دفتر Notebook

a working notebook — ongoing —

On the notebook

Brands I'm reading closely, and short essays I'm working on. Updated as I find things worth thinking about.

I. Brand reads

Six brands I'm watching closely. قراءات

Each one with a single sentence on what it's actually doing right — not what it looks like.

Jacquemus fashion · show invitations · 2019—

Most brands treat the invitation as admin. Jacquemus makes it the campaign — the thing people wait for.
Rhode celebrity beauty · 2022—

Most celebrity brands sell the celebrity. Rhode sold a look girls already wanted and added a checkout.
A24 film studio · 2012—

Nobody follows a film studio — A24 made the logo a genre people trust like a band.
Bateel luxury dates · 1992—

Same date your grandmother served — Bateel changed the box and the price, and called it luxury.
Elie Saab couture maison · 1982—

Built global luxury equity without diluting Arab identity — cultural specificity as a premium position, not a limitation.
Ways of Seeing John Berger · 1972

The foundational text on how images persuade. Every visual marketer should have read it.

II. Field notes

Short pieces on culture and marketing. Titles first; the drafts follow.