💎Brilliant Cut No. 12:

Lagerfeld Villas, Cartier CEO on What's Next, Crypto Gains at Sotheby's, Can Farfetch Own Online Luxury?, Longchamp's First Le Pliage Campaign, Gucci Still Hottest Brand, C-Pop and Luxury, and More

Aug 2, 2021

Welcome to this edition of Brilliant Cut, a free monthly newsletter that helps you smartly navigate the most important luxury marketing stories and insights.

Issue #12 | August 2, 2021

Gucci unveils new archives in Florence

(WWD via Yahoo) In conjunction with men’s trade fair Pitti Uomo, the brand has unveiled its archives here, a striking space covering 30,138 square feet conceived by creative director Alessandro Michele to gather under one roof the brand’s creations and pay homage to its 100-year history. Read more

How to celebrate the 200th birthday of a an everyone knows and no one knows

(New York Times) This fall, window displays at Louis Vuitton will feature an uber-collaboration of trunks decorated by BTS, Susan Miller and more. Read more

CEO Cyrille Vigneron on what’s next for Cartier

(Vogue Business) Cartier is forging ahead in a post-pandemic world, proving that high jewellery can sell online and launching a new collection at Lake Como. President and chief executive Cyrille Vigneron explains it all. Read more

Karl Lagerfeld to design luxury villas in Marbella

(WWD via Yahoo) Five luxury villas in Marbella, Spain, will boast stunning Mediterranean views, eco-friendly materials — and a designer brand: Karl Lagerfeld. Read more

Mercedes-Benz will shift its focus to electric vehicles by 2025

(New York Times) Mercedes-Benz will shift its focus entirely to electric vehicles in 2025 and be prepared to sell nothing but electric cars by 2030, the company said Thursday, adding a caveat that the transition depends on “market conditions.” Read more

The House of Gucci: A Complete History and Timeline

(WWD via Yahoo) Just like the long-lived mythological phoenix, Gucci has cyclically regenerated, reaching its centenary in 2021, passing through family feuds, take-over attempts, a near-bankruptcy, a public listing, storybook turnarounds and even a murder — which has sparked the Ridley Scott film “House of Gucci” starring Lady Gaga — but the allure of the brand is enduring. Read more

Inside India’s luxury e-comm race: Ajio, Nnnow, Darveys, Nykaa

(Vogue Business) Luxury e-commerce in India is growing at last from a low base. But there’s much more to come — and online selling is perfect for a market that is geographically so widespread. Read more

Crypto luxury transactions accelerate at Sotheby's

(NASDAQ) Crypto’s mainstream adoption has gained further momentum as the 277-year-old British auction house Sotheby's sold a rare 101.38-carat diamond for $12.3 million in cryptocurrency to an anonymous buyer. Read more

Dolce & Gabbana to launch NFT collection

(Ledger Insights) Luxury brand Dolce & Gabbana will launch a non-fungible token (NFT) collection in partnership with digital marketplace UNXD. The collection is called Genesi and will be promoted at Dolce & Gabbana’s upcoming shows Alta Moda, Alta Sartoria, and Alta Goilleria. Read more

Why Burberry and Gucci are betting on mini-games

(Wired UK) WeChat is often viewed as China’s version of WhatsApp, but it’s used for far more than family group chats and sharing memes. The app, which was launched by Chinese tech behemoth Tencent in 2011 as Weixin – Mandarin for “micro message” – is now worth more than $500 billion, growth that has been fuelled by its expanding functionality. Read more

Can Farfetch own online luxury?

