FATHER’S DAY AND THE LUXURY GIFTING PARADOX
The decline of modern luxury codes (3/3): Father’s Day and the Conformity of Commercial Moments After exploring the uniformisation of luxury aesthetics and the visual fatigue caused by ambassador overexposure, this third chapter takes a different angle — not a trend, but a moment. A calendar moment that luxury brands can no longer afford to […]
LUXURY AMBASSADORS STRATEGY AND THE EROSION OF DESIRE
Theme: The decline of modern luxury codes (2/3): The Saturation of Faces An exploration of how the overexposure of brand ambassadors is diluting luxury’s emotional impact — and quietly eroding the desire it was meant to build. Luxury has always known how to choose its faces. The logic of the luxury brand ambassador strategy was […]
LUXURY BRANDING AND THE LOSS OF SINGULARITY
Theme: The decline of modern luxury codes (1/3) – The standardization An exploration of how luxury codes are becoming increasingly homogeneous, and what brands can do to restore creative intent. The luxury industry is going through a paradoxical moment. On one side, it has never been more powerful. On the other, it has never felt […]