From September 24 to 27, Naples starts to truly breathe the America’s Cup. We are not yet at the challenge that will award the trophy, which comes in 2027, but this week in the Gulf […]
MILAN FASHION WEEK 2026: IT’S NOT JUST ABOUT THE SHOWS. IT’S FASHION DICTATING ITS OWN STYLE
From September 22 to 28, Milan is back at the center of international fashion with the Spring/Summer 2027 Fashion Week. There are 203 events on the calendar, between shows, presentations and other happenings. That’s a […]
WHITE MILANO: FASHION, RESEARCH AND TRENDS IN A SINGLE DISTRICT
During Milan Fashion Week the city changes pace. Shows, presentations, events, showrooms, palaces, industrial spaces, locations that change every time. It is a diffuse kind of fashion, constantly moving around Milan and forcing operators, press […]
HERMÈS VS LOUIS VUITTON: TWO IDEAS OF LUXURY, TWO IDEAS OF POWER
The story between LVMH and Hermès has resurfaced once again and, beyond the financial aspects, it says a lot about two different ways of understanding luxury. Reuters has reconstructed court documents showing that as early […]
LONDON STARTS OVER FROM MEMORY. FROM SWINGING LONDON TO A NEW IDENTITY
LFW London Fashion Week kicked off on September 17. The first collections already show some interesting signals. Not a clear direction yet. Probably not even fully conscious. But something seems to be moving: London is […]
MILAN FASHION WEEK: BEYOND THE RUNWAYS, THE SUPPLY CHAIN DESERVES MORE RECOGNITION
From September 22 to 28, Milan returns to the center of international fashion with Spring/Summer 2027. The calendar is very packed and confirms how Fashion Week has become something more than the runway alone. Today […]
TOMMY HILFIGER BETWEEN URBAN SPORTSWEAR AND CLASSIC: NEW YORK FASHION WEEK, AMERICAN FASHION AND POP CULTURE
Tommy Hilfiger has always been a bit of a mystery to me. A powerhouse American brand. Instantly recognizable. With a significant history. Yet I’ve always struggled to really place it. On one side, […]
WHEN AUDIOVISUAL BECOMES A SYSTEM: WHAT’S LEFT OF THE WORK?
At the peak of image dematerialization, Christopher Nolan’s Odyssey chooses the extreme physicality of IMAX film. But it would be a mistake to turn this into nostalgic praise for analog. Nolan isn’t going backward. He […]
MICHAEL KORS, WHEN FASHION BECOMES ARCHITECTURE
At New York Fashion Week, Michael Kors brings Spring-Summer 2027 to the runway. He starts not with decoration, but with form. The reference is American modernism. Think Alexander Calder, Carmen Herrera, Ellsworth Kelly. Clean geometry, […]
VENICE 83 AND ITALIAN CINEMA. FIVE FILMS, ZERO PRIZES. THE PROBLEM RUNS DEEPER
Five Italian films in the main competition. Not a single award. That’s not enough to declare Italian cinema in crisis. But it’s enough to ask whether this result reveals something deeper. Italy did win one […]
RICCARDO SCAMARCIO. FROM ITALIAN CINEMA’S HEARTTHROB TO BEST ACTOR AT VENICE
For a long time, Riccardo Scamarcio was mostly the good-looking face of Italian cinema, the one from Tre metri sopra il cielo, who almost overnight became the idol of a generation and one of the […]
BBC, RAI AND OTT PLATFORMS. THE BATTLE TO KEEP AUDIENCES BY REINVENTING THEMSELVES
Sara De Marco published a reflection on BBC’s new direction. “Opening roads, creating paths, unlocking possibilities.” That formula strikes me as very effective. It captures the direction British public broadcasting is trying to take. […]
