Demand Lab

Independent thinking
on culture and commerce.

Research, essays and studies on fashion, luxury, lifestyle and hospitality. Where our point of view is written down rather than pitched.

Essays & studies

The Luxury Gap

Why premiumisation is not a logo redesign.

What makes a homegrown fashion brand internationally credible?

What actually makes a luxury retailer say yes?

When does a designer brand become a fashion house?

Tell us where you are. Tell us where you are going.