Tyler Mitchell Shoots Ralph Lauren Pre-Fall 2025 Campaign | AOC Talks Values
/
Louis Vuitton Is Soul of LVMH 'Strategic Layering' Paradigm-Busting F1 Deal
/
Louis Vuitton Is Soul of LVMH 'Strategic Layering' Paradigm-Busting F1 Deal
Formula 1 [FI] has moved into the fast lane, striking new business alliances with Apple and LVMH starring Louis Vuitton in 2025.
Today we focus on LV and F1, with visuals from the new Formula 1 and the Apple Original Films' highly-anticipated movie movie in F1. The movie starring Brad Pitt and Damson Idris opens June 27.
Fresh off winning the prestigious 2025 Cannes Lions Grand Prix for their partnership with the Paris 2025 Olympic Games, this new F1 relationship announced in late 2024 represents what is called the LVMH “strategic narrative layering” approach across its maisons.
The fastest growing segment of F1 fandom is young women. From AOC’s perspective, layering bottles of Moët & Chandon into the F1 celebration experience, tying it directly to the Louis Vuitton brand experience is simply brilliant.
But hey — what do I understand understand about business in a purely transactional Wall Street world universe? ~ Anne
Read MoreReflecting on Abercrombie & Fitch Danzy Estates Tennis Closet Drop and Coco Gauff
/
Abercrombie Danzy Estates Has Sporty & Rich Vibes
I’ve spent a couple hours really looking at Abercrombie — and I admit the Sporty & Rich connection in my brain got my attention. It’s valid as the first data bit, but another topic was working its way to my frontal lobe.
It seems that Danzy Estates has an open door to create very aspirational marketing — even if a luxury hotel in the south of France probably isn’t in the making. Mike Jeffries’ whites-only brand messaging — to say nothing about his sexual proclivities — will hang around Abercrombie’s neck for a long time.
Anne had an upfront and personal view of the brand’s struggles around race, as Jeffries built his ‘empire’. She is happy to know that Coco Gauff is welcome at today’s Abercrombie.
Read MoreDom Perignon's 'Creation is an Eternal Journey' Ode to Humanist Thinking
/
Dom Perignon's 'Creation is an Eternal Journey' Ode to Humanist Thinking
The newest initiative from Dom Pérignon, titled "Creation is an Eternal Journey," is 2 minutes of video beauty, longing and enthusiasm for a life well-lived in a world infused with turmoil and conflicting values.
The distinguished champagne producer, part of the LVMH group, has collaborated with seven established creatives from various disciplines to reinterpret the Dom Pérignon narrative in nonmaterialistic self-expression and humanist values.
The Dom Perignon [IG] ‘Creation Campaign includes Zoë Kravitz - actor and director [film]; Tilda Swinton - actor and artist [cinema & art]; Iggy Pop - pioneering musician [punk rock legend]; Anderson .Paak - music producer and director [Grammy-winning artist]; Clare Smyth - Michelin-starred chef [gastronomy]; Alexander Ekman - dancer and choreographer [contemporary dance]; and Takashi Murakami - contemporary artist [visual art icon].
Most LVMH brands are adept at sophisticated marketing to clients for whom nuances matter. With anti-billionaire hate growing exponentially in America and around the world, brands must be extra careful in how they communicate their values. A new book ‘The Haves and the Have-Yachts: Disparities on the Ultra Rich’ offers a field guide to the ultra-wealthy, exploring their lives and influence.
Read MoreInside the Mind of Dior Creative Director Jonathan Anderson: How His Imagination Thrived at LOEWE
/
Inside the Mind of Dior Creative Director Jonathan Anderson: How His Imagination Thrived at LOEWE
The Northern Irish designer will present his first collection, Dior Men Summer 2026, in Paris on June 27, 2025, skipping a haute couture show and then showing in Paris Fashion Week in October.
Delphine Arnault says she remembers climbing the stairs to a small apartment Jonathan Anderson rented near the Gare du Nord. She was immediately struck by the clarity of Anderson’s vision for JW Anderson. In short order the LVMH group took a minority share in JW Anderson and appointed him creative director of Spanish leather goods brand Loewe.
For reasons I understand deeply, based on our tremendous support for Maria Grazia Chiuri, we want her light to continue to shine brightly. However, Delphine Arnault’s point about Anderson staying 11 years at Loewe — when he absolutely declined other offers — is valid.
In AOC’s love for Chiuri, I been raving for years about Jonathan Anderson at LOEWE. And this 40-year-old massive talent, spontaneous but also deeply schooled in design and product development has his own visions for Dior’s future.
We’ve added some of our favorite campaigns from Jonathan Anderson’s LOEWE years.