HUGEL. FROM MARSEILLE TO IBIZA, THE DJ WHO TURNED UP THE HEAT THIS SUMMER
Some tracks you recognize instantly. Even when you have no idea who made them. HUGEL built part of his success on that familiarity: vocals that stick in your head and beats that carry you […]
GEORGE CLOONEY IN VENICE. A GOLDEN LION FOR ALMOST THIRTY YEARS OF CINEMA
George Clooney has returned to Venice to receive the Golden Lion for Lifetime Achievement. Not to accompany a new film, but to be celebrated for a career that now spans almost thirty years of cinema. […]
LUXURY IS GROWING AGAIN BECAUSE IT WAS FORCED TO GO BACK TO DOING LUXURY
The luxury market is showing some signs of growth again. We are certainly not back to the years immediately after the pandemic, when it seemed everything could rise without limits, but something is moving. LVMH […]
COMMUNICATING MORE DOESN’T MEAN COMMUNICATING BETTER. SOCIAL MEDIA MUST BE USED WITH INTELLIGENCE
In 2024 I wrote an article starting from some reflections by Seth Godin on the future of marketing, observing how authenticity, quality and long-term strategies would end up counting more and more compared to the […]
BREAKING THE CHAINS OF HOMOGENIZATION: THE POWER OF UNIQUENESS IN A UNIFORM WORLD
Never before have we had so many tools to express ourselves, tell our story, show who we are and reach others. And yet this enormous possibility of communicating seems to have produced a paradox: while […]
WINNING MARKETING STRATEGIES: THE VIRAL IDEA
From word of mouth to specialization: why standing out matters even more today How does an idea that can circulate, be repeated and become recognizable come to life? And why do some manage to get […]
“CENTRO DI GRAVITÀ PERMANENTE”: WE’VE BEEN SINGING IT FOR FORTY YEARS, BUT BATTIATO WAS TALKING TO US ABOUT GURDJIEFF
For more than forty years we have been singing “cerco un centro di gravità permanente” (“I’m looking for a permanent center of gravity”). A line that has entered common language, almost proverbial. But behind those […]
A SHORT TEXT, A HUGE ECHO, A SHOCK WAVE: THE SEMANTIC FORCE THAT STAYS INSIDE
I listened to Lazarus by Porcupine Tree and it struck me immediately. It is a very beautiful piece, but above all it has something that stays. I went to read the lyrics carefully, trying to […]
CARL GUSTAV JUNG, BEYOND THE BOUNDARIES OF THE PSYCHE
Carl Gustav Jung devoted his life to the study of the human mind, but reducing him to psychology alone would be limiting. This is one of the aspects I have always appreciated about him. He […]
SWINGING LONDON. THE RENAISSANCE OF CREATIVITY
After Florence, London showed that beauty, music and fashion can become development, identity and future. I have always thought that in the history of Western culture there have been two great Renaissances: the Florentine one, […]
THE PINEAL GLAND BETWEEN SCIENCE, CONSCIOUSNESS AND THE SUBTLE FIELD
We have heard about the pineal gland in every possible way, especially over the last fifty or sixty years. Medicine, neuroscience, ancient traditions, the third eye, meditation, DMT, fluoride, calcification, the subtle field. A tiny […]
PLANTS, BEYOND THEIR HEALING POWERS, ARE SO MUCH MORE
PLANTS, FAR MORE THAN SIMPLE VEGETABLES The great animated film Avatar (2009), in which director James Cameron’s limitless imagination created a new world, inhabited by beings at times fascinating, at times frightening. But what certainly […]
AWARENESS NEVER AGREES WITH YOU. CHEMISTRY DOES.
