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In this episode
De Beers has chosen London Fashion Week to relaunch its high jewellery. High jewellery has historically lived in private salons and hotel suites, presented to clients already converted.
Why it mattersDe Beers is betting that desirability now flows from fashion culture as well as from exclusivity.
Via VogueWhy it mattersDior and A24's alliance suggests prestige entertainment partnerships can become part of brand equity in their own right.
Via Luxury DailyOn our radar beforeDior has now come up in 22 of our 210 episodes. First: Ep 1, 25 Feb. Latest: Ep 199, 11 Sep. Every episode on Dior.
Why it mattersStaging the reveal as choreography in a museum makes attention itself the thing on sale.
Via DezeenWhy it mattersDesigners built around a material or sensibility rather than a product type carry brand equity that travels across categories.
Via VogueWhy it mattersParamount and Warner Bros. Discovery combining puts a large share of American content production under one owner and its terms.
Via DefectorOn our radar beforeParamount has now come up in 12 of our 210 episodes. First: Ep 3, 27 Feb. Latest: Ep 204, 16 Sep. Every episode on Paramount.
De Beers bringing high jewellery to London Fashion Week, Homme Plissé Issey Miyake staging a reveal inside Tate Modern and Dior formalising an alliance with A24 all let a venue or partner do the cultural vouching. Heritage alone is no longer granting enough permission. The right to be seen as culturally serious is held by a small number of stages, and established names are renting them.
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