Opinion
POV-driven analysis and commentary on what's happening in the industry.
All Posts
Culture
+1
Haaland and the last believable luxury
He's the story of this World Cup. So why can't anyone stop talking about his $5 hair tie?
Jul 8, 2026
Opinion
+1
Your brand is probably invisible to half your customers right now
How AI quietly became the front door to discovery—and why most brands haven't walked through it yet.
Jul 2, 2026
Culture
+1
The fantasy of the simple life
Agritourism, digital detox retreats and gardening-themed plates are selling us a return to the land. What we're actually paying for is an afternoon without anyone saying "automated workflow."
Jul 1, 2026
Culture
+1
Everyone is watching something else
The internet split culture into a billion private editions, then convinced each of us we were reading the front page.
Jun 24, 2026
Culture
+1
From Rolex to TAG Heuer: How LVMH took formula 1's time
Rolex spent a decade timing Formula 1 quietly. LVMH paid double to make sure you'd notice. The handover says less about watches than about us.
Jun 17, 2026
Culture
+1
Sardinia and the hyperlocal code
A shopkeeper who names her pasta in Sardinian first, a farmer with no address, and what big brands keep getting wrong about local.
Jun 11, 2026
Culture
+1
Even sleep is a project now
Wellness used to be about feeling better. Now it's about doing more. From mouth tape to sleep scores, a new culture of self-optimisation has turned even rest into another task on the to-do list.
Jun 2, 2026
Culture
+1
The epidemic of sameness: when brand collaborations became substitutes
Crocs put donuts on your feet. Arc'teryx put fireworks on a Tibetan mountain. Wuthering Heights got a Maude candle that smells like the moors.
May 28, 2026
Opinion
+1
Human taste will save your brand soul
Why the brands that matter next will be the ones that couldn't have been prompted into existence.
May 21, 2026
Culture
+1
4 women were right about something small. Then it sold for billions.
Corporations could replicate it in a lab by Tuesday. They paid anyway. So what were they actually buying?
May 20, 2026
Culture
+1
Meet the Gredes: the power couple building modern luxury’s infrastructure
While the headlines chase celebrity, Jens and Emma Grede are building the infrastructure that converts that attention into a machine for scaling relevance into value globally.
May 12, 2026
Opinion
+1
The $20 smoothie and the weaponization of wellness
A $6.8 trillion industry built on ancient practices, a growing class divide, and an empty space that neither side of the market has figured out yet.
May 7, 2026
Culture
+1
Blake Lively: Anatomy of a slow-motion fall
When a perfectly curated image starts to slip, everything that once felt under control begins to unravel. For years, it all seemed seamless—until it didn’t. This is how a fall unfolds in real time.
May 6, 2026
Culture
+1
LUX: Rosalía’s stage as a living gallery of art and power
The Spanish artist whose shows sell out in minutes has created a paradox: a mass spectacle that functions as legitimate fine art without ever stopping being a concert.
Apr 29, 2026
Opinion
+1
Stop copying campaigns. Start stealing questions.
You know the meeting. Someone spent the weekend scrolling. By Monday morning they'd already decided what they wanted to look like.
Apr 21, 2026
Culture
+1
What the Biebers actually built at Coachella
While the internet debated Justin’s set, Rhode quietly ran a parallel play — turning Coachella into a multi million dollar brand moment for the couple.
Apr 21, 2026
Culture
+1
Skin doesn't lie, even when your brands did
How K-beauty didn't just change what we put on our faces — it changed what we demand from any brand that asks for our trust
Apr 15, 2026
Culture
+1
The new rule of beauty: don't look done, don't admit It
On the quiet rise of surgical results and the language designed to hide them.
Apr 9, 2026
Design
+1
The runway heist: stealing soul for your packaging mockups
What Moschino's "Argentina" runway can teach about the difference between packaging that looks expensive and packaging that feels alive.
Apr 7, 2026
Culture
+1
The end of Noma's controlled narrative
René Redzepi spent twenty years building the mythology of the world's greatest restaurant. It took thirty-five former employees to dismantle it.
Apr 2, 2026
Culture
+1
The culture of cancellation has a sequel
The internet that destroys a reputation in 72 hours is the same internet that documents the comeback. It was always building the audience for both.
Mar 25, 2026
Culture
+1
Your algorithm and the manosphere have more in common than you think
Louis Theroux went inside the manosphere and found lonely young men being sold significance by salesmen. The uncomfortable part isn't what he found. It's how familiar the model looks from the outside.
Mar 18, 2026
Opinion
+1
Athletes stopped being the product. They became the platform.
From David Falk's 1985 royalty clause to Flau'jae Johnson's equity stake — why the commercial relationship between brands and human attention is being permanently repriced.
Mar 12, 2026