We are far better at building a bearable reality than at facing the real one in front of us. Awareness interrupts this balance, removes the filters and forces us to look at what we had […]
THE BRAIN PRODUCES THOUGHTS THE WAY THE HEART PRODUCES BEATS, BUT NOT EVERYTHING WE THINK IS TRULY “OURS”
Much of what passes through our head doesn’t arise from a conscious decision. A thought arrives while we are doing something else, presents itself with a voice of its own, sometimes with a certain insistence, […]
ANTIMATTER: CERN MANAGED TO TRANSPORT A TINY AMOUNT OF IT
After theorizing it, observing it, producing it and learning to control it, we have now managed to transport it too. Antimatter has traveled on a truck, for about five kilometers, inside CERN in Geneva. It […]
TERAFAB, THE US PROJECT TO PRODUCE CHIPS WITHOUT DEPENDING ON OTHERS
Do you know the CERN particle accelerator, that great ring in which particles are pushed to speeds very close to that of light? A similar principle could soon enter the most delicate game in the […]
WRITING TO GIVE SHAPE TO WHAT REMAINS UNDEFINED WITHIN US
Writing is not just about communicating with others. It means bringing to the surface thoughts, intuitions, and emotions that exist within us but have not yet found a fully recognizable form. Some ideas remain fluid, […]
BALENCIAGA HAUTE COUTURE PARIS: PICCIOLI BRINGS THE MAISON BACK TOWARD CRISTÓBAL
Pierpaolo Piccioli’s debut marks a return to classic couture, to volumes, to the architecture of the dress and to the highest memory of Balenciaga. All of it, however, inside the equatorial oven of a runway […]
LOUIS VUITTON WITH PHARRELL WILLIAMS: FROM THE FRENCH SALON TO POP CULTURE
With the Spring/Summer 2027 men’s collection, Louis Vuitton continues the path begun under the creative direction of Pharrell Williams, a figure who has brought into the French maison a cultural universe very different from the […]
TOD’S, ITALIAN LUXURY AS STATE OF THE ART, MATERIAL AND EXPRESSIVE POWER
At Villa Necchi Campiglio, during Milan Men’s Fashion Week, Tod’s presented the Spring/Summer 2027 men’s collection, “The Italian Wardrobe”. Not a simple sequence of garments, but a very precise story of living the Italian way: […]
ARMANI GOES BEYOND THE SS27 MEN’S SHOW AND STAGES THE WOMEN’S CRUISE
At the Giorgio Armani Spring/Summer 2027 show many observers will have noticed a particular element: alongside the menswear looks, several female models also walked. It was not a casual choice. Armani had officially announced a […]
PRADA, WHEN EXPERIMENTATION OVERTAKES THE SENSE OF THE PRODUCT AND OF IDENTITY
Prada remains a brand I deeply respect for its ability to hold together research, industry, vision and product. It is one of the few Italian brands that has managed to build a strong system, thanks […]
RALPH LAUREN: CONSISTENCY IS NOT A LIMIT, IT IS AN ASSET THAT MULTIPLIES
You can fill a wardrobe with different styles, loud brands, garments bought on the wave of the latest moment, only to find yourself shortly after with objects already worn out in perception, emptied of value […]
PITTI UOMO 110 CLOSES HOLDING STEADY. SS2027 MENSWEAR BETWEEN MARKET AND PRUDENCE
Pitti Uomo 110 is over, and SS2027 menswear moves from Florence to Milan, as per the calendar. Before looking at the Milanese week, however, we still have to read the balance sheet of the Fortezza […]
PITTI UOMO 110. FLORENCE LIGHTS UP THE NEW GRAMMAR OF MENSWEAR
At Pitti Uomo 110 a direction emerges clearly: menswear no longer limits itself to presenting garments, collections or accessories. More and more often it builds worlds. And perhaps this is exactly Pitti’s difference from other […]
ITALIAN MENSWEAR. THE MARKET NARROWS, VALUE IS REDEFINED
In mid-2026, Italian menswear shows a clear signal: the market is not simply slowing down, it is selecting. In the first two months of the year, according to Confindustria Moda data, Italian menswear exports fell […]
THE STORY OF LEGO AND THE PERSEVERANCE OF OLE KIRK KRISTIANSEN
Before the brick, before plastic and even before the LEGO name, in the life of Ole Kirk Kristiansen there was fire. It was 1924 and Ole worked as a carpenter in Denmark. Two of his […]
LA MILANESA PRESENTS GIROTONDO, THE 2027 COLLECTION
You know how much I love telling the story of Italian excellence, especially when it comes from flair, personality and that capacity, all our own, of turning an object into a language. This is one […]
