Brand Meaning vs Brand Buzz

Posted Leave a commentPosted in Branding

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 high profile designer in this era dominated by conglomerates. Fifteen years later, the designer musical chair game became almost the norm and along with the constant change of creative directors comes the total brand […]

Fast-Fashion Luxury

Posted Leave a commentPosted in Thinking Fashion

Along with the many subjective definitions of luxury – from having time to spare to craftsmanship and rarity – somehow, for the past two decades we got used to its global expansion as an industry. Traditional fashion brands were shaken up while others were resuscitated with the same goal: make consumers, especially those in the […]

Paul Smith: The Art of Cool

Posted Leave a commentPosted in Archetypes

If you have ever stepped into a Paul Smith store probably remembers that feeling of “cabinet of curiosities”: amongst fun objects, photographs, paintings, books etc., one can find tailored suits and smart cut pieces with his unmistakable signature of colourful stripes and irreverent print. The designer embodies the English eccentricity in a way that few others […]