On a recent visit to the museum at Turku Castle in Finland, a display of games used centuries ago by the royal families who inhabited the castle throughout its long history caught my attention. The museum explained that the particular…
Long before an object carries a logo, a price tag, or a place on a velvet pedestal, it begins with quiet, deliberate hands. Craftsmanship is the heartbeat of true luxury—the invisible thread that separates a soulfully made creation from a…
The word luxury often brings to mind grand French fashion houses, Swiss watches, legendary hotels, or high-performance cars. However, the history of luxury began thousands of years before brands existed. Long before anyone spoke of brand strategy, marketing, or positioning,…
Every so often, a new brand emerges with high prices, a carefully crafted visual identity, and a campaign that dominates social media. It quickly receives the “luxury brand” label. However, luxury rarely stems from a high price tag or sophisticated…
There was a time when aspirational luxury seemed to be summed up in an endless succession of newly purchased handbags, sports cars, five-star hotels, and vacations in exotic destinations. For more than a decade, social media rewarded the constant display…
Beyond the price tag: deconstructing the anatomy of contemporary luxury
A reflection on the evolution of contemporary luxury, inspired by the report The State of Fashion: Face to Face With Luxury Clients, published by The Business of Fashion and McKinsey & Company. Luxury is entering a new stage For decades,…
There are those who follow trends, those who create them, and then there’s Fabien Baron: the man who designed the blank space where luxury learned to breathe. If in the last four decades you’ve bought an iconic perfume, paused before…
For years, summer marketing revolved around the idea of escape. Exotic islands, infinity pools, all-inclusive resorts, tropical cocktails, and the promise of doing absolutely nothing. Then something shifted, and the destinations people began to romanticize, as it turned out, weren’t…
Some projects are born from a brief, others from a question. This one was born from a fear. For as long as I can remember, death has fascinated me. Not only as a biological reality or a philosophical concept, but…