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Whereas in the past, when brands mostly created their public image from the top down, through advertisements and by building relationships with magazines, luxury labels now have to consider all their customers because of social media, and Covid-19 has highlighted the importance of digital channels more than ever, says Antonio Achille, senior partner and global head of luxury at McKinsey & Company

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In 1880, a reporter for the New York Herald newspapaer wrote a story about her called "La Belle Americaine: A New Star of Occidental Loveliness Swims into the Sea of Parisian Society." Not everyone loved Amelie