By and  on March 8, 2019

It may be the age of the short-term rental, from Airbnb and city bicycle schemes to Rent the Runway and Armarium, but the same isn’t true for the big luxury brands. For them, it’s all about ownership. They want to own color, a style or — in the case of Bally — vast swathes of Earth.

Riccardo Tisci has repeatedly stated that Burberry “owns” beige, while Paul Andrew, the newly named creative director of Salvatore Ferragamo, said before the fall 2019 show that the brand wants to “own” color. A few hours later, Bally’s chief executive officer Frédéric de Narp talked about Bally “owning” the mountains.

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