Redefining the concept of beauty: from anti-aging to ageless

In the last few years we are seeing more and more beauty brands choosing models over 50 to represent their products; a trend that could not have existed a decade ago, when society was dominated by the desire of being young at all costs and twenty-something models were hired to sponsor anti-aging creams intended for older women.

Nowadays leafing through the pages of magazines, we can see women who are definitely more real, natural, reassuring and more representative of their age, confident in showing themselves with all their flaws.

Isabella Rossellini by Peter Lindbergh as the Lancôme’s Global Brand Ambassador

The clearest example of this trend is symbolized by the business relationship between Italian actress Isabella Rossellini and Lancôme. Back in the 1980’s, Isabella was the highest-paid model in the world and the face of Lancôme’s advertisings for 14 years, until at 40 she was fired because considered too old to embody the women’s dream of youth. In 2016 the beauty brand announced it was hiring Isabella again, to the great astonishment of the media, taking up a more inclusive philosophy and making her its new global ambassador.

Isabella Rossellini for the Rénergie Multi-Glow campaign by Lancôme

Just like Lancôme, L’Oréal has been a pioneer in proposing mature models in its campaigns (like Jane Fonda, Diane Keaton, Helen Mirren, Andie MacDowell, Julianne Moore and Ines de la Fressange). Some make up brands are also going in this direction, such as NARS with Charlotte Rampling and Tilda Swinton, MAC with Iris Apfel, Marc Jacobs Beauty with Jessica Lange, CoverGirl and Maye Musk. The list could go on.

Helen Mirren for L’Oréal Paris Age Perfect

Women know they will not be young forever and they just want to feel good in their skin rather than hiding themselves. Brands have captured this awareness and have translated it into a more realistic vision of older women. If we imagine that in the next two years women over 60 will represent the 15% of the global population, this new approach to aging is a very clever way for brands to sell their products.

Seeing the picture of a 60 year old woman in advertising campaigns is comforting also for younger girls, who can identify with a future version of themselves, and don’t think of aging as something scary and to fight. It seems like we are going through a process of acceptance that is very encouraging, making room for improving what a woman already has instead of erasing what she has gained through the experiences of a lifetime.

Anna K. for the #whatsyourthing makeup campaign by M.A.C Cosmetics

We are also witnessing a change of vocabulary when speaking of cosmetic labels. Sure enough, the words used to describe the effects of beauty products are fresh, positive, encouraging and less judgmental, negative and tough: now more and more creams and serums are plumping, bouncing, nourishing, brightening and glowing instead of antiwrinkles and antiimperfections.

All of this seems to whisper to women of all ages to embrace, accept and don’t fight who they are, living life in a more serene way.

photo credits:

by Anna D’Agostino

Navigating the minefield of cultural appropriation in the fashion system

Cultural appropriation for design inspiration has always been a normal process in the Fashion industry but has recently become a hotly disputed practice that often backfires. 

Times have changed and, for instance, Yves Saint Laurent’s peasant collections would now be criticized on social media for stealing from another culture. 

The phenomenon of cultural appropriation is defined as a “sociological concept which views the adoption or use of elements of one culture by members of a different culture as a largely negative phenomenon.” 

Despite the hype around the theme and all the complaints from people illegitimately “culturally robbed,” brands and Fashion designers still claim that being able to express themselves is more important than the consideration of the culture they are “stealing” from. 

On the other hand, fashion acts as a vehicle of self-expression and fosters the exploration of creativity across industries, as the well-known designer Marc Jacobs said, “To me clothing is a form of self-expression; there are hints about who you are in what you wear” .

In a time when information is just a few clicks away, there is no longer any excuse not to fully understand the symbolic codes of the items that inspire fashion companies. 

All the people working in the fashion system need to fully understand the real values and traditions behind the symbols that they are using in their collections; It is not enough to believe you are “honoring” another culture through your use of their symbolism and style. 

No people have been exploited more extensively for inspiration than the Kenyan tribe of the Maasai. More than a thousand companies sell a wide range of products from clothes to cars that use the name Maasai or utilize cultural symbols of the tribe. No one ever thought of asking permission. Some brands have even asserted legal ownership over the Maasai name and symbols by registering them as a trademark. 

Several brands and their designers have been overwhelmed by scandals regarding cultural appropriation in the design and concept of their items and fashion shows. 

Marc Jacobs presented for his SS17 runway show a cyber goth-inspired look in which all the models wore candy-coloured dreadlocks that received thousands of bad reviews, especially on social media. The designer initially rejected all the critics and has now recently come around to admitting that the dreadlocks were nonsense and insensitive. 

Another high-profile case regards the recent Dior campaign presented May 2018 featuring the Hollywood actress Jennifer Lawrence; The French fashion house was accused of cultural appropriation because the collection was entirely inspired by Mexican culture, in particular by escaramuza charra that is a typical Mexican sport that features a group of women on horseback, yet did not include any actual Mexicans. 

One of the brands that has faced the most backlash and accusations of cultural appropriation is Victoria’s Secret, the well-known lingerie label, starting from 2010 until right up to the recent runway show. 

People were offended multiple times over the years because of the indigenous-inspired looks worn by the models seemed to exploit and fetishize the culture. 

More recently, luxury brands such as Gucci, Balenciaga, Dior and Versace were accused of presenting in their SS18 runway shows the hijab just as a pure fashion accessory rather than a real religious choice. 

Due to the accelerated oscillation of fashion trends, production demands and the crucial role of brand loyalty, companies and designers are now under a growing social spotlight and for this reason they must be really careful about not confusing cultural inspiration with cultural appropriation.

Photo credits

Annalisa Manobianca




Picasso and the Minotaur

By Miranda Bud


What do Picasso and the Minotaur have in common? At first glance you may say nothing, however the exhibition at the Palazzo Reale in Milan will show you otherwise. The exhibition aims to highlight the way in which Picasso was deeply inspired throughout his life by the stories of metamorphosis. The exhibition is a good way to experience art and brush up on some ancient mythology, and who doesn’t love nymphs and satyrs?

