The relationship between wealth and the idea of luxury is explored. The chapter looks at luxury brands and their effect on buildings and architecture. It examines the modern understanding of luxury items, showing that luxury is a relative term that depends on what is perceived as being wealthy. The main focus of the chapter is on the link between luxury, wealth and sustainability. The collaboration between luxury brands and architects, especially how luxury affects buildings, is analysed through multiple case studies. This also leads to thinking of sustainability as a relative concept since it is not a priority for luxury consumers. There is also an examination of how the media are selling the idea of luxury in buildings. Given that SDG 12 is to secure sustainable consumption and production patterns, luxurious goods and buildings have to be considered a key subject in any debate about the path toward a more sustainable future.