Well, plot twist: That same silhouette is now being worn to pilates. Paired with a $14 iced matcha. In a world coded by Alo.

And now, Alo made it official, again.

What Happened: Alo's Sunset Sneaker Drop

Last week, Alo launched its newest model: the Sunset Sneaker. It looks like it belongs in a Miu Miu editorial shoot — if that shoot happened in front of an Erewhon fridge.

Retailing at $225, the Sunset Sneaker is not about performance. It’s about aesthetics. It’s a soft nod to Sunset Boulevard and a louder nod to the pilates-matching-set, slicked-back-bun lifestyle Alo has come to define.

The Sneakerina Trend: From Subversion to Studio

Miu Miu arguably started the sneakerina wave (though credit is also due to Simone Rocha, who previewed the silhouette before Miu Miu made it viral). It wasn’t about sport — it was about subverting sport. Balletcore met irony. The girl wearing them knew exactly what she was doing.

But then TikTok happened. Coquette-core happened. Social media flattened the nuance. And the aesthetic trickled down into pilates studios and clean-girl moodboards.

What was once subversive became sporty spice with a matcha habit.

The Genius Business Part: Alo's Merchandising Playbook – Copy the Customer

Since entering the shoe category in 2023, Alo has dropped:

• A runner that looks like a Hoka

• A plush Recovery Mode that channels UGGs

• A chunky white sneaker reminiscent of Air Force 1s

• And now, the sneakerina

Alo didn’t invent these styles — and they’re not trying to. They’re not design leaders. They’re merchandisers. Their product roadmap doesn’t set trends — it reflects what their customer already owns, wants, and posts revolving their existing lifestyles.

They study the pilates girl, the matcha girl, the clean-girl-aesthetic Instagram influencer — then merchandise back to her exactly what she already likes, wrapped in Alo packaging.

It's not design innovation. It’s merchandising engineered by social media algorithms and decisions backed by brand context.

And this is where so many legacy fashion houses falter. Louis Vuitton recently launched its own version of the sneakerina — but it lacked the cultural context to make it resonate. The silhouette was there, but the story wasn’t.

Alo, by contrast, is writing its own heritage in real time — a heritage driven by algorithmic aesthetics, sure, but no less effective. Meanwhile, brands like LV seem to have forgotten their own.

Here’s the irony: the very brands with deep histories and cultural capital associated with lifestyles often fail to activate it. Instead of building on their DNA, they chase superficial trend codes with no real connection to the lifestyle they once defined. Alo, on the other hand, starts with lifestyle — and reverse-engineers desire from there.

Lessons for Legacy Luxury: Merchandising Starts with Behaviors, Not Products

Heritage isn’t a relic. It’s a living code. And in today’s market, that code must be translated into relevant, behavioral aspiration — not just logos and legacy.

Alo proves that modern merchandising success lies in decoding your customer’s lifestyle, starting with behavior, not product. And the brands that survive this era will be the ones who know how to merchandise meaning — not just things. And Alo? They’re playing the game flawlessly.

The Bottom Line

Everyone’s asking who will replace Alo the way it replaced Lululemon.

Short answer? It’s hard to dethrone a brand that’s built like a wellness cult for the algorithmic age — complete with merch.

Their legacy? A meticulously engineered lifestyle fantasy.

And their latest sneaker? Just another altar.

x Patricia

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But to call this “AI-assisted shopping” doesn’t quite capture it. These platforms aren’t just helping consumers shop for branded products—they’re completely redefining how discovery works and will shake up the existing multi-brand e-commerce for the most obvious part. From the way you find products to how your preferences are interpreted and refined along the way, the entire shopping journey is shifting. This is shopping that mimics the fun and fluidity of a great brick-and-mortar experience—without the limitations of inventory or location.

Why is this such a big deal?

Because social media, for all its influence, has backed us into a corner. Algorithms serve what you already like. Which means:

1. You end up stuck in a self-fulfilling prophecy, fed the same aesthetics over and over again.

2. What gets surfaced is dictated by the crowd—trends are compounded through popularity, not personalization. The result? Taste flattens out.

AI could mitigate that—if designed with the right intent. Instead of pushing what’s popular, AI-powered platforms like Daydream act more like an ultra-personalized stylist-meets-curator. I see Daydream as the Farfetch of the AI era—but more discovery-led, more intent-driven, and with a greater upside for small, well-positioned brands. Others like OneOff are following suit—with a slightly different angle. OneOff acts as a fashion marketplace that curates celebrity-inspired outfits, allowing users to emulate their favorite stars and internet personalities’ styles.

