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Luxury brands can no longer control where their stories are told or who tells them.

Today, luxury marketing happens across platforms brands do not own, through creators who do not work for them. And that may be the biggest opportunity for authentic storytelling and cultural relevance the industry has ever seen.

Last week at Cannes Lions, I had the privilege of recording a LIVE episode of the Beyond Luxury Podcast @beyondluxury.podcast with Morin Oluwole, former Head of Luxury at Meta and Founder of Le Vitruve, and Ina Fuchs, Head of Creator Community at YouTube EMEA.

One idea stopped the room.

Most luxury brands still cannot clearly articulate who they are. If you cannot explain your brand in a way that an external creator can genuinely embody, the challenge is not your creator strategy. It is your brand strategy.

We also explored why the era of the single global ambassador is fading, how success in creator marketing is being redefined, and what luxury leaders need to rethink as influence continues to evolve.

A huge thank you to LE BOOK and Oriane for bringing this conversation to Cannes.

The full episode of the Beyond Luxury Podcast launches in a few weeks.

Until then, subscribe to the Beyond Luxury Substack @beyondluxury.media for our Cannes Lions insights and luxury industry analysis. Link in bio.

Photo credits: @maisondoussin @carla_sgroi
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Cannes Lions 2026 โœจ
What an incredible week for THALIE Paris at our pop-up boutique on La Croisette.
Despite the summer heat, Cannes was filled with an extraordinary energyโ€”bringing together creators, entrepreneurs, storytellers, and visionaries from all over the world. The conversations, encounters, and creative spirit that define Cannes Lions were truly inspiring.
We were delighted to participate in Le Book and to attend thought-provoking talks by Ash McDowell, Morin Oluwole, and Beyond Luxury, exploring the future of brands, creativity, culture, and conscious innovation.
A heartfelt thank you to Female Quotient (FQ) for creating such an inspiring space for dialogue, connection, and empowerment. The energy, ideas, and remarkable community made this week an unforgettable source of creative momentum.
We would also like to express our gratitude to our wonderful partners and friends who shared this experience with us: 

โœจGatsby Randolph & Life starts at 4PM Friday
โœจOliver Weber Collection 
โœจ Fen Couture
โœจAnna Dianova - DA MAISON PR 
โœจ Caleste Shoes
โœจ Anna Roxahh
โœจ The Unique Jewelry Show
โœจ Victoria de Cimavilla
Thank you for your talent, creativity, and beautiful collaborations.
And of course, thank you to everyone who visited our THALIE Paris pop-up at 65 La Croisette, discovered our collections, and spent time with us. Your support, kindness, and enthusiasm mean the world to our Maison.
Moments like these remind us that luxury is not only about craftsmanship and beautiful objects, but also about the people, ideas, and meaningful connections that shape the future.
Until next year, Cannes Lions. โค๏ธ

Meanwhile our store on 65 La Croisette is awaiting you this Summer for the finest shopping on La Croisette. 

#CannesLions #thalieparis
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Bonjour from @cannes_lions โœจ
A big day today: our @techpoweredluxury interview with @audemarspiguet CEO @ilariarestaqui is now LIVE๐ŸŽ™๏ธ 
Tomorrow we have our live show with @lebookconnect, @oriane_xyz and @beyondluxury.media with my all female panel of founders @federica.labanca (CEO of @fflow) and @vicky.owens (CEO of @sociallyspeakingmedia)
Wearing all Irish โ˜˜๏ธ @mareeva_official and @aleoeurope ๐Ÿ’–
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