We elicit four practices related to how lurking transforms luxury consumption on visual social media that vary in the degree to which they reflect de-materialization (i.e., idealization of the physical prop-erties of luxury brands) and re-materialization (i.e., offering new digital virtual actualizations of luxury brands): (1) compassing, (2) curating,(3)collecting, and (4) conversing. Importantly, rather than re-presenting a sequence of practices, these practices can occur in varying order. Table 3 summarizes each practice and its associated aspects.