curious strategy by nouvôt

curious strategy by nouvôt

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curious strategy by nouvôt
curious strategy by nouvôt
When the Ground Shifts

When the Ground Shifts

Not going back, remembering forward

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Caitlin
May 21, 2025
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curious strategy by nouvôt
curious strategy by nouvôt
When the Ground Shifts
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We’ll never not be selling stories in times of turbulence. Image: Sis.

The Lyst Index Q1 2025 got it right in saying “One word can describe how the industry started 2025: turbulence.”

Hell, we can agree the accuracy of their word-choice extends beyond Fashion…hello, tariffs!

Within the first quarter, EIGHT major luxury brands announced changes in creative leadership: Chanel, Gucci, Balenciaga, Bottega Veneta, Maison Margiela, Celine, Jil Sander, and Loewe. (Pierpaolo this week.) Is this just everyday, bog-standard industry churn? Nope. It’s likely more a major sign that the creative center of gravity in fashion (and, by extension, culture) is in the shift.

But you’ve already read that article. You already know this.

The instinct in shifty moments like this might be to panic, or dive into trend-hopping, short-term pivots, but instead I’d argue that all this drama presents an alternative (more hopeful) opportunity: a moment to reset and rethink.

A somewhat business-oriented Let Them, if you…

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