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E D I T O R I A L


FOMO is real. How does it work psychologically?
Why do we suddenly want something more once it disappears? Fashion FOMO may be more psychological than superficial.
Maryna Borysenko
6 days ago2 min read


The Quarter Zip Strategy at Chanel
A simple designer uniform becomes a missed — and then found — opportunity in runway storytelling. Take a note from Chanel.
Maryna Borysenko
Apr 302 min read


Random #2JourNotes on Chanel Cruise 2027 Show
Chanel drives attention now — but what does this approach cost in the long term? Chanel Cruise 2027 collection review.
Maryna Borysenko
Apr 292 min read


ReconKering: Strategy or Performance?
Beyond the strategy, what did ReconKering presentation reveal about leadership, confidence, and where the group is heading?
Maryna Borysenko
Apr 272 min read


Hermès gamble is a losing game. It will soon be over. Or not?
Hermès has heard this long before. But what, if anything, has actually changed?
Maryna Borysenko
Apr 32 min read


Vans Shoes: Don’t Make the Client Work to Understand The Product Online + Find 10 Differences Game
Why do many websites still make it so hard to read basic product information?
Maryna Borysenko
Apr 11 min read


Chanel Has Executed A Playbook To Learn From. What Are The Grey Areas?
Chanel SS2026 by Matthieu Blazy launch drove queues and hype. But what happens after the purchase?
Maryna Borysenko
Mar 312 min read


This Is Not Chanel: Customer Opinions, And How Brands Should (Or Should Not) Work With Them
Where should brands draw the line between listening to clients and trying to control them? Two Chanel client cases.
Maryna Borysenko
Mar 302 min read


Chanel Heritage No Longer Holds Its Shape?
A Chanel tweed jacket — the house’s ultimate signature — and it doesn’t hold its own shape. When the icon stops holding, what’s left?
Maryna Borysenko
Mar 282 min read


Random #2JourNotes On ZARA After The Buzz Around The Galliano Partnership
Zara x Galliano sparked debate. I had all sorts of thoughts about Zara because of the spotlight.
Maryna Borysenko
Mar 252 min read


How Jonathan Anderson dismisses Jane from Inverurie and someone on a sofa in Nebraska instead of focusing on Dior
Watching Jonathan Anderson speak for his latest interview, I found myself focusing less on Dior — and more on how he handles criticism.
Maryna Borysenko
Mar 232 min read


Choose Your Fighter / High Waist vs. Low Waist: My Thoughts on Christian Dior & Chanel Offering
Dior experiments but struggles with execution; Chanel standardizes and sells. Whose approach is winning in today’s retail reality, and what is my choice?
Maryna Borysenko
Mar 182 min read


Celine’s Problem With Forced Cool
Celine pushes “cool” through repeated styling tricks — pulled collars, tucked trousers — but the forced carelessness distracts from the clothes.
Maryna Borysenko
Mar 132 min read


Who nailed festive-mood communication? My top picks for 2025 best practices.
Discover which brands brought true holiday magic to life at the end of 2025 year.
Maryna Borysenko
Nov 26, 20251 min read


From #2JourIdea List: Disposable Face Towels with a Logo
A new beauty trend: branded disposable face towels — a hygienic, luxe skincare essential no one’s capitalized on yet.
Maryna Borysenko
Nov 13, 20252 min read


Cut Above: Decoding the Debut of Matthieu Blazy at Chanel
How will Blazy’s boxy vision age — fleeting trend or lasting code of modern Chanel? Chanel SS26 review.
Maryna Borysenko
Oct 7, 20252 min read


Dior in Transition: Who Is Anderson’s Woman?
Dior SS26 review — first collection by Jonathan Anderson: bold shifts, safe choices, and open questions.
Maryna Borysenko
Oct 2, 20253 min read


The Art of the Debut: How Brands Communicate New Creatives
Debut strategies in luxury fashion: what works, what fails, and why timing defines success.
Maryna Borysenko
Sep 28, 20252 min read


Delvaux has landed on Mytheresa
Discover why Delvaux’s debut on Mytheresa shakes up luxury retail, echoes Bvlgari’s move, and what it means for brand exposure.
Maryna Borysenko
Jun 6, 20252 min read


A few thoughts on Chanel
Chanel 2024 financial results: dive into its brand spend, Chanel 25 buzz, price-hike fallout, RTW success, menswear & more.
Maryna Borysenko
May 21, 20253 min read


Weekend readings (1)
Weekend review of the Financial Times: thoughts on luxury’s zero-sum logic, mimetic desire, brand strategy, and media placement.
Maryna Borysenko
May 10, 20252 min read


Bernard Arnault Wants to Stay at the Helm of LVMH Until 85
Bernard Arnault, now 76, eyes staying on as CEO of LVMH past 80—investors to vote on raising the age limit to 85.
Maryna Borysenko
Mar 12, 20252 min read


Is Fashion Losing Itself in the Experience Era?
Maison Alaïa’s new Paris flagship blew me away, but it made me wonder: are bold spaces and experiences stealing the spotlight from fashion?
Maryna Borysenko
Jan 22, 20252 min read


No Lines, Just Stars, or Luxury Shopping Today
Luxury shoppers are having a field day comparing notes.
Maryna Borysenko
Jan 12, 20251 min read
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