Continue reading “Picasso and the Minotaur”

Welcome to Tequila

Many people may not know that Tequila, the famous spirit, is named after the place where it was originally produced. Tequila is a small “magical” Mexican village in the region of Jalisco where most of the producers have set up their own haciendas.  

Brands offer tours inside their buildings so that visitors can get to know their story and to demonstrate how the spirit is produced. They offer a detailed explanation of how the tequila is made, and of course giving the opportunity to taste it as well. Customers have the chance to try the pure Tequila that is about 50% proof, which cannot be sold legally because it exceeds the 38/40-degree limit.

When you visit Tequila, don’t miss the chance to try another tasty drink that is not a Margherita. Its name is Cantarito, it is a made of tequila, orange juice, ruby grapefruit juice, squeezed lime juice, salt and pink grapefruit soda often served as a disposable take away container made of ceramic.

Would you like to have the experience of travelling through an amazing landscape of agave fields, or visiting a tequila distillery? Well, you can travel on board the Tequila Express. It’s a regional train service operating from Guadalajara to Tequila that began in 1997. It gets its name from the tequila tasting during the journey, and Mariachis (Mexican traditional musicians) show up on board to play their music allowing travellers to be immersed in the Mexican culture.

Tequila did not start out as a luxury drink. The spirit comes from a plant called blue agave (the same plant that gives us another spirit called Mezcal). Basically, producers take the “Piña”, that is the body of the plant, and burn it.

It was first discovered by the Spanish conquistadores, who used it as a replacement to drink since they ran out of brandy. That’s why they successfully tried to get a new spirit from the agave plant. So, we should thank them for this precious gift they kindly provided us.

Among the best tequila brands, we have Don Julio and Josè Cuervo, that was the first one to receive the license to produce Tequila in 1795. They collaborate frequently with local Mexican artists to produce particular and extravagant labels and packaging. This particular collaboration makes their products rare and particularly suitable for collections.   

Tequila is now turning into a luxury drink. LVMH, famous world leader in high quality products, has added a a tequila brand to its collection. It is called Volcan de mi tierra, and It is produced in the Tequila area in Jalisco. They use two different kind of blue agave and it is burnt into a stone oven.

So, what are you waiting for? If you want to have an amazing experience, surrounded and enchanted by beautiful blue flowers, while tasting one of the most paradisiacal drinks ever. Tequila is the perfect place for you.

Cristiano Amato

Photo credit:





Coolest places to ski, eat and party in Gstaad

Gstaad is one of the most exclusive winter destinations, and its reputation as an luxurious playground for the jet-set is global. No place melds ski and luxury like whimsical Gstaad, its effortless elegance can be both modern and traditional. 

 Brigitte Bardot and Gunther Sachs walk their dog in Gstaad in 1967. Photograph: Bettmann/Corbis

In Gstaad everything rhymes with luxury, even the basic shops seem to display luxurious objects. The Swiss destination is belovedby many VIPs, from Valentino Garavani to Brigitte Bardot…and although the marvelous slopes, the dog sledding on Glacier 3000, the ice rink, the polo club and so on… winter sports do not seem to be the favorite pastime. 

Having just returned from the whimsical winter wonderland here’s my top ten places to enjoy in Gstaad



Without a doubt the Golden Pass Railway is the chicer way to travel to Gstaad. This posh train will lull you to sleep into its opulent carriages known for their glass panoramic windows.



This hotel encompasses all of Alpine elegance and its discreet luxury… From your room you can enjoy the enchanting beauty of the Swiss Alps



What about a delicious truffles champagne cheese fondue or typically Swiss raclette? 
For the finest melted cheese and the gooiest fondue, nobody beats La Fromagerie. 


Known as “a place where the world dines.” It is a meeting place for bon vivantsfrom all over the world. Its signature dish is “penne alla vodka”.



 Anne Hathaway and Adam Shulman in Gstaad with Valentino Garavani (centre). Photograph:

The Eagle is a private members’ restaurant located in a chalet on the top of a private mountain served by a private ski lift. If you dream to be a part of the Eagle be prepared for a three-year wait and a £25,000 membership card. After being invited on the three year waiting list, potential members are subjected to a severe vetting procedure at the hands of the discriminating committee.


The allure of this chalet is created by its cozy and inviting atmosphere, and by its delicious culinary delights. 


Huskies and Greenland dogs love to pull their sleighs across the glistering snow, and you will be carried into a charmed and picturesque village, feeling slightly separate from the real world. 



After a skiing session on the slopes give yourself the gift of a sweet and pure moment of well-being and relaxation.



The glamour hotspot this season is Bouquet, the downtempo cocktail lounge that combines a classy and luxurious atmosphere with a rock’n’roll vibe. As you step into this club you actually make a head first diveinto a dark and decadent world, with florals and sumptuous fabrics, kilim-covered sofas and velvet banquette seating. 


The fabulous nightclub of the Gstaad Palace was opened in 1971. With its dancefloor floating above a swimming pool and its unparalleled design, it stands as one of the oldest clubs on the international night scene, respected for and by its jet-set clientele from all around the world.


The new luxury hotellerie: a look at some innovative experiences


By Alessandro Zani

In the last few years,  luxury hotellerie has upped its game.  The hotels started to study  client data in order to personalize the experiences they provide in the best possible way. Today clients are looking for exclusive experiences, something that will endure  in their hearts over time. Hotels have adapted to this way of thinking and developed new strategies to succeed. Let’s analyse five examples of this experiences.

1. Crystal Air Cruise


This company provides its clients with a highly specialized tour around the world in a Boing 777. The interior of this aircraft has been completely modified in order to offer the most intense luxury experience possible. The inside the plane has been transformed into a roomy lounge where the clients can have a drink and talk with each other. The lounge also hosts dining tables and Michelin-star meals are prepared by a chef who’s always present on the plane. The 88 seats in the passenger compartment can turn into beds and are equipped with a 24-inch screen each. Beside that, clients can take advantage of a butler service. The tour is available for a cost of $159.000 per person.

