The Brandsider

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Return to form
L'Oréal's major acquisition, the return of Victoria's Secret, and ShopyMy's bet on curation
 • Tamara Belair
Who makes a brand?
The creative director’s delicate role
 • Tamara Belair
Heritage isn't enough
Lessons in lineage from Dior, Gap, Hermès, and beyond
 • Tamara Belair
How brands create insiders
Why insiders are the ultimate moat
 • Tamara Belair
Become your brand’s biggest asset
An introduction to founder-brand fit
 • Tamara Belair
Labubu deserves to be more than a fad
Kasing Lung’s reclaiming of Labubu
 • Tamara Belair
When a brand breaks its oldest rule
Lessons from Maison Margiela’s new brand ambassador, Vyrao’s sex-themed launch, and Burberry’s W25 campaign
 • Tamara Belair
How to make a cult comeback
Gap’s denim revival, the Miu Miu girl defined, and Taylor Swift’s one-of-a-kind engagement ring
 • Tamara Belair
The devil wears Versace now
Prada Group is taking an L to build the next Italian fashion conglomerate, plus a peek into the creator economy
 • Tamara Belair
The Brandsider
The Brandsider
Case studies + insights on founder conviction, world-building, and the making of cult brands 🗝️ Follow @thebrandsider on IG + TT
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