Read MoreMaria Grazia Chiuri Says 'Au Revoir' to Dior | AOC Shares a Breadcrumb from Jonathan Anderson
/
Maria Grazia Chiuri Says 'Au Revoir' to Dior | AOC Shares a Breadcrumb from Jonathan Anderson
I want to speak a moment about what I interpreted as a Grade A***** breadcrumb to Chiuri’s fans from the new Dior Men’s Artistic Director, also ‘waiting in the wings for the next big announcement’ regarding Dior Women.
For those of us for whom Chiuri is an absolute goddess on every level, Anderson’s quiet gesture might have been a coincidence. But I come from the school of people who believe there is no such thing as a coincidence at the highest levels of LVMH. Not like this one.
it was Jonathan Anderson’s ad campaign and film for his LOEWE Spring Summer 2025 Pre-Collection campaign that was a breadcrumb ‘diamond in the rough’ message.
The message was the arrival of Lilith, the mythological demon goddess believed to be Adam’s first wife. Lilith had no desire to be a tradwife, and she stormed out of the Garden of Eden.
Read MoreGlobal Trade Routes Are Key to Jo Malone's History of Fragrance and Food Festing
/
Global Trade Routes Are Key to Jo Malone's History of Fragrance and Food Festing
Out of the kitchen and onto the portico, Jo Malone creates a delicious vision of high-style British dining, brought to life by Samuel Bradley [IG]. AOC means Jo Malone the brand, owned by Estee Lauder since 1999.
One of Princess Kate’s forever favorites is Jo Malone’s Orange Blossom cologne, which first debuted in 2003. The fragrance is described as a ‘shimmering garden oasis’ and ‘pure delight’, with a scent created with white floral notes of tangerine and orange blossom.
In a world where 45% of consumers say they are prepared to use natural ingredients or food products as substitutes in their beauty routines, foods influence on beauty and fragrance is higher impact than ever.
As Curion research points out, 40% of consumers now prioritize natural ingredients in beauty products.
Tracing the history of global trade routes is another focus of AOC, and Anne could be lost for days in new discoveries. AOC is infused with these learnings.
Read MoreVogue Italia's June 2025 Fendi Focus Is Timely As LVMH Titans 'Up the Ante'
/
LVMH Titans Vuitton and Dior Create a Super Brands Team
I see these two LVMH titan brands — Louis Vuitton and Christian Dior — as bookends in this critical luxury business moment.
LVMH has a serious poker hand: Celine will debut in July with its new designer Michael Rider. The word in financial circles is that Loro Piana has edged out Celine in the 2.25-2.5 billion range.
If Fendi will meet the divine, luxury-brand goddess, LVMH financial rainmaker for real — in Rome, where her heart and spirit want to be, this team is playing on steroids, in this high-pressure, no mistakes allowed business moment.
All Roads Lead to Rome, But About Avignon . . .
Especially because AOC is so deep in writing about the Crusades, the birth of humanism and now Pope Leo as a foil to MAGA Republicans, my jaw-dropped as low as it ever has, when Nicolas Ghesquière, Artistic Director of Louis Vuitton Women roared into Avignon last week.
When LV roared out of town, the world’s biggest luxury brand had delivered a big message to all parties. To AOC LV said:
“For crying out loud, Anne. You love that our Notre Dame Cathedral in Paris has Adam, Eve and Lilith installed in a relief. Do you seriously think that the French were not deeply involved in the launch of the Renaissance?
If we’re in another historical moment that changes the course of history, France is center stage. Capeesh?
We had to move the Papacy to Avignon from 1309 to 1377, because Rome looked like a MAGA rally on January 6, 2021. Why don’t you write up that story, Anne!”
Trust me, guys. It’s all in the hopper. ~ Anne
Read MoreDior Ambassador Anna Sawai for Vogue Japan | Dior Pre-Fall 2025 Show in Kyoto
/
Dior Ambassador Anna Sawai for Vogue Japan | Dior Pre-Fall 2025 Show in Kyoto
New Zealand-born Japanese actor Anna Sawai [IG] became a Dior ambassador in early February, wearing a custom look designed by Maria Grazia Chiuri to the 2025 Golden Globes. Sawai is best known for her major awards-winning role as Toda Mariko in the "Shōgun" series.
Today Anna Sawai covers the July 2025 issue of Vogue Japan [IG], wearing key pieces from Dior’s Pre-Fall 2025 collection, shown at Kyoto’s Toji Temple in April. The kimono shape used extensively in the Dior collection reflects the Japanese philosophy of understated elegance and harmony with the surrounding environment.
Maria Grazia Chiuri is known for her collaborations with local artisanal communities. In the Kyoto show, she partnered with the historic Tatsumura Textile atelier to produce what Vogue Runway called “craftsmanship nothing short of couture”.
