Gucci to Title Alpine From 2027 Luxury’s Boldest Move Into Formula One Yet
Alpine and Gucci join forces, bringing luxury fashion to the forefront of motorsport.
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Nike’s Copenhagen Marathon Mind Space How Sunst Studio and TDM.Space Turned an Expo Booth Into a Sensory Story
The Copenhagen Marathon booth by Sunst and Uncanny Valley Studio offered immersive experiences, blending interactive zones with real-time imagery and short-form videos.
CHANEL’s Métiers D’art 2026 Campaign Turns New York Into a Playground For Matthieu Blazy’s Many Heroines
From leopard-print headpieces to intricate tweeds, the collection showcases a harmonious blend of couture and culture, highlighting the diverse talents of models like Anok Yai.
Why Jean Paul Gaultier Chose Tess McMillan as The Face of La Belle Rosea
Tess McMillan, a Gaultier icon, embodies the spirit of La Belle Rosea with her unique beauty and modern charm.
Fifty Seals, One Siren How Alexander Wang Turned a Beijing Night Into a Community Made Bag
Through community-driven branding and authentic collaborations, the Siren bag appeals to younger, culture-led consumers in China, creating a unique and lasting connection.
Emporio Armani’s EA City Frames Returns in Athens With a Newly Redesigned Solonos Street Boutique
For three days in Milan, #ISeeYou turned Piazza San Babila and the Armani Exchange Milan flagship store into a live, evolving gallery of faces, stories and identities, with portraits appearing in real time across digital and in store screens. Shot by photographer Davide Mandolini, the project…
Muitomas Turns Milan’s Piazza Gae Aulenti Into a Rubik’s Cube Pop Up
Piazza Gae Aulenti hosts an engaging Rubik's Cube pop-up, featuring a full collection and exclusive yellow capsule.
Why Luxury Brands Are Spending Billions to Put Their Logo on a Race Car
This strategic pivot to sports marketing highlights the necessity of aligning brand values with market demands.
Why Retail Brands Need Better Product Education Before the Sale
There is a gap in how most retailers think about the purchase journey. A tremendous amount of attention and budget goes into getting people to the product through search advertising, social media, influencer placements, and retargeting. Considerably less goes into…
Magnum Goes Luxe What Small Treats Reveal About Consumers in Crisis
Mass brands are behaving more like luxury houses, and that is not a coincidence. When Magnum stages premium ice cream and smoothie activations in places like Hangzhou while consumers are openly “tightening their belts,” it reveals two powerful shifts at once: the banalisation of luxury and the…