2. Belmond: Venice Simplon-Orient-Express


The Belmond hotels chain offers  a tour on the famous Venice Simplon-Orient-Express for an unforgettable trip from London to Venice or from London/Venice to Paris. The train, dating from the 1920s, has been restored in order to offer the best luxury experience.  Clients can enjoy meals prepared by the chef Christiaan Bodiguel and his team. What’s impressive is that the ingredients of the meals are directly loaded on the train during the trip, in order to be always fresh.

3. The Ritz Carlton Rancho Mirage, Palm Springs


The Ritz-Carlton Hotel In Palm Springs can offer an incredible range of experiences to its clients. For ‘’only’’ $40,000, the guests can drive around in a Bentley, sleep for two nights in a 1700 square-foot suite and have a tour in the desert where they can dine under the stars. This package also includes a dinner at The Edge Steakhouse, a Spa treatment, a private butler and a tour with a Jeep.

4. L’Apogee Courchevel, Courchevel, France


If you are looking for an amazing ski experience, this hotel has been built just for you. Positioned in the Trois Vallées, it is one of the most innovative facilities in the area.  For $2000 per day, clients can take private ski lessons with the Olympic champion Florence Masnada. After  training, the clients can also benefit from relaxation exercises and have a drink together after the ski session in the chalet. Ah, and of course sleep in the hotel’s suite.

4. Laucala Island Resort, Fiji


Are you ready for a complete, massive experience in Fiji? Well, in the Laucala Island Resort you can actually drive a submarine! It reaches  a depth of 18 metres where you can admire the beautiful sea life and corals of the Fiji. For a cost of $2000 guests can drive the submarine for 30 minutes. Moreover, they can enjoy the stunning resort of this private island, surrounded by tropical rain forests, volcanic mountains and paradisiac beaches. For the most demanding a golf course is available, and also a spa and luxurious restaurants.

The evolving role of music in fashion shows

By Andrea Vittorio Castelli

Like clothes, the soundtrack that accompanies a fashion show plays a crucial role in the entertainment economy, highlighting the key concepts that inspire the collection and literally dictating the rhythm, both of execution and fruition.

Originally the music chosen for fashion shows was purely for rhythm, in order to set the pace for the models. Nowadays the choice of music has evolved. It is far more stylistic, chosen to give atmosphere to a fashion show as opposed to simply set the walking speed down the stage. Music today is used to transmit the mood, pure feelings which give emotional strength to the entire work.

Looking at comparisons between several fashion shows, it is clear that each designer develops a signature over time with the music, using it to reinforce their brand identity. Designers have their preferences, they have their own taste and they react to music in the same way they design a collection. Models don’t usually walk to the beat of the music anyway and it’s more about creating a certain mood: for women’s shows, it’s more lyrical while men’s shows call for more of a rock beat.

The music elements in a fashion show can make or break the event. The style of music chosen can help to accent the designer’s collection and set the mood for the entire evening. Music really changes the experience of the show, involving the audience. For example, If the clothing is more military and dark colours perhaps a harder more rock style music would be suitable. Understanding the taste of the stylist and the identity of the brand is crucial. What they want to communicate to the audience and to the customers according to the strategy market of their season collection is the final goal.

Ladies and Gentleman, here are three music moments that have highlighted at best the creative espirit of the collections

Let’s dance!

  1. Marcelo Burlon (Fall/Winter 2018/2019)

Marcelo Burlon is not just a stylist, he is also a dj. The designer of clothing and sound coexist in the same person. The eclectic Marcelo Burlon has chosen his own sound of music in his shows. In this collection we see bad boys dressed in streetwear, and the music reflects the fashion style: it’s the soundtrack of the most famous artists that you find in the best clubs in the metropolis.

  1. Moschino (Fall/Winter 2018/2019)

The theme of the show was “Transgression,” developed through catsuits and bodysuits. On patches fixed and in some hidden points we can read words like “fetish,” “pleasure” and “pain.” In keeping with the mood, in our ears we hear the obsessive, harsh and aggressive sound of the German producer Erik Wiegand, aka Errorsmith.

   3. Louis Vuitton (Fall/Winter 2018/2019)

Beautiful music with stunning icons ( 8:34 Naomi Campbell & 8:48 Kate Moss).

The music choice of the French fashion brand is not by chance. They chose a very classic discodance track but in a modern update, reinterpreted in key Dub by a remix released in 2011. The song seems to reflect the collection, classic and modern at the same time.

The emotional similarities between experiencing art and wine

For the past 5,000 years, two trends strongly related to emotional feelings have survived and developed during human evolution. Art is the first one, the human creation that arouses emotions through the sense of sight. Wine is the second one, which plays in much the same way on the sense of taste. Both are able to release different feelings in the human body, depending on the kind of art or the wine taste.

Due to this ability, artists or oenologists are able to fill canvas or bottle with complexity, freshness, memories, thoughts, energy, harmony, colours, uniqueness or elegance, all elements that can capture the senses of users during their experience. Different cultural backgrounds and previous experience lead to different art and wine interpretations that changes from user to user. Art and wine can be seen as emotional journeys that are provided by artists and oenologists. So in my opinion, wine categories can be linked to artistic currents through emotions or ideas that arise from both.

pop artI found an ideological and emotional connection between Lambrusco and Pop Art, two currents ready to blow up in a of fresh, youthful and playful atmosphere. These kind of Bottles and Art become global due to the industrialization of the production processes. This is confirmed by Roy Lichtenstein himself when he said “Everybody has called Pop Art ‘American’ painting, but it’s actually industrial painting.” and by 60 million liters of Lambrusco produced in 2017 as reported by the Emilia tourism web site.


