LUXURY IN H2 2026: FOUR TESTS OF DESIRABILITY
The latest results suggest that luxury is returning to growth. They also reveal a more selective market, rewarding houses that can make their value, identity and relationship with clients unmistakably clear. The latest luxury results arrived within the space of a few days. LVMH reported accelerating growth in the second quarter. Kering returned to comparable […]
THE LUXURY OF BEING REMEMBERED
What The Bear reveals about human service, personalisation and the future of luxury experience The Bear resonates far beyond its suspense. Its emotional force is rooted in family inheritance, dedication, psychological fragility, difficult relationships and the belief that work can become a form of generosity. The kitchen provides the setting. The deeper subject is what […]
MEANING IN LUXURY BRANDING: BEYOND COMMUNICATION — WHY CULTURAL SIGNIFICANCE OUTLASTS MESSAGING
Theme: Introducing MAENA (2/2): A New Lens on Luxury Brand Strategy There is one question that drives most brand strategy meetings. It is not necessarily always the right one. THE QUESTION BRANDS KEEP ASKING “How do we communicate this better?” It is the question I have heard, in slightly different forms, across every organisation I […]
WHAT IS MAENA AGENCY — MEANING AS THE MOST OVERLOOKED LEVER IN LUXURY BRAND STRATEGY
Theme: Introducing MAENA (1/2): A New Lens on Luxury Brand Strategy Behind every agency is a conviction. This is mine — and why I built MAENA around it. Over the past three weeks, I wrote about the decline of luxury codes: the standardisation of aesthetics, the overexposure of ambassadors, the conformity of commercial moments. They […]