(Quartz) If you spend any time shopping for high-end fashion online, you may have already bought something from Farfetch, which bills itself as the world’s largest digital marketplace for luxury. The site carries clothes from a huge library of labels—more than 3,500, it says—including big names like Gucci, Prada, and Saint Laurent, and niche designers like Budapest-based Nanushka. Read more

The Chanel Factory 5 collection plays with unconventional packaging

(Trend Hunter) Chanel Factory 5 is a 17-piece limited-edition collection of products that was created to celebrate a century of the iconic No5 fragrance. The collection consists of shower gels, bath tablets, body creams and lotions, soaps and shower gels in unusual packaging that's designed to look like everyday objects. Read more

Louis Vuitton is launching its first high jewellery campaign

(CPP Luxury) Louis Vuitton is launching its first high jewelry campaign, fronted by Alicia Vikander, marking steep ambitions from the luxury label as it continues its push into the category. “She’s very regal but approachable,” said Michael Burke, the brand’s chief executive officer. Read more

Longchamp champions iconic line 'Le Pilage' with colourful campaign

(Little Black Book) The first ever tagline and campaign for Longchamp’s most iconic line: “It is not a bag. It is Le Pliage.” conceptualised by FRED & FARID Los Angeles. Read more

Inside Cartier’s Studio 7 Exhibition in London

(WWD via Yahoo) Cartier has always been known as a host extraordinaire, and now that London is slowly coming back to life, it has been making a return to the social circuit. Read more

Mike Tyson stars in campaign for new Roberto Cavalli collection

(Complex) Roberto Cavalli has unveiled its first menswear collection under the creative direction of Fausto Puglisi, who joined the house last year. Featured in the campaign, as well as in an accompanying video directed by Tommaso Ottomano, is Mike Tyson. Read more

Global auction sales at major houses have rebounded to ore-pandemic levels

(Barron’s Penta) A report by ArtTactic, a London-based market analysis company, shows that global sales in the first six months of 2021 have more than rebounded and exceeded pre-pandemic levels at Christies, Sotheby’s, and Phillips. Read more

Gucci has topped the Lyst Q2 2021 Index of fashion’s hottest brands

(Hypebeast) The Lyst Index has returned for the second quarter of 2021, once again using Google search data, social media mentions and shopper behaviour to calculate the hottest brands and products in the world. Read more

Fashion industry feeling optimistic, recovery imminent: USFIA

(USFIA) This year, thanks to the increasing vaccinations and robust economic recovery from COVID-19 in the U.S. and globally, respondents feel much more confident about the outlook for the U.S. fashion industry, both in 2021 and the next five years. Around 60 percent of respondents expect a full recovery of their sourcing value or volume to the pre-COVID level by 2022. However, its not all good news, about 20% still expect 2021 to be a very challenging year financially. Read more

Gucci and Rolex are still just as popular when it comes to counterfeits

(AFP via Yahoo) If there's one sector that doesn't seem to be struggling, it's the market for counterfeit goods. It owes this robust economic health to the luxury sector, copying designer creations and selling fake versions at lower prices. Brands such as Louis Vuitton and Gucci are among the most sought-after names among consumers looking for fake products. Read more

Global super-luxury sales surged in the first half of 2021

(Mansion Global) Super-luxury property markets globally have proven to be resilient amid the coronavirus pandemic and economic slowdown. Read more

Cartier finds great potential for luxury in China

(China Daily) Cartier said China is the first market to offer the French luxury goods brand a robust rebound in sales since the COVID-19 pandemic broke out. Read more

The problem with C-pop and luxury brands

(South China Morning Post) C-pop has undoubtedly been a driving force behind luxury’s explosive growth with China’s young consumers over the past two years, and brands continue to mine the industry for idol ambassadors with massive influence over millennials and Gen Zers. Read more

The face of global luxury brands in China is at the heart of a #MeToo storm

(Quartz) The #MeToo movement has waxed and waned in China, where online discussion about allegations against public figures is allowed but also frequently censored. Now, a Chinese woman’s allegations that an A-list star engaged in predatory sexual behavior has sparked an outpouring of support for her, and calls for the luxury world to distance itself from the man in question. Read more

How can luxury brands leverage shopping events and local festivals on Tmall?