So no, social media won’t disappear—after all, we’re still social creatures and like to be influenced, and social media is still a big place for tastemakers and brands alike to establish the identity. But its role in direct purchase behavior will shrink. The real shift? Search itself.
By 2028, it’s estimated that over 50% of search engine traffic will migrate to AI platforms. That means the way people discover and engage with brands is about to be rewritten.

So what does this mean for brands?

1. Marketing dollars will be reallocated. Less influencer budget. More budget towards tastemakers with clear identity. More on structured data, semantic storytelling, and intent-based discovery.

2. Aesthetic is no longer enough. Branding isn’t just about being recognizable. It’s about being identifiable—as an entity, with a personality, a vibe, a role. Just like a person.

3. That identity has to be legible—to both humans and machines. AI needs to understand who you are in order to recommend you. Which means: clean metadata, clear positioning, cohesive storytelling, and consistency across every channel.

The brands that win in this new world will feel like a friend you trust and an identity that AI can recognize. That’s the bar.

And here’s the twist:

This shift might just be the biggest unlock for emerging brands.

Because AI platforms don’t have a bias toward brand size. They prioritize fit. Relevance. Narrative. And that means small brands—if they know how to play the data-input and storytelling game—can finally break out of obscurity.

You don’t need to go viral. You just need to be findable, understandable, and aligned with what the right consumer is searching for.

Not just in visuals. Not just in text. But in a way that’s semantically structured, emotionally resonant, and machine-readable.

Get ready because things are about to change.

Have a great weekend, my friends. - Patricia

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At Humidity, we track and unpack the sharpest business plays — and scout the rising ones shaping (and being shaped by) the future of desire — one sticky story at a time, delivered weekly.

Now, as I move backed to Asia, where I originally grew up, I’m starting to question this concept. This made me start to see cultural capital in a different lens.

1. “Cultural capital,” as we know it, is shaped by an American lens.

In the U.S., consumers equate “cool” with relevance — being part of a moment, a vibe, a subculture that they would like to identify with. Cultural capital is a vehicle for individual identity, which is something the American ideal of individualism had consistently fought for throughout history. It’s about being in on the cultural conversation. In the postmodern era, it is often driven by hype cycles, meme fluency, and social validation both by the insider and the people outside.

Don’t get me wrong. The concept of “cultural capital” is universal. But the way brands and media talk about it? That’s still narrowly defined through the U.S. market logic. Not to mention it is very performative.

2. Other markets don’t play by the same rules.

The American playbook — where a brand earns clout by “owning culture” — doesn’t always translate abroad. The same narrative around cultural capital, and the logic that brands should stimulate or shape culture to win relevance, is not a universal truth.

Take Mainland China, where I grew up — and a market I reported on while at Jing Daily. Even in 2025, what drives aspiration isn’t subcultural fluency, but authority, prestige, and trust. Cultural nuance and subtext? Less of a priority.

And that’s not just cultural — it’s economic. As a developing economy, China’s vast middle class is experiencing a wealth contraction. With over 60% of household wealth tied up in real estate, the property downturn has left many consumers with limited disposable income and a need to play it safe. In this environment, trust and established status symbols hold more weight than trendiness or insider codes.

In Europe, the rules are different again. Through conversations with friends and observations on the ground, the flex isn’t hype — it’s authenticity. Trying to sell “cool” in the American sense — fast-moving, performative, subculture-led — often feels forced. It lacks the cultural grounding that European consumers can relate to.

The idea that a brand can gain loyalty by being “in on the culture” is a very American thesis. In other parts of the world, other currencies matter.

Even in markets not inherently driven by cultural capital, there’s a gravitational pull toward what’s trending in the U.S. — not because it always resonates culturally, but because it signals global awareness. Why? Because America has always been the world’s culture exporter.

In 2025, the influence runs even deeper. Social media, meme culture, and algorithmic discovery work like invisible wires — amplifying U.S. “cool” that travels further than most people even realize.

Take China, for example. Owning a Stanley Cup, a Rare Beauty blush, or a Rhode lip gloss isn’t just about the product. It’s a flex — a signal that you’re in the know with American pop culture. Sure, there’s often a wink of irony, maybe even a meme about how mainstream it’s become. But the appeal is still aspirational.

Or consider what I saw every time when walking past the On Running flagship store on Lafayette Street in NYC. There was always a line out the door — and as a New Yorker, I could tell at least half the people were international tourists.
That store wasn’t just a retail space; it had become a kind of cultural shrine. A place people visited not just to shop, but to pay tribute to a piece of American-cool(ironically On wasn’t even a US brand) they could wear home. And let’s not forget: for a stretch of time, half the people in my Barry’s class in NYC were wearing On sneakers. Then it became Hoka. In many ways, New York City has become the incubator lab for global, exportable cool.

