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Lucas Yiu, former head of Loewe’s TikTok strategy, explains how he broke luxury conventions by using raw, iPhone-shot videos that drove tens of millions of views. He covers winning internal buy-in, picking creators by vibe, and why authentic, organic content outperforms polished campaigns, then shares his new consultancy focus and future social trends.
As AI and LLMs make competent drafts trivial, the real edge shifts to human judgment—spotting what’s generic, diagnosing flaws, and owning outcomes. True value comes from combining taste with context, constraints, and stakes, not just selecting polished AI outputs.
Markdown emerged in 2004 as a simple and intuitive way to format text for the web, developed by John Gruber to address the complexities of HTML. Its ease of use and effectiveness quickly led to widespread adoption across various platforms, fundamentally changing how content is created and shared online.