I studied business. Spent over 10 years in consulting. And somewhere along the way, I started discovering the right brain too—creating content, finding inspiration in design, in beautiful things and spaces, in how they feel, not just how they function.

I recently read that we’re all paying a kind of virtual “ugly tax”—by accepting and even praising environments that are highly efficient and functional, but devoid of beauty.
We’ve normalized sterile offices, lifeless waiting rooms, and soulless libraries. But unconsciously, they demoralize us and stifle creativity.
By tolerating ugly spaces, we’re paying a hidden cost: they drain our energy and limit our potential.

Today, success in consumer business comes less from size or budget—and more from creativity and originality. In a world overflowing with sameness, products, and information, creativity is the ultimate leverage.

So if we want to succeed in business, we need more beauty around us.
I guess what I’m really trying to say is: we need to stop treating beauty as a luxury—and start being intentional about it.

Caught my eye

Found my new kind of escapism: scrolling through the archive of Slim Aarons - a war photographer who, after WWII, made himself a promise—to only photograph attractive people doing attractive things in attractive places.

This week’s deep-dive

When in doubt, go overdressed!

Trends — what’s bubbling underneath the headlines

• Propaganda I’m not falling for

  Lately, my TikTok and Instagram feeds have been overtaken by a new trend: calling everything propaganda. From skincare routines to 9 to 5 jobs — suddenly it’s all a covert psyop. The NYT summarised this well in a piece titled “Propaganda I’m Not Falling For”, and honestly? I have a gut feeling that we were jumping too fast into labelling personal choices and pop culture moments as “manipulation.” Not everything is a narrative trap. Some things are just… normal.

• Luxury brands are making movies — and I love it

  Chanel. Prada. Saint Laurent. LVMH. They’re now investing in cinema. If that sounds random, it’s not. In an age oversaturated with product, the brands that stand out are the ones that tell stories. Big brands tell big stories. On big screens.

• …because all of us can now literally live inside the movie

  I’ve never actually watched The White Lotus, but I could spot the boho-luxe looks from season three. And now? Everyone can live inside the series.

  The Four Seasons is offering a $188,000 per person private jet experience, stopping at key filming locations across Italy and Thailand. Giving you a very convincing illusion that the main character… is you. The logic is starting to click into place: Luxury brands are investing in films → films create desire → luxury brands monetize it

• Lipstick is losing its role in the lipstick effect

  BOF argues that the so-called "lipstick index" (the idea that people buy small beauty indulgences during downturns) doesn’t hold up like it used to. Here’s my take: The effect still exists. It’s just no longer limited to lipstick — or even to beauty. Today’s $20 lip gloss competes against a $20 Erewhon smoothie, a cute $25 claw clip, a limited-edition candle. And honestly? Some of those alternatives offer better social capital per dollar spent as measured in likes and engagement.

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

• Chanel keeps investing, won’t launch menswear, and isn’t paying dividends. The brand just reported its first revenue decline since 2020. Meanwhile, the price of a Classic Flap bag has gone from $5,800 in 2019 to over $10,000 in 2025— that’s a 75% increase. Industry analysts say the brand has alienated a big chunk of its audience. I tested that on TikTok — nearly 100 people agreed.

• Rhode is coming to Sephora — and yes, this is probably the brand’s biggest test and the last missing piece on its way to a $1 billion valuation. The question now: can a brand known for its hype short-lived drops and permanent out-of-stocks manage consistent supply across hundreds of Sephora stores?
  (And yes, I made a TikTok about it as well)

• The creative director drama at Kering is finally resolved: Pierpaolo Piccioli is the new creative director at Balenciaga. The industry generally supports the move, but let’s be honest — it’s the most conservative choice among all possible options. Tension has been high, and Kering clearly isn’t taking risks right now. The music stopped and there are no empty chairs left. Everyone's staying in the Group: Demna Balenciaga → Gucci, Alessandro Michele Gucci → Valentino, Pierpaolo Valentino → Balenciaga. And as I often do when creative directors change, I asked AI to show what Balenciaga might look like under Pierpaolo Piccioli. What do you think? ⤵️

  

• The partnership we didn’t know we needed: OpenAI announced acquisition of Jony Ive’s startup io for $6.5B to develop new hardware designed for human-AI interaction. It’s as cool as it sounds. Sam Altman said the project could create $1 trillion in value from the launch of 100 million physical AI “companions.”
  Personally, I am very happy, that my AI-assistant Bent will finally get a beautifully designed body to match his little soul. Is it just me, or do you also have names for your go-to AI?

Results in 30 sec (or less)

Framework of the week

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!

• 25.05.-28.05 | Rome - Performative exhibition for the reopening of Teatro della Cometa — a “side project” of Maria Grazia Chiuri

• Starting 25.05.25 | Rome - Fondazione Valentino Garavani and Giancarlo Giammetti exhibition

• 27.05.25 | Rome - Dior Cruise Show

• Until 31.05.25 | New York City - Alexander Wang x HEYTEA Pop-Up

• Ongoing | Dubai - MAISON MARGIELA cafe

• Ongoing | Milan - Louis Vuitton restaurant & cafe

• Ongoing | Seoul - Zara cafe

Next steps

Please feel free to get in touch. I’d love to hear from you!

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