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Fashion is not about luxury. Hermès never uses the word, nor does Porsche. An in-depth analysis of many fashion/luxury brands reveals a paradoxical absence of the word “luxury”.  The word “luxury” is connected with scarcity and exclusivity, thus being the privilege of a very specific demographic. But clever fashion/luxury brands do not want to limit […]

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Every eligible person in the kingdom hoped to be picked by Prince Charming. No one knew what Prince Charming’s selection criteria were as he went from door to door. The criterion was arbitrary – shoe size. And, somehow, Prince Charming managed to skip all those hundreds of houses where he could have found several perfectly […]

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Industry means depersonalising and replacing human agency with processes, policies, efficiency and replication. This is the definition of industry.  The wedding “industry” occasionally focuses more on the industry part, not the wedding part. I have been lucky this year to have worked only with creatives who focus on the wedding part. This is the people […]

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On one hand there are those clients who want you to do the standard. On the other side of the spectrum there are the clients who challenge you to do better work, are proud they hired you and they trust you enough to allow you the benefit to disagree with them. How do we get less of the first and more of the second?

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