Critical Attention on the 'Gucci Guilty' Ad

Frida Giannini was channeling a ‘daredevil’ for the protagonist of the commercial film but is the campaign daring enough for Generations Y & Z?

According to WWD, the scent is intended to “reinforce the younger pillar of Gucci’s fragrance portfolio by addressing a different Gucci customer and tapping social networkers into the world of luxury fragrance.” In terms of mood, flacon design and marketing mix, ‘Gucci Guilty’ certainly is a big departure from ‘Flora’, the last fragrance launched by the brand’s creative director Frida Giannini. And the campaign strategy is no doubt highly interactive, multi-tentacled and up-to-the-minute. But is the Frank Miller-directed film daring enough to reach the plugged-in and all-too-easily bored young demographic that it aims to seduce?

Upcoming Launches by Three Digital Mavericks

Next month will see several fascinating projects kick off as a trio of trailblazers (and LS members) get even busier

Kamel Ouadi, Diane Pernet and Marc Worth were early converts to the notion of a synergy between luxury, creativity and business on the internet. Now, they are each about to embark on a new chapter in the development of their online adventures.

Clan Mentality, Back Taxes & Dolce's Drama

The sound bites and statistics that are causing a stir in luxury circles

Luxury products or luxury experiences? Let me tell you a story...

Dr. Bob Deutsch, founder of the brand consulting firm, Brain Sells, probes the psychological power of luxury

Recently there have been a number of newspaper and magazine articles about high-net-worth individuals seeking exclusive, exotic and thrill-seeking vacations. Luxury marketers should pay close attention to such reports because they imply two related and important facts about luxury in general:

1. Extraordinary experiences yield incredible stories (let alone, memories); and
2. Having incredible stories is the enduring luxury.

Obviously, you don’t have to put yourself at risk in some far-away land to experience luxury. The question for luxury marketers is, what engenders “extraordinary experiences?”

15 Must-Know Luxury Malls in the Far East

Do the names of all these properties sound familiar? They certainly should.

In Part I of this series, we highlight the landmark emporia in the region’s more mature markets (Hong Kong, Taiwan, Singapore, South Korea and Japan). In Part II, we’ll investigate the luxury malls and shopping centres you need to get to know better in the emerging and frontier markets of the Far East (mainland China & South East Asia).

Louis Vuitton: Hide and Seek

Nowness presents Zoe Cassavetes’ new video for Louis Vuitton

Defying any of the stuffiness traditionally associated with luxury brands, Louis Vuitton’s new video, directed by Zoe Cassavetes and styled by Clare Richardson has an ethereal, ’60s-inspired mood that is all spiked eyelashes, free love, featherweight chiffon and gamine limbs.