In my opinion, there is a match between the complexity of a Barolo wine tasting or a Pablo Picasso exhibition. The heavy structure underpinning the two “products” could be comparable in different ways. Barolo has a strong complexity and identity, and it is characterized by flavours that came out sip after sip. The complexity in this kind of wine is harmonious, something impossible to define through a single sip. In the same way as Barolo, Picasso’s paintings have to be observed carefully and several times in order to find the harmony that is present in his complex artworks.



Freshness is another characteristic that art and wine have in common. The freshness evoked by a white wine like a Vermentino can be compared to the fresh and breezy feelings coming from an en plein air Monet painting. Smelling a glass of Vermentino or looking at “Femme à l’ombrelle tournée vers la gauche” reminds us of the sensation of fresh air that is breathed in a countryside breezy spring morning.


The golden sparkles and uniqueness of a Metodo Classico is comparable to Klimt’s “Portrait of Adele Bloch-Bauer.” In fact, the feeling of bubbles popping up in the mouth is very similar to the sensation created by the golden flow wrapping around Klimt’s lady in the portrait. In this case, artwork and wine are strongly linked to a luxurious and sparkling emotion.

I would like to invite you to jump into an amazing experience that will allow you to match your emotions with art and wine according to your feelings. Eternal beautiful art and wine, together, created a never ending bond that won’t disappear.

 Federico Dallari Bondanini








Who says that you can have an exclusive experience only offline?

Being online is undoubtedly an urgent need for luxury brands. In fact according to a study by McKinsey, online luxury sales will triple by 2025 and Millennials are ready to pay more for personalized luxury items and services.

immagine articolo

Despite this, often when we speak about luxury shopping online, someone is always turning up their nose. That’s because it’s very hard to bring that luxury brick-and-mortar experience online. Just think about those fabulous flagship stores with sophisticated shop assistants suggesting how to match clothes and encourage you to try out products before making the final decision.

Well, websites can’t offer you comfortable armchairs, a sparkling bottle of champagne or fascinating  scents.

But, I don’t think about this luxury shopping experience as something to be replaced by the internet, but like something to improve through technology. Luxury brands can close experience gap online through another different kind of exclusive and unique experience.

So, here are 3 incredible websites that use technology to offer an improved luxury experience:


“From the first Lake Como store to an international online fashion destination.”

Tessabit is an Italian multi brand store chain and its website was born in 2009. Its e-shop hosts super luxury brands like Balmain, Balenciaga, and Saint Laurent,  and offers expansive and exclusive customer services that really personalize your online experience.

For starters, there is a personal stylist who helps you style the perfect outfit for any occasion. “Try your wishlist” is very useful for anyone who is still not sure about his choice or is still far from this online world. With “click and collect” service you  can choose to send your product to one of their boutiques and pick it up there. And finally “tailoring” for your products purchased online.


This is a well-known Made in Italy shoe brand, founded by Enio Silla in 1994. This monobrand online shop  offers you the opportunity to personalize your pair of shoes by adding your initials or crystals. Or you can have a personal shopper helping you during your shopping. And lastly, it offers a personalized tailoring service: to tighten or enlarge the boot legs, or  extend or add some holes on the ankle straps.



This is a fashion magazine and luxury accessories e-commerce website. It was founded by two former editors of a top fashion publication, Kate Davidson and Stefania Allen. Here you can shop the top edit of today’s hottest accessories, but that’s not all. Editorialist excels in customer service, offering a luxury concierge, same-day delivery, and personal styling services.

Shopping online doesn’t mean just “click, collect and buy.” Especially in luxury, it’s all about the experience and consumers want to be unique. Offline ain’t the only way.

by Alessandra Coppi




Banksy is against auctions. Is he right?

Art has a very fundamental role in today’s luxury market. In the survey “Art Market 2018”, we can see that sales at public auction of fine and decorative art and antiques reached $28.5 billion in 2017, up 27% year-on-year. The US and China dominated auction sales with a combined 68% share (respectively 35% and 33%). 

But artists themselves do not always appreciate selling their works to private collectors. Some artists think that art should be free and not privately owned, since it has a moral goal. A clear example of this attitude is the British graffiti artist Banksy. 

Last November, MUDEC inaugurated the exhibition “A Visual Protest. The Art of Banksy” curated by Gianni Mercurio and showcasing about 80 works including paintings, sculptures and prints of the artist. 

This graffiti artist has always been against the privatization of art and in general as artist Shepard Fairey explained, “His works are full of metaphors that transcend language barriers. The images are entertaining and witty, and yet so simple and accessible: even six-year old children who have no concept of cultural conflict, have no problem seeing that there is something not quite right when they see the Mona Lisa with a rocket launcher.” 

But let’s focus now on the idea of the commoditization of art.

On October 5 2018, Sotheby’s auctioned one of his paintings for 1.4 million dollars.The painting was a copy of the famous image of a girl releasing a heart balloon. However, after the sale, the painting self-destructed. After this episode, Banksy posted a video where he installed a shredder in the frame of the painting “in case it was ever put on auction.”  Then he quoted Pablo Picasso: “The urge to destroy is also a creative urge.” 

This was a clear demonstration of Banksy’s way of considering art, but also a way to go against the system of auctions. 

However, this actually wasn’t Banksy’s first attempt to criticize the selling system. In 2007 Banksy created a work titled “I Can’t Believe You Morons Actually Buy This Shit” where he shows a clear opposition against the luxury art market. 

Another artist that has always been against the commoditization of art was Pietro Manzoni.

Each tin of his “Artist’s Shit, contents, 30 GR net, freshly preserved, produced and tinned in May 1961” was originally evaluated according to its equivalent weight in gold – $37 each in 1961 – with the price fluctuating according to the market. 

Manzoni’s simple, abject art more or less coincided with his country’s post-war boom, which saw great economic growth and a steep rise in consumer spending, also in the art sector. 

