Post by Amadeus "Ama" Thuener

YOU CAN'T UNDERSTAND CULTURE MARKETING FROM BEHIND A DESK! That was my biggest takeaway from Paris Fashion Week. For years, brands have tried to build relevance by studying culture from a distance: Trend reports. Data. Social listening. Market research. Important? Sure. Enough? Never. Because culture doesn’t really live in decks - It lives in the streets! In conversations. In energy. In communities. In the spaces between the official moments. That’s what Paris always shows. Fashion Week is often reduced to runways, celebrities, and product launches - And I appreciate all brands and representatives that took their time to show me around, even if I'm not a buyer, but a curator and fan. S/O PUMA Group | Andreas Christl, adidas | Eyüp Alkan, Mizuno Corporation | Wassilios Mandrakas, HOKA | Lukas Taggeselle Alexander Grönecke, Saucony | Minh Duy Nguyen Matthias Frank, Vans | Katarina V., New Amsterdam Surf Association, Village PM | Basile Lapray, … The real story happens outside: At small brand dinners. At afterparties. At showroom talks. On sidewalks. In cafés. In the way people move, dress and connect. Or at my little get-together event supported by the FLOWERS FOR SOCIETY fam. S/O Till Jagla That’s where culture becomes visible. And if your work touches brand strategy, community building, or culture marketing, traveling isn’t a luxury - It’s part of the job! It's passion! Because the closer you get to culture, the better you understand what actually matters to people. I wrote about exactly that and all I have observed in my time at PFW in my latest issue of my weekly Substack GONE FISHING. 🎣 Full story in the comments.