The Pre-Read

Business perspective on fashion, lifestyle and culture

Featured Posts

Jun 02, 2025

The paradox of personalisation

What is really “for you,” lipstick at the races, luxury brands buying old buildings, Rhode’s billion-dollar moment, week of Taylor Swift M&A, and Airbnb becomes your new favorite store.

Olga Merzlyakova

The paradox of personalisation

What is really “for you,” lipstick at the races, luxury brands buying old buildings, Rhode’s billion-dollar moment, week of Taylor Swift M&A, and Airbnb becomes your new favorite store.

Olga Merzlyakova

NewsletterNewsletter

May 26, 2025

The case for beauty

The “ugly tax”, Slim Aarons escapism, TikTok propaganda fatigue, White Lotus lifestyle, lipstick vs Erewhon, and AI gets a body.

Olga Merzlyakova

NewsletterNewsletter

May 19, 2025

We officially live in the experience economy

Celebrity Airbnb hosts, Louis Vuitton’s chef squad, Milan’s €200k tax trick, fashion x real estate in Portugal, and why Gen Z is spending like the world’s ending

Olga Merzlyakova

LifestyleLifestyle