Happy Friday — I hope your Q4 is off to a strong start. The end of the year makes itself visible through bad weather, pumpkin spice lattes, and that familiar mix of urgency and reflection. It’s always the most intense and creative stretch of the year — tying up projects, closing deals, and planting what’s next. Last December, I made a note of things brands do particularly well at year-end — moments that drive engagement but also build connection and memory. So if you’re brainstorming ideas, here are a few that always work:

• Advent calendars 

• User summaries à la Spotify Wrapped 

• Top products or content of the year 

• Trend previews for the coming year 

• Year-end letters from the founder or team

• Cause-related partnerships or donations

• Community spotlights (showcasing customers, collaborators, partners)

• …

Caught my eye

Schiaparelli dress made of paint brushes

Trends — what’s bubbling underneath the headlines

• Butter is the new champagne
  While grocery shoppers are cutting back elsewhere, they’re spending more on premium butter, Bloomberg writes. It’s a great showcase of how affordable indulgence often outperforms austerity — and how even the humblest category can be premiumized.

• Online shopping without websites

  OpenAI has launched Instant Checkout, enabling U.S. users to buy products from Etsy directly within ChatGPT — no links, no redirects. Shopify merchants (including Glossier, SKIMS, etc.) are set to be integrated next. The “last click” no longer happens on brand’s site but in a chat interface. And that also means a new era of discoverability: if AI can rank products based on relevance, not ad spend, the next generation of breakout brands might appear organically.

• Shopping by description, not filters
  Google supposedly upgraded its AI Mode with better visual search features, letting users use natural language in searches. I’m wondering if this feature is coming to Europe anytime soon. Brands would probably reduce dependence on paid visibility — but will have more pressure to have high-quality visuals and product data that AI can actually rank.

• Religion is the opium of the people
  It’s fascinating to see how monetising belief keeps evolving. Just weeks after the first millennial saints, The New York Times reports on Buddhistcore —South Korea’s new trend of young people wearing “Shut up and meditate” T-shirts. Modern belief these days spreads not through sermons — but through merch.

• Fashion magazines becoming drop-culture thing

  Vogue, Harper’s Bazaar, and Elle are publishing fewer issues — but with higher production value and collectible appeal. In a world where content never stops, print wins by slowing down. Brands can borrow the same logic — releasing fewer, more intentional print pieces: collectible catalogues, seasonal books, or campaign magazines.

Business moves, big numbers & “wait, what?”

• Fendi’s future is very similar to its past. With Silvia Venturini stepping down as Fendi’s creative director and moving into an honorary president role, speculation is mounting over who will take the position. According to Puck, the leading candidate is Maria Grazia Chiuri — who began her career at Fendi and helped design the original Baguette bag. If confirmed, it would give LVMH a steady, proven hand at Fendi — and signal how the group continues to favor continuity over risk.

• Versace’s future wears Prada. The European Commission has officially approved Prada’s €1.25 billion acquisition of Versace’s parent company, Givi Holding, ruling that the deal poses no competition concerns in the European luxury market. The deal is expected to close by the end of 2025. Prada plans to preserve Versace’s identity while streamlining operations. Prada has been where Versace is now — about 10 to 15 years ago — and managed to turn the brand around. Let’s see if they can do it again.

• Sources say Armani has quietly approached potential buyers—including L’Oréal—about acquiring a minority stake in the fashion group, kicking off a controlled process weeks after Giorgio Armani’s death. According to his will, his heirs are required to sell 15% within 18 months, with the option to offload an additional 30–54.9% in coming years, or else consider a public listing.

Wish I were there - pop-ups,  collabs, etc.

Pencil in, book the ticket, or just follow on social media — choose your option and let’s discuss afterwards!

• 08.10-15.10.25 | Berlin - Festival of lights

• Until 20.10.25 | Tokyo - CHANEL the Galerie du 19M

• Ongoing | Singapore - The Coach Coffee Shop

Next steps

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