Luxury once whispered and the world leaned in. Today, it scrolls past unnoticed. In this 15-minute solo episode, we unpack the silent erosion of luxury’s power — and why it's time for a strategic reset. From algorithmic dependencies to diluted storytelling, this is a cultural diagnosis and a call to action: Luxury Maisons must reclaim authorship, distribution, and aura before the scroll strips it all away. Because in this industry, the question is no longer how to get seen — but how to be felt, remembered, and desired. We deep-dive into an article by Marc Abergel, luxury executive based in Paris.

• “Luxury traded sovereignty for exposure. Intimacy for impressions. Authorship for access.”
• “The Maison’s story used to be whispered like a secret. Now it’s shouted into the scroll.”
• “Big Tech platforms aren’t neutral. They’re temples of attention — with their own rituals, and their own gods.”
• “Visibility without control is exposure. And exposure, without the right frame, erodes aura.”
• “Luxury isn’t about showing up everywhere. It’s about being unforgettable in one place.”

What do Dior documentaries on Amazon Prime and Veuve Clicquot at a gas station have in common? They’re both powerful symbols of luxury losing control of its context. In this bold episode, we unpack why Big Tech platforms, designed for speed, reach, and mass attention, are incompatible with luxury’s codes of mystique, scarcity, and ritual. This is a call to arms: for luxury Maisons to stop outsourcing their stories, reclaim narrative sovereignty, and build cultural ecosystems that match the same standards as their ateliers.

• “In luxury, the frame is part of the value. And Big Tech platforms are not neutral frames.”
• “Would you sell Veuve Clicquot at a gas station? Then why surrender your story to TikTok?”
• “Desirability isn’t viral. It’s curated.”
• “Luxury Maisons mastered verticality, from vineyards to boutiques, but left their stories in someone else’s hands.”
• “We don’t need more followers. We need our own stage.”

In a surprising market shift, Hermès has overtaken LVMH in valuation — but the real story isn’t about numbers. It’s about the future of luxury itself.This episode unpacks how Hermès, once seen as too niche or too quiet, is now defining the new codes of desirability: restraint over reach, discretion over domination, and timelessness over trend.What can the rest of the luxury world learn from this? And is LVMH’s playbook still relevant in a post-hype era?A must-listen for anyone who cares about power, perception, and the next chapter in luxury strategy.

• “Hermès didn’t win by scaling. It won by staying still.”
• “In a world obsessed with speed, Hermès built desire through silence.”
• “LVMH mastered reach. Hermès mastered restraint.”
• “The future of luxury belongs to brands that whisper, not shout.”
• “True value isn’t built through visibility — it’s built through invisibility.”