Desire moves before the numbers.
Rafael Carlesso is a luxury strategist and analyst. He reads where desire is built or lost, and designs the strategy that builds it, from image to price, and renews it as the market moves. The financial results only prove it.
Talks and keynotes on how luxury brands build desire, lose it and renew it. Brand strategy and brand insight for global houses, rising maisons, the agencies that serve them and luxury real estate.
"Discipline is a finite lever. Desire is the renewable one."
As quoted by Reuters, July 2026
THE AI DESIRE INDEX
The houses the machines desire.
A public ranking of 180 luxury houses by what AI systems say about them, read through three lenses: Taste, Gravity and Authority. Revised monthly.
PRESS
Quoted twice by Reuters on LVMH, with both citations republished across five continents and six languages. Interviewed by Valor Econômico (Brazil), quoted by Fibre2Fashion (India). Cited three times by LinkedIn News.
Reuters, July 2026. On LVMH's second-quarter results. "Discipline is a finite lever. Desire is the renewable one." Read on Reuters →
Reuters, May 2026. On LVMH's sale of Marc Jacobs. "LVMH is telling the market it will no longer subsidise the segment that has lost pricing trust with the aspirational consumer." Read on Reuters →
Valor Econômico (Brazil), August 2026. Interviewed on the luxury first half. "Too early to call it recovery. What came back was discipline, not desire." Read on Valor →
Fibre2Fashion (India), September 2026. On Chanel's China strategy. "When a market stops rewarding public display, the private room becomes the product." Read on Fibre2Fashion →
INTELLIGENCE BRIEFS
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Hermès Pays for 2030 in Basis Points
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Zegna Group: One Brand Carries The Group
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LVMH: The Margin Held. Desire Did Not.
About
Rafael's eye was trained twice: as an architect, in beauty and built image, and as managing partner of a premium real estate company, carrying brand, pricing and P&L under commercial risk. He works from Milan, for a sector that is global by definition.
WORK WITH ME
Four engagements, on stage and off.
Talks and keynotes. The Piece That Stays shows what makes luxury clients choose a brand again. For conferences, leadership teams and business schools, in English and Portuguese.
AI Desire Curation. What the machines say about your brand, and what needs to stay. Ten working days, remote, with a review at 90 days.
Brand strategy and brand insight, from image to price, for global houses, rising maisons, the agencies that serve them and luxury real estate.
Commissioned analysis. Reports and briefs on the luxury market.