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 reset. From algorithmic dependencies to diluted storytelling, this is a cultural diagnosis and a call to action: Luxury Maisons must reclaim authorship, distribution, and aura before the scroll strips it all away. Because in this industry, the question is no longer how to get seen — but how to be felt, remembered, and desired. We deep-dive into an article by Marc Abergel, luxury executive based in Paris.

• “Luxury traded sovereignty for exposure. Intimacy for impressions. Authorship for access.”
• “The Maison’s story used to be whispered like a secret. Now it’s shouted into the scroll.”
• “Big Tech platforms aren’t neutral. They’re temples of attention — with their own rituals, and their own gods.”
• “Visibility without control is exposure. And exposure, without the right frame, erodes aura.”
• “Luxury isn’t about showing up everywhere. It’s about being unforgettable in one place.”