LATEST ARTICLES
The Rise of Quiet Luxury: A Branding Perspective
Big logos are not that hot in luxury right now. A new tide is rising, made of discreet elegance and understatement. Some call it quiet luxury and it’s not just about clothes: it also impacts the way brands position themselves.
Why are all fashion logos in the world becoming the same?
Why fashion logos suddenly became identical? In my opinion, it’s not because of designers’ laziness.
Fashion branding now loves stories
Something is happening, in the fashion world and specifically in the fashion brand communication: from image, fashion is becoming a story.
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SUMO has quickly become one of my favourite newsletters. Every issue leaves me with a fresh perspective on how I see my brand and the world around it.
