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we’re back

here is everything i wrote in my notes app this week

the more i heal, the less ambitious i am (few reasons. revenge as a form of motivation kind of diminishes when you tackle why people’s bad wishes on you bother you. once you work on your own abundance mindest and realise that no one can take what’s meant for you, and that this external validation has no worth at all for your happiness, you take your own f’d up reward system. I used to live on haters are my motivators, which was useful as a great source of drive for me. as I am moving towards inner peace, some days faster some days slower, I also have to adjust my source of ambition)

I have been wondering if the art of unboxing will die out soon. it is still something that I do, but whenever I consume this kind of content it feels quite disingenuous to me. we know you’ve opened the box before closing it again to start filming. am I putting on a performance for myself? am I really this excited? I hope I am not saying that the unboxing is the most exciting part of owning a new product. do we buy for the unboxing?

the best day to try them on is the worst day. this is something I heard a PR person from loro piana about their products and I thought this was genius copywriting.

being overly negative is another form of delusion, not realism.
you can acknowledge that things can in fact, get better. that you do deserve better. being realistic doesn’t not mean diminishing possibility of happiness, success, health.

I need a purse bowl. the bowl you empty all your handbag things into at night, before repacking a new purse the next day or at night.

if i got to pick a new career it would be publicist and MEDIA TRAINER because how are you going into each podcast coming out with a new scandal oh my god. how are we not aware that the reporter is always there to get a story, they are not your new best friend. nothing is a safe space when you are in the public eye. have not looked into it properly but I guess it would by a mix of journalism and communication management that I would study. (I actually have a BA and MA these things, convenient)

i have never been scared of / made uncomfortable by a trans person in my life. men on the other hand.

if you are under 30 I need you to stop buying the row. things are not that serious. it’s the 2025 version of 2011 business casual in the club.

everyone wants a village but no one wants to be a villager! this goes for many things, such as doing a pharmacy run for someone, helping your friend move, babysit so that someone can have a date night.

but to me that also goes for social media support. I only follow 333 people and at least once a day I support everyones hustle. support is free! how do you expect to have online community but not like anyone’s content, or share it, or comment. subscribing to your friends newsletters, podcasts, whatever their business venture might be. if you are too cool for that I am sending you evil eyes.

„rich people who rich right“ is a crazy content concept to me. praising people for their insane lifestyles, I don’t know. I am also guilty of consuming content from that girl who goes clubbing at lists how much she spends, and that other girl who is engaged showing off her 500k wedding necklace, has there been a real increase of rich people content tied together with economic downturn, or is this just my algorithm? anyways the explosion of rich people influencers has a early instagrammer feel to me (apres 2008 crisis, actually the one where i started posting), a big indicator of economic decline where only people with wealthy backgrounds can survive in a creative industry, as it doesn’t pay.

speaking of- if you are in fashion and not tuning into these new tariffs being imposed, lock in. big changes. will American consumers soon stand in line in paris at the hermes and chanel stores? or will LVMH and co expand productions in the US? or will prices in US stay the same and the brands will just lower their margins to compensate?

loewe boys, i think a pretty vanilla decision (which, in this economy, for creative director choices you are either A. for calculable “this makes sense” decisions or B. needs total surprise shock value decisions. i am torn) and i am finding it hard to see them be able to pull both the depth and but also the humour that jonathan brought to loewe but happy to be surprised. because can you see someone’s full vision with more limited budget? this is a trick question because some young brands achieve it every single season.

that brings me to another problem though, whole brands running on like 16 unpaid interns. i’m looking at everybody, but surprisingly also the young brands who stand for “disrupting the system”, positioned as underdogs. you’re doing the same thing as everybody else in the system that you want to change, apparently. hodakova stepping into the footsteps of marine serre and co.

speaking of unpaid, i think in this economy it’s crazy you all post for a car brand for free. it’s a car brand! even if luxury. no one got paid for that mercedes trip in rome? aka the celebs get free cars probably but your PRs won’t tell you that. how are you doing whole posts from your mercedes benz photo call just for flights lol.

