Desirability is the new Margin - from Paris 🇫🇷
Desirability Is the New Margin is the podcast where luxury, culture, and business strategy converge. Broadcasting from Paris, each episode unpacks the hidden forces shaping global taste, from LVMH and Hermès to Vogue and Nike. Seasoned voices in culture and strategy go beyond quarterly results to explore why desirability, not scale, is the new driver of growth, power, and cultural capital.
With insights drawn from boardrooms, runways, and culture, this is essential listening for executives, investors, and decision-makers who want to understand how narrative, myth, storytelling and soft power are redefining business in the 21st century.
- Update frequency
- every 6 days
- Average duration
- 13 minutes
- Episodes
- 21
- Years Active
- 2025
Paris Fashion Week is Not a Marketing Event: it's how Luxury Rebuilds Desirability
In this episode, Marc Abergel, luxury executive based in Paris, reframes Paris Fashion Week not as a marketing spectacle but as a battleground for cultural sovereignty. Through the lens of Dior’s bil…
The Last Mile of Culture: Bezos, Vogue, and the Biggest Power Grab of the Decade
What happens when the man who mastered the last mile of commerce sets his sights on the last mile of culture? In this episode, we unpack Jeff Bezos’s rumored bid for Condé Nast and Vogue, not as a tr…
The Cultural Nation Strikes Back: LVMH Turned Soft Numbers into a Sovereignty Play
What happens when the world’s largest luxury group posts a soft quarter, yet its stock rallies?
In this episode, we unpack Marc Abergel’s provocative article: The Cultural Nation Strikes Back, explori…
LVMH Was Never a Conglomerate: It’s a Cultural Nation
In this powerful episode of The Deep Dive, Marc Abergel, luxury executive based in Paris, reframes the entire conversation around LVMH. Against a wave of criticism painting the group as a bloated, ov…
Dior’s Billion Views: A Warning for Luxury.
What if the most impressive fashion stat of the year: Dior Men’s Summer 2026 film hitting ONE BILLION views isn't a victory, but a strategic red flag?
In this provocative episode, Marc Abergel, luxury…
After Anna: The Succession Blueprint for Vogue
What happens when the most influential figure in modern fashion steps down? Drawing on insights from Marc Abergel's article, we explore why Anna Wintour’s eventual departure from Vogue is not a mere …
Directed by Anderson, Dior’s Cultural Comeback. Dior's debut reimagines fashion as authorship: cinematic, symbolic, choreographed and scripted with cultural intent
In this episode, we unpack an analysis by Marc Abergel, luxury executive from Paris to discuss how Jonathan Anderson’s arrival at Dior Men isn’t just a change in creative direction, it’s a cinematic …
After Anna : How Vogue Can Remain The Custodian of Style In The Next Era
What happens when the most powerful woman in fashion steps down?In this episode, we deep-dive into Marc Abergel's analysis and unpack the cultural vacuum left by Anna Wintour’s departure from Vogue, …
How F1 Transformed from Sport to Cultural Force through Storytelling, Digital Sovereignty and Smart Partnerships
What made Formula 1 go from elite motorsport to global entertainment juggernaut? In just under 11 minutes, this episode unpacks F1’s explosive growth: driven not by faster cars, but by smarter storyt…
Dior’s Cultural Renaissance: Anderson’s New Mandate
We deep dive into Marc Abergel's article about what happens when one of fashion’s most poetic minds inherits the keys to a cultural empire? In this 13-minute episode, we unpack Jonathan Anderson’s ap…
Not Louder, But Higher: Why Luxury Maisons must reclaim their Voice & Stage
Luxury once whispered and the world leaned in. Today, it scrolls past unnoticed. In this 15-minute solo episode, we unpack the silent erosion of luxury’s power — and why it's time for a strategic res…
Luxury Needs a Stage, Not Just a Story
What do Dior documentaries on Amazon Prime and Veuve Clicquot at a gas station have in common? They’re both powerful symbols of luxury losing control of its context. In this bold episode, we unpack …
Luxury next frontier: How Hermes surpassed LVMH with storytelling
In a surprising market shift, Hermès has overtaken LVMH in valuation — but the real story isn’t about numbers. It’s about the future of luxury itself.This episode unpacks how Hermès, once seen as too…
Luxury in the Age of AI
What happens when artificial intelligence learns how to trigger desire and luxury brands follow its cues?In this episode, we explore how AI isn’t just transforming operations or marketing, it’s redef…
From Geopolitics to Gen Z: What’s Really Shaping Fashion Now?
What does it mean to be a fashion brand in a world defined by uncertainty?In this episode, we explore how global volatility — from political polarization to climate disruption and shifting consumer v…
From Quiet Craft to Cultural Capital: Fashion’s 2025 Shift
From algorithms to artisans: luxury is resetting.
What does luxury look like in 2025? In this fast-moving chat looking at Business of Fashion & McKinsey’s latest study on The State of Luxury, we break…
Can LVMH reclaim cultural sovereignty in this new world
In an era defined by personalization, predictive algorithms, and frictionless convenience, is luxury losing its soul?This episode explores the quiet rebellion happening inside the world of luxury wit…
From Hollywood to Heritage: Why Europe must reclaim the narrative
In a world increasingly shaped by TikTok trends, Hollywood franchises, and Silicon Valley algorithms, does Europe still own its cultural narrative? This 10-minute reflection unpacks the urgent questi…
TikTok vs. Luxury: The Fake News War
What happens when a TikTok goes viral for the wrong reasons — and luxury brands are caught in the crossfire?
In this episode, we unpack the recent wave of viral “fake news” videos accusing brands like…
Anderson & Chiuri at Dior: Visionary or Vanilla?
Now that rumours about Anderson not just taking over with Men at Dior, perhaps takeover Women as well - we must pose this question: Is Maria Grazia Chiuri Dior’s most misunderstood creative director?…