Luxury Campaigns That Celebrate Playfulness

Luxury Campaigns That Celebrate Playfulness

The fashion industry often serves as a mirror that reflects the social and economic state of a given moment. In 2025, amid economic uncertainty with Trump’s related tariffs and global unease, luxury brands are responding with an unexpected yet welcome pivot: playfulness. Whether through surreal sets, eclectic casting, or tongue-in-cheek storytelling, luxury fashion’s latest campaigns…

Where Scent Meets Self: How Free Yourself Is Redefining Luxury Fragrance

Where Scent Meets Self: How Free Yourself Is Redefining Luxury Fragrance

There’s a quiet shift happening on bathroom shelves and nightstands — one that doesn’t come with celebrity endorsements, neon billboards, or viral TikToks (at least not yet). It’s coming from a fragrance brand called Free Yourself, and if you’ve experienced it, you know: this is not just perfume. This is something else entirely. Free Yourself…

Hublot’s Most Playful Use of Colour Yet

Hublot’s Most Playful Use of Colour Yet

Hublot’s Big Bang Unico Magic Ceramic It is difficult to write about Hublot without abusing words such as innovation and innovative, which the brand’s press releases sagely suggest. Well, the world’s most difficult to pronounce two-syllable watch brand name has delivered on what might be a genuine innovation in watchmaking – multi-coloured homogenous ceramic. Right…

XO Cape Arnna: The New Crown Jewel of the Turkish Riviera

XO Cape Arnna: The New Crown Jewel of the Turkish Riviera

Pack your best kaftans and consider upgrading that SPF — there’s a new player on the Turkish Riviera, and it’s coming for your sun-drenched, Aperol-fueled dreams. Meet XO Cape Arnna, the debut jewel in the glitzy tiara of the new XO Collection, which officially flung open its impeccably landscaped doors on April 15. It’s part…

The Suite Life: Why the Ritz Paris Is Still the World’s Gold Standard

The Suite Life: Why the Ritz Paris Is Still the World’s Gold Standard

Photo: Arthur Weidmann There are hotel rooms and then there are suites that change your standards forever. The Ritz Paris does not merely offer accommodation; it provides a mood, a memory and a myth. Its suites don’t just impress; they seduce. This is no small feat in a city dense with beauty. Walk through the…

Tommy Hilfiger Charts a Strategic Course with Limited-Edition Hilfiger Sailing Collection

Tommy Hilfiger Charts a Strategic Course with Limited-Edition Hilfiger Sailing Collection

Tommy Hilfiger recently unveiled its Spring 2025 limited-edition Hilfiger Sailing Collection, comprised of a 22-piece capsule that introduces a fresh take on the brand’s nautical codes, paying homage to the brand’s deep-rooted connection to the sea. As the brand celebrates its 40th anniversary, the “Hilfiger Sailing Collection” serves as both a creative and commercial pivot,…

8 Luxury Fragrances of 2025 That Intentionally Embrace the Floral Heart

8 Luxury Fragrances of 2025 That Intentionally Embrace the Floral Heart

Floral heart notes act as a structural bridge (as most heart notes do) and smooth the transition between the initial freshness of the top notes and the heavier, lingering base notes. Without a floral heart, a fragrance would jump too sharply from top to base, lacking olfactory harmony. Secondly, as the heart is usually the…

Watches that Challenge Conventional Time-Telling

Watches that Challenge Conventional Time-Telling

In an era dominated by atomic precision and digital synchronisation, these luxury timepieces defy horological orthodoxy. They do away with conventional hands and numerals — opting instead for poetic, mechanical and often theatrical expressions of time. Be it Cartier’s digital apertures, MB&F’s bulging sapphire domes or Van Cleef & Arpels’ blooming floral dials, these watches…