The Pre-Read

The Pre-Read
Archive
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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

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Jan 12, 2026

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

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Dec 22, 2025

Out of office

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

Olga Merzlyakova

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Dec 15, 2025

Why cold places create beautiful things

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

Olga Merzlyakova

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Dec 08, 2025

Notes from far away

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

Olga Merzlyakova

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Dec 01, 2025

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

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Nov 24, 2025

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

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Nov 17, 2025

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

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Nov 10, 2025

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

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Nov 03, 2025

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

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Oct 27, 2025

Product placement hits a new level

Aritzia’s digital boutique, Deloitte’s trust shift, OpenAI’s search play, McQueen’s restructuring era, Advent’s $2B perfume bet, Fenty’s celebrity cash-out

Olga Merzlyakova

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Oct 20, 2025

Why Nostalgia Still Wins

Luxury’s resale reckoning, Belmond’s scenic bet, Outdoor Voices’ lifestyle play, Kering’s $4B beauty exit, EU fines for price control, Chalhoub’s designer gamble

Olga Merzlyakova

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