Dear all, Luxury brands are famous for cultivating an impression of exclusivity. This week's data has a theme: brands making exactly one of something. Kith and BMW built a one-of-one X5 show car that is not for sale, and 5.5M people watched it anyway. Bugatti

Dear all, I hope you are enjoying your summer break. I'm writing this issue from beautiful Mexico before flying back to Miami soon. While you are perfecting your tan on the beach, some luxury brands are spending their time in a very short list of places, like Saint-

712 million views, 3,531 posts, a full year of data. The map of how luxury and beauty took over sport, and the brands that won it.

Dear all, The news has been hard to read lately. And when the world turns gloomy, what's best than joining thousands of people to walk into a park and hear music together for three days. Festivals are one of the few escape pods we have left, and this

The 150 brands that owned luxury and beauty video in the first half of 2026, ranked by views. 179 slides, free.

Dear all, The FIFA World Cup 2026 is now officially over and What The Luxe is back! In the stadium, the best teams in the world have competed against each other to gain the precious golden trophy (whose case is created by Louis Vuitton, by the way). Outside of the

Dear all, It's been a while. I'm coming back with something worth your attention for the #100 episode of What The Luxe! The Estee Lauder Companies x Puig potential merger is one of the most interesting strategic moves luxury beauty has seen in years. I'

AI companies suck at Marketing... ... while Luxury Brands are the best at creating legendary branding. Could there be an opportunity here? What if OpenAI, Anthropic or even Mistral learned a few pages of the luxury marketing playbook? That's one of the fascinating topics we've discussed with