Creative Direction

Driven by the disappointment of the L'Oréal collaboration, this conceptual Mugler makeup line offers a vision for future Creative Direction. Explore a high-fashion, "cosmic goddess" collection featuring The Nebulas palettes and the revolutionary Celestial Veil fragrance glow stick—a blueprint to ensure Mugler's DNA translates into bold, successful luxury cosmetics.

When Mugler and L'Oréal Paris collaborated on a makeup line, the result should have been an explosion. Instead, it was a silent launch and a collection that fundamentally betrayed the House's shocking, architectural DNA. We review the products and dissect the strategic failure.

Luxury has always flirted with perfection. But Loewe’s latest fragrance pop-up in London asks a provocative question: what if true beauty lives in the flaws? New Loewe fragrance trio: Iris Root , Roasted Vanilla , and Bittersweet Oud Spread across three minimalist floors in typical Loewe fashion, the experience was part art installation, part perfumer’s playground. On the first floor , gleaming glass sculptures caught the light, each piece celebrating what glassmakers tradit

I get these questions all the time — from beauty founders over coffee, fashion creatives mid-launch panic, and even friends who still think I “just do logos.” So here it is: a no-fluff Q&A about what brand strategy actually  means, why creative direction isn’t just about pretty pictures, and how you can make your brand feel more like a world people want to live in. 1. What does a brand strategist actually do? It depends on the project. If I’m creating a brand from scratch or

When Miu Miu launched Miutine, they didn’t just drop a fragrance with a floral arrangement. They sent creators a PR box with only the fragrance + a branded mic — simple, useful, and high impact. By avoiding adding useless gadgets, they reduce waste and ensure every item gets the spotlight. (Creators will use a mic; they will not keep dried flowers.) Their campaign got the industry talking —   Miu Miu   is now a case study in how intelligent PR actually works. But here’s the p