Weekend review of the Financial Times: thoughts on luxury’s zero-sum logic, mimetic desire, brand strategy, and media placement.

How labels can enhance a brand: telling stories, building loyalty, and sparking interest. Bottega Veneta example + further ideas.

Why Loro Piana should share the purpose behind its packaging, cedarwood ball, — and how that small gesture can build lasting loyalty.

Three years ago Chloe x Fusalp ski capsule set the bar for stylish skiwear. Here’s my wishlist for apres ski luxury fashion collaborations.