As graffiti artist Keith Haring said: “The public needs art — and it is the responsibility of a ‘self-proclaimed artist’ to realize that the public needs art, and not to make bourgeois art for a few and ignore the masses.” So has Bansky made a right choice of destroyng his work? As he says “The art world is the biggest joke going. It’s a rest home for the overprivileged, the pretentious, and the weak. And modern art is a disgrace – never have so many people used so much stuff and taken so long to say so little”.




What can Shanghai’s “past young” tell us about today’s fashion system?

Since China began its Open Policy in 1978,it has only been a few decades since luxury brands entered into the Chinese market. Compared to Europe and the US, China is still a very young and energetic market. It has its own luxury heritage but it’s completely different from the modern luxury market. Because of that, the Chinese new generation accepts the foreign culture with a very open approach. Foreign luxury brands are studying  ways to conquer more and more members of this new generation.

As one of the potential target customers of current marketing, I got curious: “What about our elders, the young people of the past who lived before the Open Policy. How do they  express their views of fashion?”

“I believe the best fashion show is on the street, it always has been and it always will be.”Bill Cunnigham.

I found a photographer named Roy Zhang on Instagram (@ Royonthestreet). In his work, I found some “past young people” who live in Shanghai, making them the first to come into contact with foreign cultures.

I am pleased to find that they are still at the forefront of fashion. . . take a look!


Balenciaga grandma

When I see her, oh my god! She has all the most trendy outfits, sneakers, short pants, sport coat, and a pair of sunglasses with a very strong structure. The best of all is her attitude. Compare her to Hadid’s similar outfit: I give my vote to this Balenciga grandma.


Pucci grandma

Her shirt and foulard lead me to Pucci immediately. Silk, colourful prints, flowers, leaves. But beyond all these colours and prints are the face, eyes, and that light scent of this elegant lady.


Miumiu grandma

Skirts with colourful fantasy printing. Black lace-ups with purple socks. White canvas handbag. Beige hat. So feminine, so delicate.

926230_1426270587654420_1766695062_nDandy grandpa

I guess he is over 75. Navy sporty jacket, fantasy shirt, hat with serpent texture, burgundy handbag,a very oriental fan and all those golden rings. This man’s fashion philosophy : never miss a detail.


Streetwear grandpa

In one photo is wearing grass green, in another marine blue, but I see the same calm, same energy. He is getting older and older, but I didn’t see anything about age in his eyes.


Creative grandpa

Light blue aged jacket, white shirt, and a half-cut navy sweater. That sweater is so creative! In this picture, these three colours created a very beautiful contrast with geometric lines. It just a wow!

Today, since every brand uses different strategies to expand their markets all over the world in a globalization and explosion of information, people are starting to wear same thing. Because of that, i would say that fashion is losing its soul-identity and creativity.

Art is inspired by life.It is culture that differenciate us, not just wearing different brands. So you should express fashion in your own way.

You see, the best fashion show is on the street, it always has been and it always will be.


Liao Xie



Newest fine dining experiences: itinerant restaurants

Nowadays we are all surrounded by a lot of very good restaurants and sometimes it can be difficult to choose which we want to try. So… “How to make them different?”.

A new trend, especially popular with Millennials, is going to a restaurant also because it looks great on Instagram. People are crazy about posting their lives, and food is one of the most-photographed things. So restaurateurs try to impress their customers by focusing on the presentation of the dishes, the furnishing of the location, and by proposing extravagant alternatives.

In this article, I want to show you 3 examples of restaurants that had the unusual idea to combine sightseeing with fine dining. Continue reading “Newest fine dining experiences: itinerant restaurants”

Case Study: How Bulgari got its brand extension right

Let’s start with a simple question: why are luxury brands able to make people pay a premium price? The answer is heritage. Customers are willing to pay thousands of euros to buy simple items because they can identify themselves with some specific values that characterize respectively each brand. Furthermore, this is the perfect way for them to define how they want to look in front of the society’s eyes too. Continue reading “Case Study: How Bulgari got its brand extension right”

Hotels see a high-tech future

Nowadays we can not imagine our lives without travelling. We travel for business reasons, for vacations, or even simply to get away for a weekend to have dinner in a different city. And of course, we always need a place to sleep. We have so many options to choose from for where to stay and where to have our experience. But 10 years ago could you imagine that you could have chosen and paid for a hotel with a simple click without even leaving your home?

Every day, technologies are moving us towards the future  in each sector of our lives. The hotel business is no different. So, let’s take a look at what awaits us in the near future.

Robots as butlers


Based on research conducted by the Institute of Global Future, in the near future we will have robots as personal assistants in the hotel. You can program these robots via the Internet before your arrival to your destination. The client will be able to provide them with the preferred language of communication, as well as the necessary information that will ensure a comfortable stay of the guest in the hotel. These robots will be able to do almost everything: offer guests delicious food, clean a room, offer various entertainments, have a talk, give advice, and even, teach something.

3D printers


You will not have to worry anymore if you forgot something at home. 3D printers will be available in every room of the hotel  as an additional service for the guest and it will be possible to print household items, clothes and even computer or phone details in real time. All items  will be available online and can be ready for you during several minutes

Neuro programming


Good news : in the near future we will not have bad dreams anymore! It is expected that the development of technology will allow us to “order” certain dreams in order to sleep well and feel comfortable.

Longevity Spa program


New Spa salons will be based on DNA analysis and will be able to extend our life. Guests will be provided with individual preventive procedures and programs that can understand the risks of developing various diseases, and choose the necessary procedures in order to improve the client’s health. Treatments will be created on the basis of medical genetics, drugs that help improve brain function and procedures to prevent diseases. Of course, the usual massage and mud baths will not go anywhere.



The hotel will no longer be just “eco-friendly”, but rather will completely switch to the use of “clean” energy, such as solar and geothermal. The use of non-toxic products and mechanisms with zero carbon dioxide emissions will not be an advantage, but mandatory conditions of the hotelier industry.


