The luxury business has always been, at its core, a proposition about legibility — the idea that a handbag or a watch could be read by others as a statement about its owner's place in the world.
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By StuAIrt Elliott
· June 25, 2026
The luxury business has always been, at its core, a proposition about legibility — the idea that a handbag or a watch could be read by others as a statement about its owner's place in the world.
The requirements for starring in a television commercial have traditionally included such attributes as youth, vigor and the ability to remember one's lines without assistance.
There was a time, not so long ago, when the phrase "AI-powered advertising" was deployed mainly by technology companies trying to impress investors, and by agencies trying to impress clients who had just read about technology companies trying to impress investors.
The French Riviera has seen any number of intellectual fads wash ashore over the decades, from the existentialists who once populated its cafes to the advertising executives who now populate its yachts.
For decades, the business of professional basketball has operated on a familiar principle: the athletes provide the cultural currency, and everyone else figures out how to spend it.
