I’m very pleased to announce that I’m joining Sapēre Publication as an Expert Contributor.
Sapēre is building an ecosystem around the luxury industry, bringing together knowledge, guidance and access for people who want to understand the industry more deeply, challenge existing thinking and contribute to what comes next. Its approach recognises that luxury does not exist in isolation. It is influenced by culture, creativity, business, technology, psychology and the people working across all of those disciplines. That immediately resonated with me.
A Shared Interest in Redefining Luxury
The luxury industry is changing, and with it the way we think about what luxury means. For me, this means questioning what we have accepted as the norm and reconsidering what we want the industry to stand for.
As a new chapter unfolds with the relaunch of Ethical Brand Directory, and following several years of exploring what it means to redefine luxury, supporting the launch of Sapēre Publication and its ongoing development feels like a natural partnership. There is a clear alignment in our thinking: a shared interest in questioning how the luxury industry operates, what we value and what we want its future to look like.
Style, Identity and Communication
A large part of my work comes down to communication. How we present ourselves influences how we are seen, understood and remembered. The same is true of brands.
Everything is a signal. Everything tells a story. Everything has context.
That is true of an individual deciding how they want to show up in a room, just as it is true of a luxury brand deciding how it presents itself.
Style is not simply about appearance. It is part of how we communicate who we are and what we stand for. The same applies to brands. The way something looks, sounds and presents itself contributes to how it is understood.
A New Chapter for Ethical Brand Directory
This thinking is also at the heart of the next chapter for Ethical Brand Directory. What began as a way of helping people discover more responsible fashion brands is now evolving into a luxury editorial platform exploring the future of fashion through sustainable luxury, craftsmanship, innovation and responsible business.
The direction is centred around Redefining Luxury – questioning what we value, what we consider progress and, ultimately, what luxury should mean in the future. Sustainability has always been part of that conversation, but I have become increasingly interested in the wider systems and assumptions underneath it.
What do we reward? What do we consider valuable? What does responsible business look like when it is no longer treated as an optional extra? And what happens when the things we once described as “sustainable” simply become the standard expectation of doing business well?
Responsibility and ethical practice shouldn’t be differentiators forever. They should become the standard.
Why Sapēre?
This is one of the reasons Sapēre feels like such an interesting ecosystem to be part of. Its focus on Knowledge. Guidance. Access. reflects something I believe is increasingly important within luxury: creating opportunities for people with different experiences and expertise to learn from one another and challenge the assumptions that shape the industry.
No one person or organisation has all the answers. And meaningful change rarely happens in isolation. When people with different expertise come together around a shared desire to improve an industry, we can achieve more than any one person or organisation working alone.
Different perspectives challenge assumptions. They bring new ideas into the conversation. They can reveal connections between areas of the industry that might otherwise remain separate. That is particularly relevant to luxury, where fashion, hospitality, design, technology, culture, business and human behaviour increasingly influence one another.
Sapēre’s belief in bringing those perspectives together is one of the things I find most compelling about the platform.
Contributing to the Conversation
As an Expert Contributor, I’ll be bringing my experience in style, identity, communication and sustainability into a wider conversation about the future of luxury. I’m looking forward to sharing what I’ve learned through my work, contributing a perspective that sits outside the traditional boundaries of fashion and learning from people working across other areas of the luxury ecosystem.
I’m also looking forward to being challenged. Because having a point of view matters, but so does being willing to reconsider it.
The opportunity to contribute to Sapēre’s ongoing work while being part of a community that is actively questioning, learning and imagining what comes next feels particularly timely.
If we want to redefine luxury and shape the future of the industry, we need more than individual points of view. We need people willing to question the status quo, learn from one another and work together to create something better.
I’m very happy to be part of that conversation.
