WHAT “MADE IN FRANCE” IS REALLY WORTH IN LUXURY
French origin remains one of luxury’s most powerful assets. Its value, however, depends on what it can still make visible: living skills, productive capacity, creative renewal and a relationship to place that clients can genuinely understand. On 14 July, it is tempting to celebrate French luxury through its most familiar symbols: Paris, Haute Couture, perfume, […]
SUMMER 2026: HOW LUXURY IS STAGING DESIRABILITY BEYOND THE PRODUCT
Theme: Summer 2026 luxury campaigns Summer is the one season when almost every premium brand reaches for the same visual vocabulary — sun, sea, stripes, terracotta light. It is also, for that reason, one of the clearest tests of singularity, and this year the pattern has had a full season to play out: some campaigns […]
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 […]