With her commitment to understanding better the design architecture of the kimono — including its unisex modernity — Chiuri created another of her timeless investment-worthy collections, inspiring a word not common among fashion shows to describe the Kyoto experience.
Dior delivered an evening of ‘Grace’. Nice. ~ Anne
Read MoreYilhan Hua in Valentino 520 Campaign 2025 and a Look at China's Independent Women
/
Yilhan Hua in Valentino 520 Campaign 2025 and a Look at China's Independent Women
Rising Chinese model Yilhan Hua fronted the Valentino 520 Campaign 2025. Francesca Cefis styled the young woman considered to be a future fashion superstar in images by Liv Liberg [IG].
Standing at 5’11” tall, Hua very much represents modern women in China: accomplished women who aren’t in any hurry to get married.
Many women are choosing to prioritize education and careers over traditional marriage and motherhood, and they are also contributing significantly to China's economy through their spending power. Read the details.
Read MorePierpaolo Piccoli Becomes Balenciaga Creative Director in Time for October's Paris Fashion Week
/
Pierpaolo Piccoli Becomes Balenciaga Creative Director in Time for October's Paris Fashion Week
In a luxury fashion industry seeking good news, the appointment of Pierpaolo Piccioli as Balenciaga’s creative director starting July 10th is worthy of fireworks.
Kering confirmed Monday evening in Paris that the highly-regarded talent will show his first collection during Paris Fashion Week in October.
As the Wall Street Journal’s Andrea Figueras wrote today in announcing the Balenciaga appointment, “Coupled with Gucci’s difficulties, Kering was hit by Balenciaga’s scandal in 2022 over controversial ad campaigns featuring children.”
WSJ isn’t just being difficult with these jabs. There is a method to their madness.
Read MoreThom Browne Summer 2025 Collection Rides Wave of 2025 Met Gala Success
/
Thom Browne Summer 2025 Collection Rides Wave of 2025 Met Gala Success AOC Fashion
Thom Browne invites us to meet him in the garden for champagne on the lawn, where we will find a light breeze skimming the grass.
Flamingos are sure to join us, dropping by to celebrate not only the Thom Browne Summer 2025 Collection but the superb Met Gala 2025 showing of Thom Browne’s take on Black dandyism.
Models Debra Shaw, Liz Kennedy, Sam Nixon and Thatcher Thornton are already present at the celebration. The designer Thom Browne himself tapped Spanish photographer now based in Paris Kito Muñoz [IG] to shoot the campaign in Miami.
Read MoreBvlgari, Balmain and Johnnie Walker Whiskey Meet Up with Priyanka Chopra Jonas and Olivier Rousteing
/
Bvlgari, Balmain and Johnnie Walker Whiskey Meet Up with Priyanka Chopra Jonas and Olivier Rousteing
The Met Gala 2025 debut of the Bvlgari Magnus Emerald Necklace a rare emerald of 241.06 carats, is the largest faceted stone ever set by Bvlgari. Officially debuting in Taormina, Sicily on May 19, Priyanka Chopra Jonas owned the green-envy, Bvlgari moment Monday night.
We share the main event story in Jewelry News, including Chopra Jonas wearing a Balmain Couture gown by Olivier Rousteing at the Met Gala. As my writing evolved — because I check everything and everybody’s IGs — Johnnie Walker US entered the visually-fantastic, high-credentials marketing drama anchored by Bvlgari.
It’s a subplot to the main event Met Gala, sponsored by Louis Vuitton and Instagram. But it’s a superbly-executed, multi-chapter read.
Read MoreThe Worldly, Historic, Marrakech-Born 1910 Bacha Arabica Coffee Arrives in Paris
/
The Worldly, Historic, Marrakech-Born 1910 Bacha Arabica Coffee Arrives in Paris
Marrakech has a strong reputation for its coffee houses due to the historical importance of Bacha Coffee, a cafe that opened in 1910 within the Dar El Bacha Palace.
It was considered the highest authority on the coffee experience in Marrakech and hosted dignitaries like US President Franklin D. Roosevelt, UK's Prime Minister Winston Churchill, filmmaker Charlie Chaplin and entertainer Josephine Baker.
Fast-forward to now, and the history and reputation of Arabica coffee served at Bacha Coffee can be experienced in Paris at 26 Av. des Champs-Élysées. In a testament to grandiosity, this three-floors, 1500 sq. meters, undeniable temple of Arabian coffee rivals all we know about the ‘memorable before it even opens’ Louis Vuitton Hotel, under construction at 107 Av. des Champs-Élysées in Paris.
