No. 197: Technical credibility is replacing brand aspiration as the new luxury signal.
Culture Pulse: 72. Salomon's new CD says it shouldn't be a fashion brand. That's not a retreat — it's the sharpest brand move of the year. Technical authority beat aspiration. The Pattern, 09.09.26. Read the full edition: https://thepattern.media/editions/2026-09-09.html
The skinny
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