The Journey of Louis Vuitton
It all started in 1837 when 16 years old Louis Vuitton decided that he wanted to be an artisan and left his […]
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How to Build an Archetypical Brand?
“I want to be the Lover brand, what should I do?” This is quite a common question on my talks and workshops. […]
Brand Meaning vs Brand Buzz
When Tom Ford left Gucci in 2003 it was a big shock in the fashion industry, marking the first break up between a luxury brand and a […]
Archetypes: The Ruler
Miranda Priestly from ‘The Devil Wears Prada’. Kings and queens. Presidents and prime-ministers. CEOs of traditional companies. The classic boss figure. All […]
Maria Grazia Chiuri at Dior. Until When?
Until a couple of years ago, I knew by heart the names of the creative directors of the main luxury brands, even […]
Who’s Who: Guido Palau
Like Pat McGrath, Guido Palau has so much prestige in the industry that he also got a cartoon for the Barney’s video in […]
Fast-Fashion Luxury
Along with the many subjective definitions of luxury – from having time to spare to craftsmanship and rarity – somehow, for the […]
Who’s Who: Oribe
You may have heard or even tried one of the products created by Oribe (pronounced Or-bay), after all, the range of shampoos, […]
Wanted: Designers for a Long-Term Commitment
I try not to be this person who keeps a nostalgic vision but every time I think about the current status of […]
Open Letter to Miuccia Prada
Dear Miuccia, I would like to start this letter by saying that you are one of the reasons I have a […]