So even if cultural capital doesn’t drive consumption in China or Europe in the way it does in the U.S., the American perception of cool still shapes what people want to buy. What’s cool in America becomes a shortcut to global relevance.

Will this pattern change?

Not anytime soon — unless two major shifts happen:

1. A realignment of geopolitical power,
   where cultural production and influence no longer flow through U.S.-dominated platforms, narratives, and capital systems. Right now, American culture still sets the tone because American infrastructure — from Hollywood to Silicon Valley to the creator economy — owns the pipes and the stage.

2. A technological paradigm shift,
   where the next great discovery or platform (e.g. social, AI, spatial computing) emerges outside the U.S., and isn’t absorbed by it. For cultural power to truly diversify, the vehicle of transmission — whether it’s a social app, meme language, or even a fashion aesthetic — has to be built and scaled independently of U.S. influence.

Until then, American “cool” will remain the most exportable currency — not necessarily because it’s more meaningful, but because the megaphone is still in American hands.

Happy weekend, my friends.

x Patricia

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At Humidity, we track and unpack the sharpest business plays — and scout the rising ones shaping (and being shaped by) the future of luxury — one sticky story at a time, delivered weekly.

I feel the urge to dive deeper into the summer beach club trends that I bet is coming to an end in 2025. Too many brands are doing it just for the sake of doing it.

So now feels like the perfect time to take a step back, look at the real winners of summer brand strategy, and spotlight those who didn’t go with the flow—but still succeeded. Instead of diluting their brand to chase “cool,”(which is not cool being a latecomer copycat), they stuck to their identity. And it paid off.

One brand, in particular, stood out to me: Loewe.

If we were to play this game - name one luxury brand for summer— Don’t lie. Loewe crossed your mind.

Raffia? Loewe. Psychedelic linen? Loewe. That effortless coastal cool that feels expensive without trying? Loewe. And yet… Loewe hasn’t launched a single beach club activation. No branded beach towels and umbrellas in Mykonos. No pop-up suites in Saint-Tropez. So how did they do it?

1. Insider Cool

Loewe doesn’t chase influencers. They attract tastemakers. Think Emma Chamberlains and Taylor Russells of the world—the ones whose style is a mood board, not a trend report. These are people who don’t need logos to prove taste. They are the taste.

If you know, you know.
And if you don’t? You’re watching the ones who do.

2. Consistency (The Paula’s Ibiza Effect)

While other brands experiment with seasonal noise, Loewe repeats a ritual:
Paula’s Ibiza—a capsule born from a legendary 1970s boutique, reimagined through Jonathan Anderson’s lens.

Each summer it returns with:

• Raffia bags

• Tie-dye, sun-faded linens

• A touch of psychedelia

• Playful sensuality

It’s not a one-off. It’s not reactive. It’s Loewe’s summer signature.

And the magic of this ritual? It builds brand equity. They don’t just sell products. They create anticipation, memory and identity.

3. Storytelling That Sells Escape

This was back in Summer 2023, when I walked into a small magazine shop in the West Village. I picked up this Loewe quarterly magazine—for free.

No CTA. Yes there are campaigns, but it’s just beautiful, and you sense the quiet confidence of a brand that knows who it is.

That’s when it hit me: Loewe doesn’t need the noise. The brand knows exactly where to find me—and catches me off guard in the places I least expect. But it works! Every time.

Their campaigns feel like daydreams. You don’t want to wear them—you want to live inside them.

Final Thought

While others shout, Loewe whispers. And somehow it’s louder. In an era of loud drops and branded stunts, Loewe reminds us: Real cultural capital isn’t rented. It’s earned, slowly—and styled with intention.

—

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And if you're new here — welcome to Humidity, where luxury business moves get unpacked. - Patricia

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I’ve been thinking about Aman Essentials ever since their latest capsule with Kim Jones debuted recently.

Aman Essentials to me just feels right. Not your typical hotel merch. Aman Essentials evokes something more intimate: quality, restraint, zen, and that quiet relationship you have with yourself.

So how did they pull this off?

I think it comes down to one thing: staying true to the original mission — serving Aman’s loyal guests who want to bring the experience home. Not through merch, but through a fully realized lifestyle brand.

