Desire moves before the numbers.
Rafael Carlesso is a writer and luxury strategist. He reads image, pricing, narrative and the cultural signals that move desire, before they surface in the numbers.
The question is no longer how to win back the customer luxury lost to price. It is what a house is making and saying to keep the one it already won, and is quietly losing.
Moncler Group
H1 2026 Results
Funded, Not Yet Measured
How Moncler proved the Milano Cortina window was paid for inside the marketing envelope, and why the year-round claim it funded still has no number attached.
Press Recognition
Cited by Reuters in 2026 on LVMH's sale of Marc Jacobs and the loss of pricing trust with the aspirational consumer.
Latest Reports
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Kering Group: Capital Markets Day 2026
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Artificial Intelligence & Global Luxury Fashion
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The Global Luxury Market Crisis
About
Rafael Carlesso reads luxury as a cultural system, not only a market. His work is about how it creates beauty and desire, and why that power is harder to hold than it used to be.