The Art Of Storytelling

Luxury brands provoke a sense of dream and storytelling through their advertising campaigns. It has become more and more common to see behind the scene videos or the making of a product. For example Tod’s, created a video on the inspiration behind their Tod’s Tattoo capsule collection. The video does a fantastic job in showing…

See now, buy now: Immediate Shopping

In an age in which we have immediate access to everything, it is no surprise luxury brands have decided to follow this trend. In recent years, brands like Burberry and Tommy Hilfiger have ventured into the trend of making their products available immediately after the runway show. This new practice is called see now, buy…

What is a Brand Extension?

I remember a few years ago when my friends and I went to the now closed Cavalli Club in Florence. From the leopard upholstery, to snake bar, the Cavalli Vodka bottles and the videos of the past runway shows; It was clear we were in a Cavalli world. At that time, I had no idea…

Masstige: luxury for the masses

Masstige refers to the action in which a luxury brand collaborates with a mass-market brand to produce to a collection. The word masstige comes from the combination of the two words “mass” and “prestige”. The Swedish fast fashion multinational company, H&M, began the trend of guest-designer collaborations in 2004 with Karl Lagerfeld. Since then, H&M…