, Bacon Quarter Pounder Meal, $17.29. Prime Ribeye Steak and Asparagus, $17.48. RESULT: Tie
How far will you go for Taylor? Opening Price Ticket at Eras Tour Miami, $1,752. Floor Ticket at Eras Tour France, $1,741.
How do you quiet down the house? YMCA Summer Camp, $959-1,040. Bang & Olufsen Noise Canceling Headphones, $999. RESULT: Tie.
How’s the party at your table? Zouk Las Vegas, Table and Bottle Service, $8,000. Custom Built D&D Table, $8,070. RESULT: Winner, Bottle Service.