Very glad to be quoted in the latest article by Rachel Felder for the New York Times.
In the article, “How About a Knitted Sardine?”, Rachel profiles Kate Jenkins, a crochet artist recently commissioned by Hermès to take over the windows of its new Bond Street boutique.
I spoke with Rachel about luxury brands’ collaborations with unconventional artists and how brands need to strike a careful balance between brand alignment and playfulness.
This reflects a broader swift in contemporary consumer culture, where luxury codes are no longer exclusively highbrow but can also be expressed through cultural omnivorousness and humour.
Link to the article [here]