In the history of consumption, luxury consumption is always the marked, and the cultural dynamics of its development is in the markedness of its text and name. Luxury consumption has experienced two waves of popularization, and the markedness of luxury text also changes with the two updates in the form and connotation of luxury. In the era of material consumption, the markedness of luxury is one of symbols. The first popularization of luxury not only turns symbols into the mainstream of consumer culture, but also subverts traditional luxury. With the second popularization of luxury consumption in the era of symbolic consumption, the style of luxury text is weakening, and luxury, originally the marked, is reversing. While the bad reputation of luxury determines its reference as the marked and stigmatization runs through its whole history, currently luxury tends to be described as “good”, which means that luxury will subvert itself more thoroughly.