Form & Taste

Storytelling

6 articles

Artisans meticulously crafting a luxury handbag, highlighting fine leather textures and skilled craftsmanship in an elegant workshop setting.
Brands

Independent Luxury Brands Redefining Storytelling & Craftsmanship

Last year, independent luxury brands saw sales surge by 15%, three times the growth rate of established conglomerates ( Bain & Company Luxury Report ).

Luca Bianchi·August 6, 2026
Master artisans working in a historic atelier, crafting a luxury handbag with meticulous attention to detail, symbolizing brand heritage.
Brands

How Do Luxury Brands Use Heritage for Consumer Loyalty?

Luxury brands, despite their opulent image and rich histories, are currently losing billions annually due to a critical failure in storytelling.

Luca Bianchi·July 20, 2026
War photographer Don McCullin, filmmaker Don Letts, and artist Danny Fox embody Givenchy's Spring 2027 menswear campaign, photographed by Juergen Teller.
Fashion

Givenchy Men's Spring 2027 Campaign Explores Authentic Storytelling

For her inaugural Givenchy menswear campaign, Sarah Burton cast war photographer Sir Don McCullin, punk filmmaker Don Letts, and artist Danny Fox to embody the brand's new identity, photographed by Ju

Adrianne Cole·June 25, 2026
A high-fashion runway show where AI-generated digital art seamlessly merges with the models and the collection, symbolizing luxury storytelling.
Brands

Luxury Storytelling: Strategies for Deep Engagement

Etro launched a pioneering, fully AI-generated advertising campaign for its SS24 collection, collaborating with AI artist Silvia Badalotti.

Luca Bianchi·May 10, 2026
An artfully plated dish on a table in a dimly lit dining room with abstract projections on the walls, symbolizing immersive experiential dining.
Food

Experiential Dining's Rise: Gastronomy Meets Immersive Storytelling

At Copenhagen's Alchemist, a single dinner can cost DKK 16,600.

Camille Rousseau·May 6, 2026
A close-up of a master artisan's hands meticulously working on a luxury leather good, surrounded by antique tools and historical brand archives, symbolizing brand heritage and craftsmanship.
Brands

What Is Brand Heritage and How Does It Shape Luxury Identity?

Brand heritage is more than just history; it's a curated narrative that defines luxury identity, influencing consumer trust and purchasing decisions. This article delves into its components, the art of storytelling, and its legal contours.

Oliver Dane·April 4, 2026