That clarity of purpose shows up in two powerful ways:

1. In the products they create — never obvious nor loud, yet designed to touch nearly every aspect of your lifestyle.

2. And in the structure behind it — Aman Essentials is its own company, 50% owned by Kristina Romanova and 50% by her partner Vlad Doronin, the CEO of Aman. This setup allows the brand to grow, collaborate, and scale freely—without touching the sanctity of the hotel brand. It’s a structure that truly fosters innovation.

Together, these two aspects form a positive feedback loop — design reinforces strategy, and structure protects the brand.

Let’s get into each of them.

1. Aman Essentials operates as a separate legal entity, even though it remains a subsidiary of Aman Resorts.

This particular detail matters more than you think.

Why? Because being a subsidiary ensures its brand and vision stay connected to Aman Resorts.

Even more so, it means Aman Essentials can have:

• Its own trademarks and IP roadmap.

• Its own leadership team (with Kristina being the separate CEO of Aman Essentials, and a dedicated team that follows)

• Its own rhythm—not just serving the hotel’s operational needs, but crafting a lifestyle brand that stands on its own which still feels unmistakably Aman.

• Financial optionality (M&A, raising outside capital)

This structure allows room for Aman Essentials to think and operate outside of the traditional hotel merch trap.

It is a structure that rewards innovation, and that’s why Aman Essentials does not feel like a hotel’s side hustle but truly a luxury lifestyle brand that stands on its own feet.

2. The Products: Designed for Living, Not Just Remembering

From a consumer’s perspective, Aman Essentials doesn't just sell hotel souvenirs — it builds a lifestyle. (Quite a status symbol to own anything Aman still, but let’s be real, at least it’s not a trashy one).

What began as spa oils has grown into a full ecosystem: skincare, ready-to-wear, leather goods, home décor (quite like Hermès, yeah?). The range is expansive but not generic. It’s about meeting the Aman guest wherever their daily rituals take them — from their skincare shelf to their living room to their next flight.

The products feel like a natural continuation of the Aman experience, not a souvenir of it. You’re not buying a memory — you’re living the mindset.

Thoughtful collaborations add further credibility and curiosity. Take the 111SKIN x Aman Essentials mask: Aman didn’t just co-brand it. They infused the formula with ingredients tied to their own wellness philosophy. The result? A product that’s not only desirable, but also unmistakably Aman.

And most importantly: even if you’ve never stayed at an Aman, the products still make sense. But if you have? They extend the story. Seamlessly.

Now... why should this matter to you as a luxury hotel brand in 2025?

I believe 2025 is the year to tap into a more elevated form of retail—one that’s grounded in your hotel’s brand image. Post-pandemic, luxury consumers have been shifting their spending from physical goods to experiences like high-end travel and hotel stays.

So... why not capitalize on this trend and connect with your audience on your own terms?

Takeaways: If You’re a Hotel Brand Tapping into the Retail Business Grounded in Your Brand Ethos…

Here are a few questions that I find beneficial to keep asking yourself:

• Are you telling the same story, just in a different format?
  Soho Home, for example, isn’t just furniture — it’s a way to bring the Soho House experience home. Aman Essentials does the same: it brings the IYKYK serenity of Aman into your everyday. The best merch (if we can even call it that) should be a seamless extension of the world & experience your brand represents.

• Are you protecting the magic while allowing innovation through structure?
  A separate entity gives the team creative autonomy, protects brand equity, and even opens up future M&A potential.

• Be selective with and open to distribution channels.
  Multi-brand retail and e-commerce can be incredibly powerful when establishing a hotel-branded retail line. It creates a natural environment outside the hotel, helping shift consumer perception of your brand from a souvenir shop to a legitimate retail brand. Choosing retail partners that align with your brand’s client profile and target audience is key to success. Consider limited-edition collaborations with these partners to elevate the offering, or co-branded, experience-led merch as a gateway to deeper brand engagement.

Welcoming thoughts and comments.

Connect here with me.

Also, follow along on Instagram to get more quick notes :)

Happy Monday again! - Patricia.

The White Lotus Season 2 debut and the later Dolce & Gabbana collab at the Four Seasons San Domenico Palace was, in my opinion, another major success—it captured the cultural momentum of the White Lotus effect. (Only at that particular property, though. Dolce & Gabbana’s activations at other hotels feel misaligned to me.)

Luxury fashion brands, however, have gone all out on this trend in 2025. Most are now at the point where you can feel the FOMO—brands jumping on the train just for the sake of it. (Sorry, it’s too late—unless you execute it so perfectly that it truly aligns with both your brand and the partnering property.)

