I hope you’re coping with the heat wherever you are. The best line I saw somewhere (can’t remember where, so no proper credit — but it’s absolutely my kind of humor, sorry): you know it’s a real heatwave when searches for fans overtake OnlyFans. Last week, they clearly did — at least across most of Europe.

I spent the first two days of last week in Florence and left genuinely inspired by this country of craftsmen. If you go, I’d highly recommend adding the Ferragamo Museum to your itinerary. It’s housed inside a historic palazzo just a block from Palazzo Vecchio — and part of the brand’s HQ. I was genuinely impressed by the technical innovation in shoemaking, design, materials, and of course sales that Salvatore Ferragamo pioneered.

One story that impressed me most was about his wife, Wanda. She married Salvatore at 18 and outlived him by nearly 60 years. And during all that time, she remained deeply committed to the company first as a CEO, then as a Honorary President — turning it from a shoemaker’s atelier into the full-scale fashion house her husband had dreamed of but didn’t live long enough to build. I love brands with a personal story — and this one’s a great example of something I’ve heard often: the most important business decision might just be who you marry.

Caught my eye

Trends — what’s bubbling underneath the headlines

• Private equity’s new favorite playlist

  Bain and Warner Music just launched a $1.2B JV,  starting with a bid of $300 million for the Red Hot Chili Peppers’ catalogue. The goal to build a portfolio of “iconic, culturally relevant music” with long-term value. This move taps into a booming market: since 2019, over $20 billion has been poured into music rights by PE companies like Blackstone, Apollo, KKR, and Brookfield. It’s part of a broader trend: music rights are becoming an asset class, and far less volatile than tech.

• Luxury loves tennis
  Couple weeks ago was F1. Then golf. Now tennis. High-end brands are racing to attach themselves to whatever sport holds audience attention and cultural credibility. Gucci, Louis Vuitton, Bottega Veneta — all deepening ties with tennis through player deals and event activations. But while the men’s circuit is crowded, the women’s tour remains a white space.

• AI as fast fashion’s new engine
  Mango just launched an AI-powered stylist that recommends outfits based on your past purchases, browsing habits, and style tags. It lives inside the app and suggests full looks — not just items. But let’s be honest: this isn’t really about style. It’s statistical merchandising in disguise. The real goal - fewer returns, faster checkouts, and better sell-through.

• Waldorf Astoria goes Nordics
  Waldorf Astoria announced its first hotel in the Nordics — opening in Helsinki in 2025. It’s part of a wider “coolcation” trend: luxury hospitality is eyeing northern Europe as the next summer playground. As Mediterranean hotspots overheat (literally and figuratively), the Nordics are becoming the new escape. I expect more hotel openings, more restaurant launches, and more fashion pop-ups in places once considered too cool to care.

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

• Armani takes a hit — and doesn’t panic. Profits dropped 24% last year, but instead of cutting back, Armani increased investments by nearly 100%. No panic. “Avoiding immediate gains is the best strategy for long-term success,” he said. Maybe that’s the true luxury of being independent brand — staying calm when everyone else is reactive.

• Smythson gets scooped up. Oakley Capital just acquired heritage brand Smythson — despite its £6.7M loss last year. But as I’ve been writing here for a while, in 2025, heritage is the asset. You can fix margins. You can’t fake legacy.

• LVMH buys L’Opinion and L’Agefi. Another media move from the house of Arnault — acquiring full control of Bey Médias and adding to a portfolio that already includes Les Échos, Le Parisien, and Challenges. But this isn’t about profit. Luxury groups are becoming their own cultural infrastructure — shaping not just taste, but public opinion. It’s a familiar playbook: from Rupert Murdoch to Jeff Bezos to Elon Musk, industrial empires have long used media to steer the conversation. Now, luxury ones are doing it too.

• The H&M family buys more H&M. H&M’s founding family has been quietly ramping up share purchases in recent weeks, now owning over 64% of shares and controlling 83% of voting rights. The stock’s been trading low, margins are under pressure. It’s either a vote of confidence… or a move to consolidate control before making bigger changes.

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!

• Until 08.07.25 | Berlin - Harry Nuriev pop-up sound installation

• 18.07.-19.07.25 | Paris - Le Jardin Valentino pop-up

• Until 10.07.25 | Paris - Karl Lagerfeld's couture exhibition of Chloé

• Until 13.08.25 | Rome - Dolce & Gabbana’s “From the Heart to the Hands” Exhibition

• Until September 2025 | London - Diptyque’s Summer Fruit Garden experience

Next steps

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