Luxury takes time to be achieved and to be appreciated. Luxury cannot and must not move fast.

-Giorgio Armani

Hype became a dirty word, and longevity increasingly feels like a myth.

Virality got conflated with relevance, while relevance comes with the curse of becoming imminently passé. Whist new gen brands like Corteiz are propped up by persistent presence, institutions such as Apple resist exploring their own hype, choosing omnipresence instead.

This beg