Kim Kardashian doesn’t wear archival Galliano because it’s expensive; she wears it because it’s impossible to obtain.

In luxury, scarcity drives desire, but contemporary scarcity is manufactured. Limited drops, seasonal exclusives, and numbered editions are ultimately all accessible to anyone with enough money. True archives are different. They’re... See more

For brands, archives serve a parallel function: heritage as intellectual capital. Referencing your own past demonstrates institutional depth, creative continuity, and legitimacy that new brands cannot manufacture. In a world of conglomerate acquisitions and proliferating labels, archives prove you were there first. And that you still matter today.