“Seeing it in person was genuinely striking. It challenged my previous understanding of luxury. I had always associated it with perfection, but this experience showed me that luxury can also exist in imperfection, and that, in itself, can be just as powerful.”

Background

I am currently studying Business and Management at Durham University. In my first term, I was invited to apply for the Luxury Brand Management programme at Academia Cerebra and went through an interview process to join.

My interest in luxury brands goes back to when I was quite young. I’ve always been curious about what really sits behind a brand: how something becomes “luxury,” how value is created beyond the product itself, and why people feel such a strong connection to fashion. That curiosity stayed with me, so when this opportunity came up, it felt natural to take it.

Over the seven months of the Micro-Masters in Luxury Brand Management, I began to see the industry in a completely different way. What once felt intuitive or surface-level became something I could actually break down and understand, from consumer behaviour to the logic behind brand positioning.

More importantly, it changed how I look at brands in everyday life. I no longer focus only on price or appearance; I pay attention to the ideas, strategy, and innovation behind them. It’s a subtle shi, but it has influenced how I observe the world and how I think about business more broadly.

Discovery

During my time at Academia Cerebra, I began to notice how differently luxury brands approach marketing. These differences are often shaped by their brand stories and target audiences. For example, Dior presents itself through a sense of classic elegance and refinement, while Maison Margiela takes a completely different path. Focusing on avant-garde concepts and artistic expression. It embraces deconstruction, turning imperfection into something meaningful and even beautiful.

In Milan, I had the opportunity to visit a local flagship store with George, where I observed how Maison Margiela expresses this idea of deconstruction through its garments. Seeing it in person was genuinely striking. It challenged my previous understanding of luxury. I had always associated it with perfection, but this experience showed me that luxury can also exist in imperfection, and that, in itself, can be just as powerful.

Current trajectory:

I am currently a second-year Business and Management student at Durham University. I also work as a Content Creator for the Chinese market in the Durham Marketing department, where I am responsible for shooting videos and photos for social media as well as writing copy. I am also passionate about travelling and experiencing diverse cultures across different countries, while creating a range of photographic work to build and develop my personal portfolio.

This summer, I plan to look for a marketing internship while preparing for postgraduate applications in Marketing in the UK. In the future, I hope to work in Europe in a marketing related role, possibly focusing on the retail or luxury sector.

City:
Durham, UK

Education:
Durham University

Mentor:
George Bouvier

Role:
Student