Augmented reality


Thanks to the new technologies, there are millions of different scenarios – for example, guests will be able to visit China or Australia without leaving the hotel. Guests will no longer be tied directly to the hotel and excursions that they need to program in advance. Hotels will be able at any time provide their clients with the opportunity to visit the most unusual places of the world. In addition, in the nearest future, clients will be able to visit any soccer game or concert without leaving the hotel room

Well, I am excited about my future travelling experience. And what about you?

                                                                                                                             Zarina Seyidova




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Is renting the new buying ?

Who made my clothes? And how are they disposed of? These are questions we’re hearing more and more often as we talk about how  fashion harms the environment. Hence, what can we do to stop it from getting worse?

The fashion industry is the second largest polluter in the world, after oil. It’s because retailers restock collections every 4-6 weeks, enticing us to buy more and think less, leaving a huge amount of unwanted clothing to get rid of at landfill sites. Since the 20th century, apparel has progressively been seen as disposable, and it has become extremely globalised, with garments and accessories designed in one country, manufactured in another and sold worldwide. Hence, globalization makes fashion cheaper and more disposable.

Regrettably, we all know that disposable fashion is damaging the environment: 100 billion items of clothing are being produced every year and 50 per cent of fast fashion is disposed of within a year. In addition, we consume about 80 billion new pieces of clothing annually – 400% more than we were consuming just two decades ago.

Fast fashion is a term used by fashion retailers to describe it as an industry that focuses on speed and low-cost prices in order to deliver familiar new collections inspired by recent runway looks and new style trends seen on celebrities. However, fast fashion  especially awful for the environment. At the same time, luxury brands are destroying millions of dollars’ worth of apparel and perfume in order to prevent them being discounted on the secondary market which lowers their allure. Moreover, big fashion production houses that manufacture clothes for mass consumption don’t just damage the environment but also choose quantity over quality for gains.


Of course, things are developing as the fashion industry becomes aware of its impact on our Earth. For example, many fashion brands and fashion groups have recently released their strategies for the future such as LVMH, Kering, Zara and H&M that contains a significant contribution in creating a more sustainable world and cooperating for the good of employees, suppliers and shoppers. 

Rent, Repair, Reuse, Repeat

Clothing rental could be the key to a sustainable fashion. A lifetime of fashion product is being extended as pre-owned, repaired and rental business models like Rent the Runway begin to grow. Consumers are shifting away from traditional ownership to most up to date ways in which to approach product. This shift to modern ownership models is driven by enlarging shopper desire and wish for diversity, accessibility and sustainability. Nowadays, young people lust for freshness and innovation, hence, they are more interested in sustainable apparel than older consumers. Rental, reuse and resale models expand the product lifecycle and duration of use as long as offering the freshness shopper desire.

Without a doubt, Stella McCartney is the founder of the sustainable luxury movement. The vegetarian-friendly designer stated that “each decision we make is a symbol of our commitment to defining what the future of fashion looks like. From never using leather or fur and pioneering new alternative materials to utilising cutting edge technologies, pushing towards circularity”. Other luxury players such as Richemont group have acquired rental businesses  in order to seize power of how their products and brands are marketed on the secondary market.


Express is betting on the resale or rental market, launching “Express Style Trial,” which permits shoppers to rent up to three items at any moment for a monthly fee.

Eventually, Rental shopping could keep you on top of trends, as well as helping the environment and saving the planet in the process. Is rental fashion the future?



Photo credit:

  1. Vogue, photographed by Tim Walker. viewed February 7th 2019,. 
  2. China landfill with clothes. Migrant Workers Children Spend Childhood Scavenging Landfill, viewed February 7th 2019,. 
  3. A Stella McCartney campaign shot in a Scottish landfill site to raise awareness of waste and over-consumption. Photograph: Harley Weir and Urs Fischer for Stella McCartney, viewed February 7th 2019,. 

Chanel bets on eco-sustainable packaging

When Chanel speaks, the world listens.

And when Chanel bets, everyone follows the same direction.

Innovation and experimentation have always been driving forces throughout the brand’s history, seeking to reinvent and change continually, trying not to follow, but anticipating trends. To wrap up 2018 as a sector leader, on December 7th the French brand became the first one in luxury to go green on beauty, by becoming the biggesst investor in Sulapac Ltd. This Finnish startup was founded by two biochemists, Suvi Haimi and Laura Kyllönen, in 2016, focusing the business on biodegradable packaging as an alternative to plastic.

This is not the only recent green move for the French brand. On November 4th it announced that its fashion lines will not use exotic leather such as crocodile, lizard, snake and parsnip in the future.

The sustainable materials used by Sulapac are microplastic-free and certificatedby FSC (Forest Stewardship Council), which recognizes products that come from forests with an environmentally responsible ma-aged supply chain.

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The new frontier for sustainable packaging, before attracting Chanel’s attention, won several awards including the Green Alley Award and the EU’s Horizon 2020 subsidy for SMEs.

Today the idea of luxury is slightly changing, and customers demand not only exclusivity and tailor-made products, but ask for something more in exchange for their brand loyalty. Environmental sustainability is a topic that is becoming more and more important for consumers that now expect responsible corporate sustainability from luxury brands.

Rethinking eco-sustainable packaging in beauty makes Chanel stand out from the crowd and gives power to their long-term approach, as the company itself explains in its Report to Society: “Luxury is seen as a privilege for few, but it creates desire and beauty for many. Because of this, we believe that, as a luxury brand, the way we operate can and should represent the best in society. We are convinced that only an exemplary luxury brand that contributes in an exemplary way to a better world will remain desirable and relevant for all tomorrow”. Through this we can easily understand that Chanel’s long term strategy is made of several milestones. Using sustainable packaging, the goal is to diversify in a sector in which plastic is one of the main materials used. At the same time, the brand wants to communicate their core strategy, focused on excellence through environmental aspects, quality raw materials and positive social impact.


