Luxury brands are failing in their storytelling
Luxury has a rich heritage to draw on – why aren’t brands telling stories better? There are lessons to be learned from new players
Olivier Rousteing Balmain
Can luxury brands hack their own growth?
Exclusive brands have shied away from scaling their businesses by exploiting digital networks, but shrinking marketing budgets could change their minds
From Kardashian to couture: how Balmain got its 21st-century buzz
Olivier Rousteing, the fashion house’s 28-year-old creative director, explains why he’s obsessed with social media and star power