but you know who’s getting paid? demna at gucci. i am still so bamboozled by this, and don’t see it at all yet but equally cannot wait to see. to me, demnas work always feels a bit cold, whereas gucci in my mind is warm. does that make sense? however he clearly must have held the most insanely visionary mockup / presentation in front of the C suite of gucci and kering, otherwise he would not have gotten the job. actually now that I am writing this I am getting excited. i wonder how gucci would survive another in-house design team show with little press attention, but equally sure demna needs time to develop his vision. and I think he’ll still do his balenciaga couture show? or is that cancelled? idk how he would make it for a gucci september debut.

it was also cold at the moncler courcheval trip, a very cool show with a pretty uncool crowd.

these „top brands during fashion week“ posts about traction online say very little about sales. same as that lyst index doesn’t include brands who don’t wholesale. says nothing and stop sharing them.

donatella VERSACE. I am sad for her losing control

blazy had his first week in the chanel office this week!

speaking of chanel, wild how commercial their recent bag campaign is. dua lipa and jenny as ambassadors with very commercial content, but also everyone they gifted this bag to online in order to post it. chanel comms teams always pride themselves with indie castings and being under no pressure to sell, however the selection of the talent of that bag activations tells me the opposite. it’s giving economic downturn. they got all the girls who promote ALL of the brands

who are you rooting for to win the LMVH price? I love torisheju and francesco murano.

people since last year have said that hedi is in talks with armani. we do need an heir there and giorgio likes to work with hot men as we know. hehe

if your circle doesn’t inspire you, it’s a cage

it’s crazy how absolutely no one cared about that COS show in athens this week.

if i were maria grazia i would like a proper goodbye show, not a (repeat) pre fall show in kyoto and a cruise in italy where everyone has to pretend they don’t know what’s happening. i am very very excited about jonathan at dior, the maison deserves its magic back. can taste work in a economic downturn though? i was swiping through vogue runway images of dior under raf simons the other week, and how in love i was, especially with the couture shows. however the clients in the end wanted maybe something a little more commercial. so curious where jonathan will take the house, the salary must be unfathomable

who will take over dazed as editor in chief?

I love paloma elsesser’s shopping hauls on tiktok! knows her shit

I went to a department store recently that carries phoebe philo and I noticed all the price labels were gone. when I asked the SA he said “phoebe just doesn’t believe in the price being attached to the garment, it shouldn’t be important” and i lost it (internally).

what do you know about hermes horizon.

I will not follow people when the organic content / paid content ratio is off. how are you subscribing to someone that is trying to sell you things every day? does free will not exist to you?

talent space
people are getting less jobs, the brands are paying less. in this state, you are either playing the numbers game (an M behind your follower count and insane engagement) or the cool game (bringing value, community, standing for something, close to celebrity, etc) and if you don’t fit in either category it will become insanely difficult to book jobs, no matter how good your connections with brands / comms teams- loyalty fades when people need to sell!

I just saw a video of the girl that started that “nyc influencers are boring” online discourse and she said it got her fired from her corporate job!

very interesting discourse about a “body positive” influencer who got surgery and her community turned on her. do you own your audience transparency when this is what you built your platform on? how can content be body positive when someone is clearly uncomfortable in their body though. anyways, the greater problem is parasocial relationships. I do hope you never give me the power to hurt your feelings, as an online persona.

the job market is so bad, you might actually start following your dreams.

I am spending every day on pinterest and on tumblr, saving full outfits that I like helps me not buy the wrong things and visualise what I already have in my closet. I thought I’d be a good friend and show you my summer outfit moodboard. let me know if you can see the image, I am new to substack. and if you don’t know, I do ssense wishlists so you can save items, it’s a pre selection made by me for you. the current passwort on brendahashtag.com is still “relatable” :)

forever love the style of elsa and tonne.

that is all from me for now, I hope you are subscribed to brendawareness podcast on spotify or the apple podcast app :)

oh wait and I actually uploaded a youtube video! here

today’s mantra:

AND BEFORE YOU CRACK THAT LIL JOKE,

BETTER ASK YOURSELF IF YOU’RE READY FOR MINE.