How Aesop turned intellectual rigour into a $2.5 billion brand

The cult of uncompromising discipline

Feb 7 • Tamara Belair

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15

33

November 2025

Inside Vyrao's irresistible universe

How a fragrance house turned emotional transformation into modern luxury

Nov 29, 2025 • Tamara Belair

8

2

October 2025

Return to form

L'Oréal's major acquisition, the return of Victoria's Secret, and ShopyMy's bet on curation

Oct 24, 2025 • Tamara Belair

5

Who makes a brand?

The creative director’s delicate role

Oct 10, 2025 • Tamara Belair

10

Heritage isn't enough

Lessons in lineage from Dior, Gap, Hermès, and beyond

Oct 3, 2025 • Tamara Belair

13

2

2

September 2025

How brands create insiders

Why insiders are the ultimate moat

Sep 26, 2025 • Tamara Belair

16

4

Become your brand’s biggest asset

An introduction to founder-brand fit

Sep 19, 2025 • Tamara Belair

8

1

Labubu deserves to be more than a fad

Kasing Lung’s reclaiming of Labubu

Sep 12, 2025 • Tamara Belair

8

2

1

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 • Tamara Belair

8

August 2025

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

April 2025

The devil wears Versace now

Prada Group is taking an L to build the next Italian fashion conglomerate, plus a peek into the creator economy

Apr 11, 2025 • Tamara Belair

3

À la poubelle

Why creators might be the ultimate case for brand-led businesses, and how we’ll actually grow this thing

Apr 4, 2025 • Tamara Belair

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1