Vol. I · Established 2026Ongoing edition
The Notebook.
Analyses of campaigns, brands, collections and launches, seen through a curious eye. One review, one obsession at a time.
Issue 01 May 2026
Fashion · Sport · Music · Brands · Campaigns · Breakdowns
In this issueThe zine (PDF)RSS feed
Six pieces, six languages. A brand that sells sunshine. A sneaker that speaks louder than any ad. An album that ends before it begins. An artist who reinvents her own image. A can that became a media empire. And a luxury that erased its logo.
- 01The sun as the only productFashion · Breakdown6 min read
- 02Air Max Dn · breathe louderSport · Campaign8 min read
- 03The Weeknd says goodbyeMusic · Launch9 min read
- 04Billie, the metamorphosisMusic · Visual identity7 min read
- 05Red Bull no longer sells cansBrand · Brand content9 min read
- 06The luxury that dares not speak its nameFashion · Breakdown8 min read
- 07Duolingo killed its mascotBrand · Social media5 min read
- 082025 in five campaignsSpecial issue · Campaigns6 min read
N°01 Fashion · Breakdown
The sun as the only product
How Jacquemus turned Provence into a luxury brand, and why this strategy is imitated but never reproduced.
6 min readRead
N°02 Sport · Campaign
Air Max Dn · breathe louder
Nike released the Dn without any fanfare. And that’s exactly why the campaign works.
8 min readRead
N°03 Music · Launch
The Weeknd says goodbye
Hurry Up Tomorrow isn’t an album. It’s the death of a character, orchestrated like a film, sold like a secret.
9 min readRead
N°04 Music · Visual identity
Billie, the metamorphosis
From XL neon to diaphanous silhouette. How Billie Eilish reinvented her image without betraying her fanbase, and why that’s so rare at this level.
7 min readRead
N°05 Brand · Brand content
Red Bull no longer sells cans
The brand stopped selling a drink to become a studio, a channel and an events empire. A brand content case study.
9 min readRead
N°06 Fashion · Breakdown
The luxury that dares not speak its name
The Row, Loro Piana, Bottega Veneta. How the absence of a logo became the ultimate sign of desirability.
8 min readRead
N°07 Brand · Social media
Duolingo killed its mascot
In February 2025, Duolingo announced the death of Duo, its green owl. Why burying its most famous character was a stroke of genius, and on what conditions.
5 min readRead
N°08 Special issue · Campaigns
2025 in five campaigns
Cracker Barrel, American Eagle, Astronomer, Nike and Duolingo: five campaigns that got people talking in 2025, and what each one taught me.
6 min readRead
Coming up
An analysis of a local sporting event, the latest capsule from an emerging brand, and an exhibition worth seeing.
Why this notebook
Because to analyse is to learn. And curiosity is the best communication tool.
Cadence
A new issue every month. Without urgency, with rigour.