Very interesting perspective. I believe our sentiments align on this, but correct me if I'm wrong—I don't believe storytelling creates value. They go hand-in-hand.
The years poured into the craft produces value and a story worth telling. Telling the story portrays its value. The story is inherent to the value. The value inherent to the story.
If you don't have value, you don't have a story worth telling. And if you don't have a story worth telling, you don't have value.
Why nit-pick this idea? Because today we see brands relying on storytelling without having the value. I.e. brands that rely *solely* on marketing to sell low-quality products. And low-quality products, in one-manner or another, exploit someone or something.
I believe this is what you were incapsulating when you said, "Building that story takes time. It demands a long-term commitment to a clear vision, not chasing every trend or fleeting visibility." ?
Thanks for your comment! I absolutely agree with you: value and storytelling are inextricably linked. High-quality craftsmanship is the foundation that makes storytelling not just possible, but credible. Without it, storytelling becomes hollow, and consumers will inevitably see through the facade.
That said, I believe storytelling has a broader scope than just the product itself. Take fashion, for example. Fashion is not merely about the product; it’s a form of art and self-expression. In this realm, a product may serve as the canvas, but the story that surrounds it transcends its practical use. The narrative woven around a garment, an accessory, or a collection often holds more cultural and emotional significance than the item’s function. It speaks to values, identity, and vision, creating a deeper connection with the audience.
So, while the product’s inherent value is crucial, storytelling can elevate it to new heights, offering layers of meaning that go far beyond its basic utility.
That was beautifully said. And I completely agree.
We could even add a layer. I'd argue that the peak height a product can reach is when the narrative woven *around* the garment is also woven *into* the garment. And you were already touching on this, saying fashion is a form of art and self-expression. Designers embed their own story into their designs.
I say that this is the peak because there are levels below the peak. Many brands repurpose timeless cuts, incorporating no meaning of their own through the form. Their product is not art or self-expression for them. They only weave a narrative *around* the garment/brand. Not saying that is bad in any way, just that there are levels to it
This is such an interesting piece. But to me, this kind of narrative rewards silence and invisibility as a luxury aesthetic. It ignores how hard indie and small brands work, not because they want to flood your feed, but because they have to stay visible to stay in business.
“Showing less” only works when you’ve already secured your audience. When you’re under-capitalized, underrepresented, and competing with algorithm-driven noise, disappearing isn’t a strategy. It’s a death sentence.
Thank you for your comment, Katherine! I agree, and that’s why my piece is mainly focused on luxury brands (or big players like J.Crew) who can afford these kinds of strategy.
I deeply respect the hard work of indie and small brands. You're absolutely right: “silence” or invisibility isn’t an option for them.
At the same time, I think we’ve reached a point where many brands are speaking simply for the sake of being heard, without a clear, meaningful story to back it up. And for small brands especially, that can be a dangerous game. I believe even smaller brands can learn from this in terms of understanding when and how to tell a story that’s authentic and truly reflective of their core philosophy. When done right, it resonates far more deeply than just noise. A personal favorite is Kartik Research. Their commitment to the craft and to Indian textile traditions, really exemplifies how a focused, genuine story can elevate a brand, no matter its size.
Totally agree. Showing less works when you have legacy, fame and time in the game. Smaller brands need to execute differently; they need to make more noise. But I do believe they can still apply the same principle of sharing their story and their world
Another great and useful piece. As a content writer, I find unbelievable that some businesses, from luxury stores to luxury hotels, don’t understand the importance of well done storytelling and copywriting.
Thank you Noemi! Very good point - although I think brands are increasingly paying attention to the importance of storytelling, as the performance gap between those who do and those who don’t starts to show. Maybe I’m being optimistic :)
Loved this. It all goes back to brands building worlds that people can connect to and are more than just a product. Storytelling is a hugeee part of that!
I feel very seen in reading this-like my authentic self is what’s “in.” I want to say *finally* but like you stated, Hermes has been operating in this anti-pick-me energy from the start!
Very interesting perspective. I believe our sentiments align on this, but correct me if I'm wrong—I don't believe storytelling creates value. They go hand-in-hand.
