Coach, Community & What Most Brands Get Wrong

How Everlane and Marc Jacobs Lost the Plot

This week on Decode Sessions, we're unpacking two very different brand stories. Everlane, the poster child of "radical transparency", has been acquired by Shein, sparking outrage across fashion and sustainability circles. Marc Jacobs has been sold by LVMH after years of strategic missteps, raising questions about luxury, relevance and what happens when a brand stops listening to its audience. From sustainability as a buzzword to the dangers of chasing prestige, we explore what these stories can teach every modern brand.

Coach, Community & What Most Brands Get Wrong

Most brands say they want a community. What they actually want is an audience that buys things. The problem? People can tell the difference. In this episode of Decode Sessions, we unpack why community has become one of the most misunderstood words in marketing, how coaching culture is reshaping consumer expectations and what brands get wrong when trying to create genuine belonging.

Did Tech Bros Kill the Met Gala?

Did tech bros kill fashion's biggest night? This week on Decode Sessions, we unpack why the Met Gala became the "Tech Gala" and what Bezos, Zuckerberg and Amazon reveal about the new fight for cultural power. Because money can buy a seat. But can it buy culture?

The Indie Beauty Boom: Why Saltair & Naturium Are Winning

Why are founder-led beauty brands dominating right now? This week on Decode Sessions, we break down how Saltair and Naturium built cult followings through authenticity, smart positioning and accessible luxury.

From the Metaverse to Milan: How Tech Is Copying Luxury Brands

Tech once promised we'd all live in the metaverse. Now, it's signing leases on Fifth Avenue, opening immersive stores, building creator hubs, and borrowing the one thing fashion has always mastered: world-building. In this episode of Decode Sessions, we unpack how Meta, Nothing and Anthropic are moving from pure utility to lifestyle identity, and why physical spaces, cultural positioning and real-life activations are becoming the new battleground for tech. We also decode Salone del Mobile and why Milan Design Week has become fashion's most intellectual playground: slower, more tactile, more cultural and a sharp contrast to the content-machine energy of Coachella.