ITALIAN DESIGN STARTS MOVING AGAIN
The Italian furniture market is growing again. Not by much, but it grows. In 2025 the sector posts +1% and reaches 15.6 billion euros, after a weaker 2024. It is not an explosion, not a […]
LUXURY HAS CONSUMED ITS OWN DESIRE
After years of growth, rising price lists and brand overexposure, the sector is called to rediscover quality, measure and truth. By now many think it, and more and more observers are beginning to write it […]
ZEGNA IN MALIBU: LA VILLEGGIATURA AS A GLOBAL LANGUAGE
Malibu has a light you don’t easily forget. I have worked there too, with photography, and I know how generous that coast is: not only for the colors and the scenery, but for the energy, […]
ZEGNA IN MALIBU: LA VILLEGGIATURA AS A GLOBAL LANGUAGE
Malibu has a light you don’t easily forget. I have worked there too, with photography, and I know how generous that coast is: not only for the colors and the scenery, but for the energy, […]
ERASMO BUGLIONE: COMMERCIAL DIRECTION IN FASHION, BUSINESS, AND NETWORKING
– Some professionals don’t just belong to a product. They belong to the system that brings that product to market. Erasmo Buglione is one of them. His profile spans commercial direction, sales network development, […]
HANDS OFF MICHAEL JACKSON
We watched the latest series. The feeling is clear. This isn’t a search for truth. The legal truth was already sought, debated, and established twenty years ago. In a real courtroom. After nearly five months […]
MADONNA IN TIMES SQUARE. SHE CELEBRATES THE POP RITUAL IN THE TEMPLE OF THE VISUAL ALGORITHM
Trends, languages, music, and underground cultures now burn out at the speed of a bit. In the heart of a forest of screens, images, and messages fighting for every second of our attention, […]
ITALIAN TOURISM: OUR OIL IS BEAUTY, BUT WE NEED A BETTER SYSTEM
Years ago I wrote that tourism could be our oil. Read the article from 2013. It was a simple image. Maybe a bit strong. But it captured what Italy had right in front of its […]
A NATION DOESN’T JUST DEFEND ITS BORDERS IT DEFENDS ITS ASSETS
A nation doesn’t just defend its borders. It also defends what makes it recognizable, productive, desirable, and necessary in the world. For Italy, this means protecting a heritage that isn’t made of a single sector. […]
NICOLA NAIMOLI: WHEN VINTAGE BECOMES FASHION’S LIVING HISTORY
At Momo Vintage, Nicola Naimoli presents archive clothing as living matter. Memory of style. A form of contemporary culture. There’s a moment in fashion when a garment stops being just something to wear. It becomes […]
PROJECT PANAMA: WHY ANTHROPIC DIGITIZED AND DESTROYED MILLIONS OF BOOKS
Anthropic’s Project Panama is making headlines these days. One detail in particular is hard to ignore: millions of books bought, cut apart, scanned, and then sent to recycling to feed artificial intelligence systems. But if […]
THE POINT ISN’T TO WEAKEN REFLECTION. THE POINT IS TO UNDERSTAND WHERE THOUGHT MUST GO.
About yesterday’s article, there’s one point I keep coming back to. They tell us that increasingly powerful systems could, within a few years, become a threat to humanity. It’s a scenario that deserves attention, certainly. […]
WHEN AI BUILDERS TELL US AI IS DANGEROUS: REALITY OR NARRATIVE?
The story got really interesting—and in some ways troubling—when Jacob Coxon, 27, a researcher who worked first at OpenAI and then at Anthropic, decided to leave with a pretty heavy statement: we are building increasingly […]
THE QUESTIONS WE NEED TO ASK ABOUT GENERATIVE AI
HOW MUCH AGI SCARES US For years the debate on artificial intelligence focused on an almost philosophical question: could a machine ever think, create, or reason like a human being? Today that question is starting […]
NINA KRAVIZ. FROM A SIBERIAN RADIO TO TECHNO’S BIGGEST STAGES
Today Nina Kraviz is one of the most recognizable names in global techno. DJ, producer, singer, and founder of her own label. Over the past twenty years she has built a very precise […]
ALDO, GIOVANNI AND GIACOMO. THIS TIME, THE NEW FILM HAS SOMETHING DIFFERENT
Aldo, Giovanni and Giacomo return to theaters with Magari un’altra volta, directed by Tobia Passigato and hitting screens January 28, 2027. But this time, the trio seems to have chosen less predictable ground than traditional […]
Sure-com America 