How Diriyah Became One of the World’s Most Inspiring Luxury Branding Projects How do you build desire for a place that doesn’t fully exist yet? That was the challenge facing Kiran Jay Haslam, former Chief Marketing Officer of Diriyah, Saudi Arabia’s $63 billion giga-project and one of the world’s most ambitious branding and destination marketing …
The reckoning nobody wants to name The luxury industry is not in a downturn. It is in a reckoning. That is the central argument of Prof. Dr. Daniel Langer, CEO of Équité and Executive Professor of Luxury Strategy at Pepperdine University and NYU — and he makes it without apology, with data, and with the …
The Death of Lazy Influencer Marketing Why this episode matters In this episode, Anastasia Shtompel explores where influencer marketing is really heading — and why the old model of paying for visibility is no longer enough. For years, brands treated creators as shortcuts to attention: one post, one audience, one campaign, and hopefully one conversion. …
A campaign that does more than generate visibility. It raises a question about the future of luxury Alo Yoga chartered a 72-meter yacht in Cannes with Alo Voyage: Wellness Club at Sea, an invite-only wellness experience built around movement, recovery, Pilates, IV therapy, lymphatic drainage and other premium services. The brand also expanded its presence …
Luxury is not disappearing. It is losing a form of ease. I do not believe in “the end of luxury.” The phrase feels too simple, almost too convenient. What is disappearing, however, is a certain ease: the kind of luxury that could rely on China, tourism, price increases, the power of the logo and the …
Saudi luxury brand creation Saudi Arabia is entering a defining moment as the Kingdom undergoes an unprecedented cultural and creative transformation. Driven by Vision 2030, Saudi Arabia is no longer only a global consumer of luxury — it is becoming a powerful originator of new luxury identities, aesthetics, and cultural narratives. From NEOM to AlUla …
The UAE has become one of the most dynamic beauty markets in the world — a region where innovation meets cultural heritage, and where new brands can scale faster than almost anywhere else.In this rapidly evolving ecosystem, founders and investors increasingly seek global partners capable of shaping brands with depth, identity, and long-term desirability. This …
Luxury, once synonymous with exclusivity, refinement, and discretion, is in crisis. Luxury brands have succumbed to the temptation of mass production, offering lower-cost products that dilute their value and identity. This relentless pursuit of growth has weakened the very essence of luxury, leading to a profound rethinking of the sector. In 2025, it is time …
In a world where technology and luxury increasingly intersect to deliver unique and memorable experiences, the launch of Apple’s new Vision Pro headset promises to redefine the interactions between luxury brands and their customers. This innovative device opens up a multitude of possibilities, allowing brands to immerse consumers in previously unimaginable universes. From advanced personalization …
In the age of TikTok, luxury brands can no longer afford to operate without direction. With over a billion users, TikTok is no longer just a trendy platform; it is becoming the main stage where the future of luxury is being shaped. In 2024, innovation on TikTok is not optional but an absolute necessity. An …