Even if the deal’s price was not disclosed, the financial transaction certainly less than one million euro — which is the total amount that Sulapac raised among their 7 investors. Considering that Chanel’s sales from Fashion, Fragrances & Beauty, and Watches & Fine jewelry amount to $9.6 billion, the sum invested in the Finnish company clearly gives them enormous advantages compared to the size of the deal. In fact, the brand awareness and reputation gained from this eco-sustainable move will enable it to increase the “exclusivity aura” that surrounds Chanel.

Now the questions are: how much time will Chanel need to put the sustainable packaging on the market? And how will the startup cope with sheer volume of the products that Chanel requires for its beauty production?

Will Chanel create his own sustainable packaging firm in the end?

Stay tuned!

Posted and written by Martina Tarantini

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The new frontier of remastered cars

By Federica Pesci

Have you ever tried to drive an old luxury car? You can still feel the old charm, the power of the engine and savour the time that seems never to have passed. Everything appears perfect, but actually, it is not. In fact, the comfort that we are used to in new cars, even the basic ones, cannot be experienced in the old vehicles. We all know that this “lack” is part of the thrill that the car can give you, but what if I tell you that you can have a perfect classic car but with all the amenities that you could wish for?

Here’s an introduction to the new concept of remastered cars, and as an example, we’ve chosen the unique Mini Remastered, re-designed by David Brown Automotive (DBA).

This luxurious machine comes in two versions: one inspired by Monte Carlo, and the other one by Cafè Racers. The engine is the only difference between the two variants. The first model has a 90cv 1310cc, whereas the second one has 75cv 1275cc. The company affirms that it increased the power of the engine by 30%, compared to the original car, so it was possible to add a five-speed transmission in order to encourage the driver to push the car to the limits.

The interior offers every type of modern comfort and is all handcrafted. We can find a 7″ touchscreen display with Bluetooth, that can be connected with Apple Play and Android (and obviously climate and modern infotainment). All the details have been studied and nothing was left to chance. The upholstery is all made of British-sourced leather, while the gearshift and the steering wheel are made of an elegant and palpable aluminium.

Inspired by Cafe Racers Interior

The exteriors respect the old, classic style of the car, designed by Sir Alec Issigonis, but with a minimum modern touch. In order to improve the performance of the vehicle, the company boosts the brakes and the suspension, and, of course, increased the structural integrity.

The precision in the manufacturing is noticeable in the trims, in the paint process, which takes four weeks, and also in the quality of the badges, which are applied handcrafted with traditional techniques.

The LED lights integrated on the wing mirrors and on the rear follow the style of David Brown Automotive, adding both functionality and distinctiveness.

With the aim of creating a unique car for you as much as possible, DBA provides fourteen colours for the body, three for the roof and six for the interior leather. If you want to customise it more, you can also decide to change the tint and the design of the rims with four different shades.

In order to create this lavish car, DBA says they took over 1,000 man hours. Probably, this is the reason why only 25 pieces for each version are available.

Limited Edition Plaque

Despite the high quality of the design and construction of the car, the price is still really affordable.

You could have this modern and, at the same time, classy car for $70,000, and speed away to reach the horizon.

Is Instagram killing fashion?

Just like in the 1979 song Video Killed the Radio Star, nowadays we are facing another killer: Instagram. The photo-and-video-sharing-app is now little by little destroying the world of fashion and its people, without making such noise. The fashion oriented social media platform has become more and more popular since 2010, when Instagram was officially launched on iOS. Then, in June 2018 there were more than 1 billion monthly active users the app according to TechCrunch. Of course, over the years, thanks to the introduction of so many new features such as IGStories and IGTV, Instagram has succeeded in unseating the Giants: Snapchat, Facebook and Youtube.


But how is Instagram related to fashion? The fact that sharing ideas through pictures and videos was the main purpose of the app surely helped fashion bloggers and early influencers to ride that wave. Years ago, after posting an article on their website, bloggers went to Instagram to circulate it to their readers,  but they found out that it was more successful to post a picture and get quick feedbacks from fans on Instagram rather than from their blogs.

Then came the sprint: nowadays 85% of users follow accounts on Instagram that are style/fashion/lifestyle focused, and more than the half of that percentage considers him or herself to be fashion forward. Furthermore, 72% of Instagrammers, after seeing something in the app, will shop for that item – from beauty to fashion and style. However only the 18% of the users remember using the ShopNow feature which was integrated in the app in the last year.


Even luxury brands – such as Gucci, Chanel or Dior – now are getting more in touch with the app due to the rising importance Millennials. Fashion companies are looking for new ways of communication. They understood that through social media they could approach more customers and make the old ones even more loyal, creating a much wider community of people.

However, this kind of endorsement brought specifically by influencers is creating even more positive interest for low cost brands. Take for example the Kardashian Klan. All together they merge more than 536 million followers on Instagram and it’s said that a post from Kylie Jenner – the youngest sister – is valued at $1 million for companies. Most of Kylie’s fans believe in what she chooses to wear, so chances are that lots of them will buy clothes – and other things – used by her are really high. This means that, thanks to this social media and its readiness, fashion brands featured on most-followed pages can see their revenues boosted up to 95%.

kardashion e online

So for sure, on one side fashion houses can get more attention through social media and this is a positive thing. But on the other side, we can see the dark effects. The work of editors and fashion writers in fact is shrinking. Posting a picture is much easier than writing a report of what a fashion show was: everybody that is connected can see in real time what a brand is offering and doesn’t have to wait for magazines or websites to make their opinions public. That is why in the front row of most runways you’ll see more influencers than people from the editorial sector – because they can give an opinion quickly without writing down an article that probably will come out next week and have a wider following.

