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. […]
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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 Creator
The Creator is the artist, the inventor, the entrepreneur, the musician, the writer… In any activity where creativity and imagination rule, there […]
Brands We Love: NARS
When we think about NARS, immediately comes to mind a ton of different colours in sophisticated, minimalist packages, bold ads and cult […]
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 […]
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 […]
Time for a Change: the New Fashion Calendar
The autumn/winter 2016-17 season is over and, unsurprisingly, the main subject was the change in the fashion calendar. New York and London […]
Top 10 Collections of Autumn/Winter 2016-17
Valentino: it’s like going into a fashion fairy tale and never want to wake up. Maria Grazia Chiuri and Pierpaolo Piccioli found […]
Fashion Musical Chair vs. Brand Image
I still remember the news about Tom Ford leaving Gucci, in 2003. It was the first break up between a luxury […]
My Burberry: My London Smell
On my first days in London I noticed that my current fragrance, Daisy Eau so Fresh, from Marc Jacobs, was very fresh […]