Some weaker examples? Balmain x One&Only Aesthesis and Missoni x Oku Ibiza. (Which pains me to say—Balmain and Missoni are two of my personal favorites!!)

Sometimes, the smartest move is knowing when not to play.
If you can’t pull it off, don’t touch the hype. Walk away. That’s taste. I could not stress enough the importance of timing!

Sure, reach gets you new eyeballs. But the real damage? Losing the ones who already believed in you. The ones who used to whisper your name instead of scrolling past it.

Nothing screams desperate like a brand chasing relevance it once owned.
Once you slip into attention-seeking mode, it’s hard to climb back. Scarcity takes years to rebuild. So does trust. And trust? It translates into loyalty and repeated purchases. I mean, who doesn’t want repeated clients at a heightened age of industry slowdown?

On that note, I want to share three of my recent favorite fashion x hospitality RTW collection drops. I know RTW collabs with hotel sounds like collab 101, but when done right, the basic stuff is golden than ever, especially given the timing.

Sophisticated consumers aren’t chasing hype (though they might watch from the sidelines—and that’s even trickier). But thoughtful, well-timed collaborations? Still the key to their hearts—and their wallets.

1. CDLP x Passalacqua

Swedish brand CDLP partnered with Lake Como’s Passalacqua to launch a refined unisex resort capsule, made in Italy and infused with 1930s-inspired design cues.

Why it stands out:
Yes, it’s unisex—but it’s also one of the few collabs speaking directly to the underserved male resortwear market. CDLP positions itself as the go-to for discerning men who want something tasteful, luxurious, and not trying too hard. Pair that with the most acclaimed hotel in the world? That’s synergy.

2. Sporty & Rich x Hotel du Cap-Eden-Roc

Now in its third season, this collab brings retro-cool polos, terry shorts, and varsity jackets to one of the most iconic hotels on the Riviera.

Why it’s a smart move:
Sporty & Rich wins on consistency. Instead of chasing novelty, it’s built a long-term brand world that aligns perfectly with its aspirational, wellness-meets-old-money audience. Cap-Eden-Roc’s ties to celebrity and high society culture make it the ultimate brand backdrop.

3. Aman Essentials x Kim Jones

A capsule of ~35 travel-ready pieces designed by Kim Jones for Aman Essentials, premiering at Dover Street Market Paris—but only for wholesale buyers for now.

Why it’s a quiet power move:
This collab speaks to a discreet kind of luxury—made for those who live it, not perform it. Kim Jones and Aman share a language of taste and cultural capital, and showing the collection at DSMP reinforces that. It's not about reach—it's about alignment, filtered through professional tastemakers. Those who know, know.

I will talk about how Aman Essentials is really winning as an extension but separate arm of Aman in my later posts. To me it’s fascinating. That’s it for today’s hot take. - Patricia :)

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While other brands chase TikTok virality, Loewe builds tension and trust through physicality. And in a world that’s increasingly virtual, that kind of tangible beauty hits harder than ever.

Actionable Strategies for Luxury Packaging

1. Consistent Brand Identity — Visually & Tactilely

• Use your logo, typography, and brand colors consistently across all packaging elements (box, dust bag, tissue, ribbons).

• Align materials with your brand’s ethos: is it raw and organic? Sleek and minimalist? Playful and maximalist?

• Don’t switch up fonts or finishes from one season to another unless it’s intentional and thematic.

Think of the Loewe logotype: sharp, spaced, centered, and always paired with textural elegance.

2. Treat Packaging as the First Brand Touchpoint

• Packaging is the first product experience. Make the unboxing feel like opening a gift—not a transaction.

• Prioritize handfeel: soft-touch papers, structured boxes, embossed details, natural fabrics.

• Consider scent, sound, and weight—how it opens, how it resists, how it closes.

If the product is luxury, the box shouldn’t feel like a cardboard afterthought.

3. Build Emotion Through Storytelling

• Incorporate storytelling cues: seasonal motifs, cultural references, or heritage nods.

• Include a poetic product card, seasonal art insert, or hand-signed tag—small but meaningful details that feel human.

• Be seasonal without being gimmicky. A summer collection might use linen-textured wrap; winter might come in felt pouches or deep-toned foil.

Packaging is a stage. The box is the prologue.

4. Use Packaging to Reinforce Value

• Customers should hesitate before throwing it away—because it feels too precious, too beautiful, too intentional.

• Don’t skimp on quality, even for smaller SKUs. The loyalty built through packaging perception translates into repeat business and higher perceived value.

Luxury isn’t just what’s inside. It’s how it arrives.

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