Read MoreLoro Piana Resort 2025/26 Collection, CEO Frédéric Arnault Update
/
Loro Piana Resort 2025/26 Collection, CEO Frédéric Arnault Update
In the latest Loro Piana Resort 2025/26 images shot by Annemarieke van Drimlen [IG] with styling by Aleksandra Woroniecks, AOC checks in on Loro’s next-century transition after celebrations end for current 100th anniversary projects. At the top of the list is new 29-year-old CEO Frédéric Arnault.
Loro Piana As #3 Brand at LVMH
Loro Piana Resort 2025/26 Collection, CEO Frédéric Arnault Update
Its generally believed that under the strong leadership of Damien Bertrand, Loro Piana has about €2.5 billion in annual sales, equivalent to $2.7 billion, according to WSJ.
If accurate, Loro Piana has edged out Celine as the third highest-revenue LVMH gem behind Louis Vuitton and Dior.
Damien Bertrand will become deputy CEO of Louis Vuitton, effective June 10, 2025, reporting to Louis Vuitton CEO Pietro Beccari.
Read MoreJacquemus 'GOING BANANAS FOR JON' April 2025 Campaign by Andrew Jacobs
/
Jacquemus 'GOING BANANAS FOR JON' in LA April 2025
American actor Jon Gries, presently playing the role of Greg on ‘The White Lotus’, has gone bananas in the new Jacquemus [IG] campaign, inspired by the color yellow.
Cheekily titled ‘GOING BANANAS FOR JON’, Jacquemus is being subversive but in such a delightful way to celbrate its new flagship store in LA.
Located at 8804 Melrose Avenue, on the corner of Robertson Boulevard, the flagship celebrates the beloved, south-of-France-inspired Jacquemus ethos.
AOC recalls Pharrell Williams trying to park his Tesla cybertruck in front of the Louis Vuitton store in Miami in January 2024 and failed. The moment was only the beginning of Tesla’s problems.
Jacquemus took a much simpler route for a grand-entrance vehicle in LA. Check it out.
Read MoreThe ‘Prada Days of Summer 2025 Campaign’ Finds Wisdom in Calm Waters
/
The ‘Prada Days of Summer 2025 Campaign’ Finds Wisdom in Calm Waters
Prada [IG] releases its ‘Prada Days of Summer 2025 Campaign’ lensed by Oliver Hadlee Pearch [IG] with creative direction by Ferdinando Verderi and designers Miuccia Prada and Raf Simons.
Prada is known for being one of fashion world’s most intellectual brands.
Pearch’s calm waters are distinctive in the summer campaign images. Of course, AOC turns to the lessons of history to consider not only the waters, but also the faces of the campaign traveling in small boats.
The symbolism and mythology of calm waters have been the source of contemplation and meaning across all continents and religions in the history of humankind.
A Lesson from Icarus for Elon Musk
In the Greek myth Icarus likely saw his reflection in the calm waters of the sea — as he plunged to his death. Ignoring the advice of Daedalus that he not fly too close to the sun — or his wings would become dysfunctional as the wax holding them together melted — Icarus could not resist separating himself from the rest of humanity as a sun god.
Read MoreThe Jacquemus x Timberland 'La Bateau' Is Perfect for Rowing to a Fight Oligarchy Rally
/
The Jacquemus x Timberland 'La Bateau' Is Perfect for Rowing to a Fight Oligarchy Rally
Timberland calls it “a new shade of iconic”. Too bad that ‘iconic’ is now the most overused word in fashion, because this New Hampshire wilderness meets Jacquemus south of France ‘La Bateau’ 3-Eye boat shoe just might live up to the meaning of the word ‘iconic’.
Or as the AOC/Bernie Sanders ‘Fight Oligarchy’ tour around America would say “a Riviera-looking AOC joins forces with New England workwear Bernie Sanders” and the crowds are losing their damn minds.
Read MoreVersace La Vacanza 2025 Campaign by Zoë Ghertner Brings Medusa to Mind
/
How Will Medusa Express Herself As Prada’s Versace Deal Moves Towards the Finish Line?
Luxury brand Versace has often taken its inspiration from Mediterranean mythology, particularly Greek mythology, as evidenced by its iconic Medusa logo.
Making Medusa the symbol of Versace was a daring act, deeply embedded in ancient history and the takedown of women by a rising patriarchy, who sought to control every aspect of women’s lives.
Like Lilith, Medusa was portrayed as demonic — and that was a purposeful act by the ancient-world men in charge.
Donatella Versace’s ongoing involvement with Versace as a brand ambassador, post Prada’s acquisition, is a living — not archived — critical resource. Medusa sits atop the Versace story, and we hope to hear from her soon.
Read MoreBrunello Cucinelli BC Duo Bag Campaign
/
