WHEN PRICE STOPS SIGNALLING VALUE: LUXURY’S ARCHITECTURE PROBLEM
Luxury has spent much of the past decade discovering how much pricing power it had. In 2026, a different question is becoming harder to ignore: how much of that additional value can the client still see? The distinction matters. BCG and Altagamma’s 2026 True-Luxury study found that 70 per cent of consumers had walked away […]
THE LUXURY RENTRÉE: THE COST OF TREATING EVERYTHING AS A PRIORITY
Luxury entered the summer with the first credible signs that demand was improving. September opens on a more nuanced picture. The recovery has not disappeared, but it looks more uneven than the headline numbers suggested, and the coming quarter will show how broadly it can hold. In late June, Bain & Company forecast that the […]
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 […]