This Is How the Super Rich Tackle Christmas Shopping

Most would dream of unwrapping a Loewe Gate bag or a Diptyqye candle set on Christmas Day, but for some super-rich shoppers, these are mere stocking fillers. This year, Net-a-Porter brought back its fantasy gift packages, which includes a £70,000 party wardrobe, a shoe subscription for £10,000 and a monthly handbag subscription for £15,000. Some of these gifts might cost more than the average salary in the UK (which is £27,600), but they are more than a fantasy for some.

Spending £70,000 on a party wardrobe might sound ludicrous, but this is more commonplace than you might imagine. “Personal shoppers will run around Bond Street and do that, but we deal with the creation of style and of a look,” Daniel Johnson, founder of his own luxury personal stylist company told me last December. “We sell tonnes of gift vouchers over Christmas that do that—you can send your partner to us to be styled or sons or daughters. We will do a full wardrobe—having an initial consultation, taking measurements and asking questions to find out everything we need to know about them to understand their motivations and what they want to achieve. We do a first shop where we turn up at their house with everything to get them started—this first shop tends to be about £10,000, and then it’s £10 to £13,000 for every shop after that.”

Johnson tells me of one couple that gifted each other a new full wardrobe—the man’s cost £64,000 and the woman’s about £70,00 before they even started on handbags. One Christmas gift styling session he worked on involved a client “taking his wife to Lake Como or Milan and then visiting a private castle where there is a design team in a turret—you dine there and meet the head designer and totally design your own wardrobe with him.” In this castle, you build a full bespoke wardrobe, designing everything from coats to T-shirts, which Johnson estimates would cost in the region of half a million pounds. “The most expensive wardrobe I’ve ever seen was valued at £2.5 million,” he tells me. “And that was a man’s wardrobe.”

Johnson and his team will often go to extra-special lengths to secure the perfect Christmas gift” “I got a phone call from a man whose wife had seen a Gucci dress and could only find it in Munich, so he wanted me to fly by private jet to Munich to buy it. But we were able to find the dress in London, so within three hours of the phone call she was wearing the dress for £5000.”