The years poured into the craft produces value and a story worth telling. Telling the story portrays its value. The story is inherent to the value. The value inherent to the story.
If you don't have value, you don't have a story worth telling. And if you don't have a story worth telling, you don't have value.
Why nit-pick this idea? Because today we see brands relying on storytelling without having the value. I.e. brands that rely *solely* on marketing to sell low-quality products. And low-quality products, in one-manner or another, exploit someone or something.
I believe this is what you were incapsulating when you said, "Building that story takes time. It demands a long-term commitment to a clear vision, not chasing every trend or fleeting visibility." ?
Thanks for your comment! I absolutely agree with you: value and storytelling are inextricably linked. High-quality craftsmanship is the foundation that makes storytelling not just possible, but credible. Without it, storytelling becomes hollow, and consumers will inevitably see through the facade.
That said, I believe storytelling has a broader scope than just the product itself. Take fashion, for example. Fashion is not merely about the product; it’s a form of art and self-expression. In this realm, a product may serve as the canvas, but the story that surrounds it transcends its practical use. The narrative woven around a garment, an accessory, or a collection often holds more cultural and emotional significance than the item’s function. It speaks to values, identity, and vision, creating a deeper connection with the audience.
So, while the product’s inherent value is crucial, storytelling can elevate it to new heights, offering layers of meaning that go far beyond its basic utility.
That was beautifully said. And I completely agree.
We could even add a layer. I'd argue that the peak height a product can reach is when the narrative woven *around* the garment is also woven *into* the garment. And you were already touching on this, saying fashion is a form of art and self-expression. Designers embed their own story into their designs.
I say that this is the peak because there are levels below the peak. Many brands repurpose timeless cuts, incorporating no meaning of their own through the form. Their product is not art or self-expression for them. They only weave a narrative *around* the garment/brand. Not saying that is bad in any way, just that there are levels to it
This is such an interesting piece. But to me, this kind of narrative rewards silence and invisibility as a luxury aesthetic. It ignores how hard indie and small brands work, not because they want to flood your feed, but because they have to stay visible to stay in business.
“Showing less” only works when you’ve already secured your audience. When you’re under-capitalized, underrepresented, and competing with algorithm-driven noise, disappearing isn’t a strategy. It’s a death sentence.
Respect!
Thank you for your comment, Katherine! I agree, and that’s why my piece is mainly focused on luxury brands (or big players like J.Crew) who can afford these kinds of strategy.
I deeply respect the hard work of indie and small brands. You're absolutely right: “silence” or invisibility isn’t an option for them.
At the same time, I think we’ve reached a point where many brands are speaking simply for the sake of being heard, without a clear, meaningful story to back it up. And for small brands especially, that can be a dangerous game. I believe even smaller brands can learn from this in terms of understanding when and how to tell a story that’s authentic and truly reflective of their core philosophy. When done right, it resonates far more deeply than just noise. A personal favorite is Kartik Research. Their commitment to the craft and to Indian textile traditions, really exemplifies how a focused, genuine story can elevate a brand, no matter its size.
Totally agree. Showing less works when you have legacy, fame and time in the game. Smaller brands need to execute differently; they need to make more noise. But I do believe they can still apply the same principle of sharing their story and their world
Another great and useful piece. As a content writer, I find unbelievable that some businesses, from luxury stores to luxury hotels, don’t understand the importance of well done storytelling and copywriting.
Thank you Noemi! Very good point - although I think brands are increasingly paying attention to the importance of storytelling, as the performance gap between those who do and those who don’t starts to show. Maybe I’m being optimistic :)
Hi! 🤞🏼then!
OBSESSED with this!! 🌟🌟
Thank you so much Paloma!
Loved this. It all goes back to brands building worlds that people can connect to and are more than just a product. Storytelling is a hugeee part of that!
Yup exactly! I think less trend chasing and more world building is the key.
I feel very seen in reading this-like my authentic self is what’s “in.” I want to say *finally* but like you stated, Hermes has been operating in this anti-pick-me energy from the start!