Another drawback is that people now have all sorts of news at their fingertips and no longer need to buy milestone fashion magazines, which cost much more that the free news on social media. Also, because of technology and the spread of news, young adults want to have a voice, and they do not need to consult Vogue as if it were a Bible in order to consume fashion. Maybe now it’s time for monthly magazines to keep up with Millennials’ frenetical life…

So, is Instagram the real deal?


by Carolina Panzera

Photo Credit:


China’s “Daigou” shoppers face big crackdown

The Chinese word dài gòu ( ) literally means “to shop on the behalf of somebody”.

Nowadays, this term refers to a Chinese citizen that lives or travels abroad and buys foreign products — mainly luxury goods, but even groceries — at the request of clients back in China.


Ph. credits: Qilai Shen/Bloomberg

So how did this business start? 

H. — a 22-year-old daigou I interviewed who has been living and studying in Florence for the past 4 years – has little doubt: “It has always been a matter of pricing.” 

That’s because Chinese import taxes are exceptionally heavy: in 2015 the price of some luxury products was reported to be 75% higher than their original price (Source: Sole24Ore).

This business got started not only bedue to Chinese consumers’ strong desire to purchase foreign goods that were less likely to be found in the mainland, but also because of fear of counterfeit.

Taking advantage of such a situation, people living in other countries — or even just traveling — started to buy goods abroad after being commissioned by someone else back home, making a lucrative business out of it.  

“I helped a colleague of my friend to buy a Valentino bag, and I found out it was almost 800 euros cheaper than in China. She spontaneously gave me 150 euro. That’s how I started,” said H.

It is hard to determine the actual size — and numbers — of this market. 

According to a 2015 report from Bain&Company, we can estimate there are 1 million  small business operators generating approximately 34-50 billion yuan ($5.2-7.6 billion), but this figure has likely increased in the last three years.

“Some daigous are focused on selling cosmetics and beauty items, so they sell a lot of products with little earnings. Luxury items usually have a margin that is 10-15% higher than the one of boutique shops. In a month, I can earn even 1.5-2k euros. But those who work really well can earn from 7 to 15k euros per month,” H. told me.

Despite being unknown to many, this is an extremely well-developed industry, based mainly on trust: the majority of daigous started selling to families and friends, who then shared with their friends, and so on.

Moreover, considering that China accounts about one third of the global luxury goods sales, this phenomenon is important to understand. 


Ph. credits: Tung Cheung/Shutterstock

However, recently, Chinese authorities have started to crack down this system – for example inspecting returning tourists’ bags for undeclared goods. A clear example of this new attitude was the daigou crackdown in Shanghai’s Pudong Airport last September.   After baggage inspections, more than 100 passengers returning from Seul were found guilty of illegal imports. 

If the introduction of this business was motivated mainly by the price gaps between China and abroad, new regulations mean that 2019 could be a crucial year for this business. 

Starting from January 2019 the Chinese e-commerce law will officially come into effect. According to this law, daigou will have to obtain a business license and pay taxes or possibly face criminal charges.  

Moreover, starting from last June, China embraced so-called orderly trade, according to which Beijing had to reduce importation taxes by 50% (Source: Sole24Ore). 

To conclude, it is fair to ask what will eventually happen to  the “grey area“ of the daigou business: will it disappear or will it survive this new economic scenario? 

According to H., “It will not stop that soon.”

Only time will tell us if he was right or not.


Marialaura Chiarelli

Artemest gives luxury artisans a global platform

Artemest is an Italian e-commerce website for handmade luxury items, the first Italian online marketplace to curate and sell design products made by local artisans. In 2018 the company was awarded recognition as “Innovator of the year” by advertising agency WPP. This startup provides a global platform for the excellence of Italian craftsmanship and Made in Italy luxury items. Through this website an Italian artisan can sponsor their product and gain much greater commercial visibility.

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The company was created by Ippolita Rostagno (Creative director) and Marco Credendino (Executive director). They have built a platform connecting more than four hundred artisans and with new customers, for an average website monetary transaction of 1600 dollars. The website highlights the skills and talent of the artisans, assimilated over years of studying and experimentation, a history that has been passed down in families from generation to generation.

Ippolita was born in Florence. When she was young she lived in an artistic environment, thus having first hand-experience of the often difficult reality of the Italian artisans.
“I’ve been lucky enough to have built a successful craft based business in the United States, and I wanted to share my knowledge with other fellow artisans in Italy who do not have the wherewithal to flourish in today’s globalized internet economy,” she said in an interview.  Ippolita describes her frustration at how artisans were unable to compete at a global level because of lack of access to retail channels, which led the two Italian entrepreneurs to launch their startup in June 2015.

The website offers products that represent Italy’s diverse areas of expertise in Italy, ranging from x to y to z. Any shopper looking for Made in Italy luxury items like Murano glass from Venice and gold jewelry from the goldsmiths of Florence, just to mention a few, would have an easy time finding them online. But Italian craftsmanship does not stop there. Italy has one of the largest cultural heritages in the world. For this reason the idea inspiring the artisans is to preserve Italian strengths, and not become part of a system based on mass production, as in the case of other American and Chinese e-commerce websites such as Amazon and Alibaba. They want to stand out from the crowd, stand out from the production of poor quality items.


In Artemest there are no big brand names, just simple people who would like to show everyone their love for art in general. The artisans who create the product are chosen after a rigorous selection. Product quality control is a top priority. An expert in the field checks every single product and then decides if it can be included as an authentic representation of Italian craftsmanship in the world.

Private customers account for 30% of the revenue, coming from the United Kingdom, Canada, New Zealand and Australia; and 70% of the actual revenue is from American customers, who have become regulars of the website. 

 Artemest has set it sights on expansion, and recently received 4 million euros in new financing to achieve its goal. As the executive director Marco Credendino Artemest said, “It is going to widen its horizons by collaborating with a holding company from Hong Kong”. Entering the Chinese market where the e-commerce and internet penetration is so advanced is the surest way to promote Italian excellence abroad. The fact that there are not many local stores selling these sorts of specialized luxury products is an incentive to develop a business-to-consumer business.

Francesco De Leo

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