The Pre-Read

Business perspective on fashion, lifestyle and culture

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Jul 28, 2025

It’s difficult to influence one person, but very easy to manipulate masses

Labubu sells out, LVMH sells off, private jets, Reddit ghostwriters, and why tax-free tourists now skip London

Olga Merzlyakova

It’s difficult to influence one person, but very easy to manipulate masses

Labubu sells out, LVMH sells off, private jets, Reddit ghostwriters, and why tax-free tourists now skip London

Olga Merzlyakova

NewsletterNewsletter

Jul 21, 2025

The secret of infinite productivity

Texting the customer, low-cost fashion offline, toys become fashion, Rick Owens provokes, Substack monetizes, and LVMH goes quiet.

Olga Merzlyakova

NewsletterNewsletter

Jul 14, 2025

Made It to 10 — Thanks to You!

Pilates for bros, parkas in July, Substack goes mainstream, Meta sees through your glasses and AI gets a face

Olga Merzlyakova

NewsletterNewsletter

Jul 07, 2025

The most important business decision is who you marry

AI stylists, coolcations in Helsinki, PE loves music, tennis gets luxe, and LVMH builds its media empire.

Olga Merzlyakova

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Jun 30, 2025

Postcard from Toscana

Eurosummer is real, Aman goes fashion, The Row wins the quiet race, Cavalli wants out, Staud raises up, and AI goes shopping for you.

Olga Merzlyakova

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Jun 23, 2025

Sincerity as always in style

FIFA goes fashion, Montblanc goes fashion, Selfridges goes private, Van Cleef is publishing books and Mulberry is raising cash

Olga Merzlyakova

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Jun 16, 2025

One thing that separates successful people from everyone else

Retail as ritual, counterfeits as politics, handbags as investments, Chanel’s circular play, VS gets a poison pill, and ex-Expedia CEO Peter Kern buys lingerie.

Olga Merzlyakova

NewsletterNewsletter

Jun 09, 2025

Friendship, but make it a business model

Leaving the consulting bubble, hotel merch becomes high fashion, podcasts become brand assets, Balenciaga x Britney, Chanel bags on subscription, and Dior’s creative marathon.

Olga Merzlyakova

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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

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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

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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