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Where did the money go?

Where did the money go?

Gucci bets on jewelry, Dior brings spa to the U.S., Saks gives luxury a voice, mid-tier brands steal the luxury playbook, and investors still love a good cost cut.

Olga Merzlyakova
Olga Merzlyakova
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The new celebrity class

The new celebrity class

Coach’scoffee funnel, Oreo’s anxiety spiral, Bogner goes to the gummy bears, Figma’s IPO, and how a golf putter brand just became private equity’s latest obsession.

Olga Merzlyakova
Olga Merzlyakova
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It’s difficult to influence one person, but very easy to manipulate masses

It’s difficult to influence one person, but very easy to manipulate masses

Labubu sells out, LVMH sells off, private jets, Reddit ghostwriters, and why tax-free tourists now skip London

Olga Merzlyakova
Olga Merzlyakova
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The secret of infinite productivity

The secret of infinite productivity

Texting the customer, low-cost fashion offline, toys become fashion, Rick Owens provokes, Substack monetizes, and LVMH goes quiet.

Olga Merzlyakova
Olga Merzlyakova
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Made It to 10 — Thanks to You!

Made It to 10 — Thanks to You!

Pilates for bros, parkas in July, Substack goes mainstream, Meta sees through your glasses and AI gets a face

Olga Merzlyakova
Olga Merzlyakova
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The most important business decision is who you marry

The most important business decision is who you marry

AI stylists, coolcations in Helsinki, PE loves music, tennis gets luxe, and LVMH builds its media empire.

Olga Merzlyakova
Olga Merzlyakova
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Postcard from Toscana

Postcard from Toscana

Eurosummer is real, Aman goes fashion, The Row wins the quiet race, Cavalli wants out, Staud raises up, and AI goes shopping for you.

Olga Merzlyakova
Olga Merzlyakova
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Sincerity as always in style

Sincerity as always in style

FIFA goes fashion, Montblanc goes fashion, Selfridges goes private, Van Cleef is publishing books and Mulberry is raising cash

Olga Merzlyakova
Olga Merzlyakova
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One thing that separates successful people from everyone else

One thing that separates successful people from everyone else

Retail as ritual, counterfeits as politics, handbags as investments, Chanel’s circular play, VS gets a poison pill, and ex-Expedia CEO Peter Kern buys lingerie.

Olga Merzlyakova
Olga Merzlyakova
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Friendship, but make it a business model

Friendship, but make it a business model

Leaving the consulting bubble, hotel merch becomes high fashion, podcasts become brand assets, Balenciaga x Britney, Chanel bags on subscription, and Dior’s creative marathon.

Olga Merzlyakova
Olga Merzlyakova
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The paradox of personalisation

The paradox of personalisation

What is really “for you,” lipstick at the races, luxury brands buying old buildings, Rhode’s billion-dollar moment, week of Taylor Swift M&A, and Airbnb becomes your new favorite store.

Olga Merzlyakova
Olga Merzlyakova
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The case for beauty

The case for beauty

The “ugly tax”, Slim Aarons escapism, TikTok propaganda fatigue, White Lotus lifestyle, lipstick vs Erewhon, and AI gets a body.

Olga Merzlyakova
Olga Merzlyakova