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The rise of irrational consumers

The rise of irrational consumers

Community loses meaning, identity replaces demographics, Estée Lauder eyes Puig, family capital doubles down on hospitality, and Herbalife tries to buy its way into premium wellness.

Olga Merzlyakova
Olga Merzlyakova
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The moment finds you

The moment finds you

Luxury rebounds, tech builds stores, fast fashion hires couture, and AI starts designing beauty while Kering pivots to jewelry.

Olga Merzlyakova
Olga Merzlyakova
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When the World Feels Unstable, What Do We Choose to Wear?

When the World Feels Unstable, What Do We Choose to Wear?

Gen-Z goes to the mall, the consumer splits in two, AI runs Zalando, and Cavalli may go corporate

Olga Merzlyakova
Olga Merzlyakova
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Fashion’s Unpaid Influencer

Fashion’s Unpaid Influencer

Specialists are catching Nike, the solo economy is booming, a candy company is buying Missoni, Prada is rebuilding Versace — and Mango keeps growing without its founder.

Olga Merzlyakova
Olga Merzlyakova
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From Licking Knives to Running the World

From Licking Knives to Running the World

Search is becoming Reddit, homes are becoming clinics, retail is becoming scroll, celebrities are becoming founders — and legacy empires are tightening their grip.

Olga Merzlyakova
Olga Merzlyakova
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Perfection Is Out. Real Life Is In.

Perfection Is Out. Real Life Is In.

Algorithms shop, designers leave luxury, eBay buys Depop, Pat McGrath restructures, and Ssense gets a second life.

Olga Merzlyakova
Olga Merzlyakova
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Something I've been sitting with

Something I've been sitting with

Erewhon x med spa, GEO wars, Starbucks fashion strategy, Cardi’s hair bet, Hermès vs GDP, De Meo effect

Olga Merzlyakova
Olga Merzlyakova
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Imperfect in Public

Imperfect in Public

Anxiety Arbitrage defines 2026 consumers, premium fashion gets squeezed, Wella eyes an IPO, creator brands grow up, and Gulf capital reshapes Italian luxury.

Olga Merzlyakova
Olga Merzlyakova
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Why Fashion Never Makes Sense

Why Fashion Never Makes Sense

No Spend January, luxury wellness rebrands burnout, Gen Z stops buying (again), Arnault cools luxury optimism, Sydney Sweeney’s bras break the internet (and maybe the law), Anta eyes Puma, and celebrities turn into cap-table players

Olga Merzlyakova
Olga Merzlyakova
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The Confidence Gap

The Confidence Gap

Clinical gym memberships, the automation of micro-influence, Burberry stabilizes (maybe), PE flips L’Occitane back to IPO mode, and founders go to war with funds

Olga Merzlyakova
Olga Merzlyakova
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2026 is the new 2016

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
Olga Merzlyakova
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The case for substance

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
Olga Merzlyakova