Substack is the Future of Influence

Plus Italian Fabrics, the Hottest Brands in the World, and more.

GM everyone. Last night I went to the Hotel Chelsea to check out some collaborative Italian home decor and I bumped into Tory Burch.

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In Today’s Newsletter

• Substack is the Future of Influence

• Lyst Reveals The Buzziest Brands

• Loretta Caponi’s Handmade Italian Homeware

• Saucony X Minted NY

• Every Luxury Brand Is Making A Collaboration Espresso Machine

• Kering’s Revenue Misses The Mark

• Keurig Buys The World’s Ugliest Energy Drink

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We chatted briefly about Substack and I mentioned how I think this platform is slowly defining the taste discourse, a conversation I often have when I’m at events and people ask why I’m there.

Tory Burch is already keen on Substack, the brand launched the

What Should I Wear?

newsletter a year ago, written by the brand’s editors and offering monthly fashion recommendations, spotlights into Tory Burch’s collections, and interviews with influential fashion figures like Comme Si’s Jenni Lee.

But its incredible to me how many brands are still unaware of the power the parasocial relationship between newsletter writers and readers. And when I mention it, they often have so many questions about how they can utilize it to promote their brand.

A March Vogue Story

I was discussing this same premise at a product preview last week— big celebrity endorsements honestly do more harm than good to discerning consumers.

The real influence comes from the writers who can tap into readers emails at will, spark new conversations, and engage their audiences in ways that build trust.

In many ways, Substack is the latest mutation in the ‘taste-as-a-service’ model.

My prediction for late ‘24 and all of ‘25 is that Substack writers with even modest followings will develop deeper relationships with brands, getting more free products, getting invited to more events, and being just as influential as legacy media publications and traditional influencers.

And the brands who don’t catch on to this quickly will fall behind.

If you’re a brand or founder and want to chat more on how to utilize Substack, shoot me a message: jake@jb.studio

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Lyst Reveals the Buzziest Brands

• Lyst has unveiled their Q3 ranking for the hottest brands in the world.

• Miu Miu is back on top, taking the top spot from Loewe, fueled by a 30% increase in searches, and resilient demand for their $3050 Aracadia bags.

• In a shocking turn, Alaia surged to the number 5 ranking, climbing 12 spots and marking a 50% increase in search volume.

• Customers came for their signature flats and are now diving deeper into brand’s inventory.

• Ralph Lauren is new to the top 20, due in part to their buzzy activations at the Summer Olympics and the continued popularity of the ‘Old Money’ aesthetic.

• Some of the hottest products I find notable are the—

  • Puma SpeedCat: The low-profile sneaker craze continues, as shoppers scour each brands archives to find their flattest silhouette.

  • Toteme Country Jacket: Like a classic J. Crew barn jacket but pricier.

  • Clark’s Wallabees: A defining shoe built for getting off Fall fits. Matter of fact I need a new pair…

  

• Main takeaway: The old guard of luxury that defined late 2010s fashion is as dead as it gets… and the power lies with modern luxury brands.

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Loretta Caponi x Carlos Mota

• Last night I was invited to the Hotel Chelsea to check out a collaboration between Italian haute-couture house, Loretta Caponi, and Carlos Mota, a celebrated interior designer.

• The collaboration produced three distinct collections of home goods, all handmade in Florence, ranging from dining table cloths, bed sets, and throw blankets.

• I was speaking with Guido, who runs Loretta Caponi, about the history of the brand. His grandmother began sewing in a factory at age 9 and delivered her first commission work at 14.

  

• The collection really must be seen and touched in person to get a grasp for the quality and craftsmanship.

• Carlos told me he took inspiration from Dutch paintings, contemporary hart, and Nantucket to create this expansive collaboration.

• Shop the collection here.

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Saucony x Minted NY