The Pre-Read

The Pre-Read

Business perspective on fashion, lifestyle and culture

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Why Fashion Never Makes Sense

Why Fashion Never Makes Sense

No Spend January, luxury wellness rebrands burnout, Gen Z stops buying (again), Arnault cools luxury optimism, Sydney Sweeney’s bras break the internet (and maybe the law), Anta eyes Puma, and celebrities turn into cap-table players

Olga Merzlyakova
Olga Merzlyakova

Archive

NewsletterNewsletter
Why Fashion Never Makes Sense

Why Fashion Never Makes Sense

No Spend January, luxury wellness rebrands burnout, Gen Z stops buying (again), Arnault cools luxury optimism, Sydney Sweeney’s bras break the internet (and maybe the law), Anta eyes Puma, and celebrities turn into cap-table players

Olga Merzlyakova
Olga Merzlyakova
NewsletterNewsletter
The Confidence Gap

The Confidence Gap

Clinical gym memberships, the automation of micro-influence, Burberry stabilizes (maybe), PE flips L’Occitane back to IPO mode, and founders go to war with funds

Olga Merzlyakova
Olga Merzlyakova
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2026 is the new 2016

2026 is the new 2016

NikeSKIMS’ weirdest shoe, Gap’s play for IP, the designer coffee and tech era, the $3.4B luxury debt crisis, and Topshop’s EU relaunch.

Olga Merzlyakova
Olga Merzlyakova
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The case for substance

The case for substance

The "grocerant" gold rush, branding your bedroom, the luxury betrayal, Olaplex’s billion-dollar round trip, the Philo pivot, and supermodels selling longevity.

Olga Merzlyakova
Olga Merzlyakova
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Out of office

Out of office

Playful fashion signals, capital reshuffles in luxury, creative director rumours, entertainment-led branding, and the era of charming everything.

Olga Merzlyakova
Olga Merzlyakova
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Why cold places create beautiful things

Why cold places create beautiful things

Asia-led luxury exits, Hermès heirs diversify, resale crowns new winners, fashion moves into real assets

Olga Merzlyakova
Olga Merzlyakova
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Notes from far away

Notes from far away

Luxury’s clubification, Alo’s luxury experiment, Black Friday’s hidden slowdown, Prada’s first post-deal decision.

Olga Merzlyakova
Olga Merzlyakova
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Reporting live from 2035

Reporting live from 2035

Alibaba’s instant retail push, eBay’s luxury rankings, Lungarno’s expansion plans, Kering’s search for the next generation of brands.

Olga Merzlyakova
Olga Merzlyakova
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Timeless by staying the same

Timeless by staying the same

Walmart and Trader Joe’s spark accessory moments, J.Crew’s pink sweater sells out, Prada and Kering rethink strategy

Olga Merzlyakova
Olga Merzlyakova
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The power of on-screen style

The power of on-screen style

TikTok Shop catches up with eBay, ABG targets Missoni, Levi’s upgrades denim, Coach courts Gen Z readers

Olga Merzlyakova
Olga Merzlyakova
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The fine line between taste and elitism

The fine line between taste and elitism

Hermès doubles down on craft, Marc Jacobs on hold, Gen Z buys scent, Chicago repurposes space, Coperni tests skin-deep innovation.

Olga Merzlyakova
Olga Merzlyakova
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Fast fashion, literally

Fast fashion, literally

Gen Z’s loyalty reset, fashion’s M&A future, LuxExperience offloads THE OUTNET, Cavalli’s wholesale pivot, Morgan Stanley’s $7B club

Olga Merzlyakova
Olga Merzlyakova
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