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How Aesop turned intellectual rigour into a $2.5 billion brand
The cult of uncompromising discipline
Feb 7
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Tamara Belair
452
26
58
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Inside Vyrao's irresistible universe
How a fragrance house turned emotional transformation into modern luxury
Nov 29, 2025
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Tamara Belair
9
2
Return to form
L'Oréal's major acquisition, the return of Victoria's Secret, and ShopyMy's bet on curation
Oct 24, 2025
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Tamara Belair
7
1
Who makes a brand?
The creative director’s delicate role
Oct 10, 2025
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Tamara Belair
11
Heritage isn't enough
Lessons in lineage from Dior, Gap, Hermès, and beyond
Oct 3, 2025
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Tamara Belair
13
2
2
How brands create insiders
Why insiders are the ultimate moat
Sep 26, 2025
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Tamara Belair
17
4
Become your brand’s biggest asset
An introduction to founder-brand fit
Sep 19, 2025
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Tamara Belair
8
1
Labubu deserves to be more than a fad
Kasing Lung’s reclaiming of Labubu
Sep 12, 2025
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Tamara Belair
9
2
2
When a brand breaks its oldest rule
Lessons from Maison Margiela’s new brand ambassador, Vyrao’s sex-themed launch, and Burberry’s W25 campaign
Sep 5, 2025
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Tamara Belair
8
How to make a cult comeback
Gap’s denim revival, the Miu Miu girl defined, and Taylor Swift’s one-of-a-kind engagement ring
Aug 29, 2025
•
Tamara Belair
12
2
1
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