(Luxury Society) As the focus on local shopping festivals like Singles Day and 618 continues to intensify in China, globally recognised celebrations and milestones are beginning to resonate less strongly with Chinese shoppers. What does this mean for international brands, and how can they adapt and develop marketing strategies around these local milestones on e-commerce platforms accordingly? Read more

How De Beers Jewellers is winning over China’s Gen Z

(South China Morning Post) De Beers and Forevermark CEO Céline Assimon reveals how the brand weathered the pandemic and its digital strategies for connecting with a new generation. Read more

Jing Daily’s weekly roundup of luxury social media campaigns in China:

📲 July 2, 2021 // July 9, 2021 // July 16, 2021 // July 23, 2021

Maserati and Chef Massimo Bottura unveil the Levante Trofeo Fuoriserie

(Hypebeast) Luxury car manufacturer Maserati has partnered with world-renowned, three-Michelin-star chef Massimo Bottura to present a kaleidoscopic Levante Trofeo Fuoriserie model during Motor Valley Fest 2021. Read more

TAG Heuer releases Super Mario limited edition smartwatch

(duPont Registry) If you’re a fan of luxury watches, smartwatches, or video games, then you have to check the latest release from TAG Heuer. The new TAG Heuer Connected x Super Mario Limited Edition is a perfect blend of luxury, technology, and pop culture. Read more

RIMOWA collaborates with NUOVA to release its first NFT collection

(Designboom) Luxury luggage company RIMOWA collaborates with design studio NUOVA to launch its first-ever NFTs. called ‘blueprints from the metaverse’, the conceptual collection explores the future of travel and reimagines airline memorabilia using the German brand’s signature style and materials. Read more

Bottega Veneta teams up with Takuya Hagihara for new flagship otherworldly displays

(Hypebeast) To commemorate the launch of its latest Omotesando flagship located in Tokyo’s fashion district, Bottega Veneta has enlisted Japanese artist Takuya Hagihara to reimagine the window designs in both its Tokyo and Miami stores. Read more

LVMH is opening a research center that will focus on sustainable materials and biofuels

(Robb Report) When it comes to sustainability, LVMH wants to do its homework. The luxury conglomerate announced plans to build a new center in Saclay, France dedicated to researching sustainable production. Read more

Farfetch, ThredUp partner on clothing donation service

(Retail Dive) As resale gathers steam, luxury marketplace Farfetch announced a donation program for its U.S. shoppers. The effort will be done through ThredUp's resale-as-a-service platform. Read more

Luxury brands are embracing circular fashion

(Harper's Bazaar) It used to be that buying clothes secondhand was the domain of vintage lovers or those simply looking for a more affordable price tag. The pursuit required sifting through racks and, for committed thrifters, visiting multiple consignment shops. Today, thanks to digital resellers, buying secondhand has gone mainstream. Read more

Circularity is the way forward, says Richemont in sustainability paper

(WWD via Yahoo) Most accountants would say black, but Compagnie Financière Richemont and its watch, jewelry and fashion brands think it should be green. According to a new report, the group is pursuing a “green growth” agenda that aims to increase profitability while shrinking its carbon footprint, and is working toward circularity in sourcing and sales. Read more

🧳 Tom Nelson, President and CEO of renowned luxury luggage brand Zero Halliburton discusses keeping a heritage brand fresh and luxury travel Apple / Spotify

🖼️ Neda Whitney, SVP, Head of Marketing for Christie’s Americas talks about how NFTs are shaking up the artworld Apple / Spotify

✨Mixed Gems: Featured writers on luxury, fashion, and culture✨

Luxury is culture now. Here’s how

Kati Chitrakorn from Vogue Business says the big names in luxury are selling other brands as a way to create newness, build audience engagement, share values and become cultural curators. Read it here

Progressive Luxury: What LVMH’s purchase of Off-White really means

Vogue's Luke Leitch says Abloh’s commitments to LVMH will be beyond the silo system of different designers in different houses. Read it here

How long can Hermès rely on Birkin’s allure?

In Jing Daily, writer Lisa Nan talks about Birkin bag maker Hermès diversifying its product categories in an attempt to recruit younger consumers and mitigate its iconic bag’s potential decline in the future. Read it here

Thank you for reading this,

Scott

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