NO. 014
Via Instagram @rosiehw
Gucci Girl is the vibe…
I’m not a religious fashion week watcher, but the highlights definitely end up on my feed. Like everyone else, I can’t stop thinking about the Gucci show. It’s the energy the girls bring to the table — and honestly, how to bring a bit of that energy into life. The extra, the better, imo.
THE ONE TO WATCH
CROWN AFFAIR
I’m usually pretty invested in the companies I write about. Crown Affair? I’d been seeing it everywhere, but it wasn’t until I came across founder Dianna Cohen talking about her mission — and her reminder to “just move the needle a little” — that I wanted to know more. The founder story got me first, the brand came second. So, let’s see what Crown Affair is all about.
We romanticised skincare.
Crown Affair said: why not hair, too?
THE BACKSTORY
A haircare brand founded by Dianna Cohen in 2020
Crown Affair started after the haircare Google Doc Dianna made for friends kept getting passed around. Now? Reaching around $30M in sales in 2025 + a Series C this year. Turns out, being the friend with good hair can become quite the business.
An hourglass. For your hair.
Brush, comb, oil, towel. The launch set came with a 3-minute hourglass. Hair care shouldn't be rushed. Now there's shampoo, conditioner, a mask, a scent, all made to work together. Less product lineup, more wash day you look forward to.
Why their POV matters
Old-school brands sell status and cash in on your problems. Crown Affair flips the playbook and sets indulgence as the new status quo. No new archetype to become — just more pleasure in being you. Others fix. Crown Affair spoils.
Via Instagam @crownaffair
Maybe stop fighting your hair?
I’m thinking, there’s Gisou, amika, Oribe, LolaVie… why Crown Affair?
Haircare is clearly still having a moment — 22% growth in Europe, 8% in North America in 2025. But Crown Affair got me thinking about something else. We’re so used to being told to fix the negative “tame the frizz, control the curls, repair the damage”.
And, maybe luxury is getting smaller? Trips, clothes + dinners are expensive. But ten minutes to yourself, a really good hair oil and a brush you actually love using? Still doable. Crown Affair is selling that kind of luxury — better ingredients, beautiful things + a reason to take your time.
(and which brand? honestly, just pick the one that feels most like you.)
NOTES TO SELF
Towel is the BESTSELLER??
Crown Affair launched without shampoo. Instead, the towel became an award winner + its dry shampoo went on to become #1 at Sephora. Okay, so what’s the “towel” in your industry?
17K people… for a hair founder’s Substack
Take Your Time became Dianna’s Substack, podcast + community — all around the same idea Crown Affair is built on. Maybe say the same thing 100 different ways until people get it.
Wait, what am I the friend for??
Before Crown Affair, Dianna was already the hair friend. What’s the #1 thing your friends always come to you for? Maybe start there. Mine, unfortunately, is organising. Call me for inquiries…
Via Instagram @crownaffair
TO FOLLOW
DIANNA COHEN
Most people, especially founders, love talking about themselves. Their success, their story — sometimes I feel like people swim in it. Dianna’s content hits different. It’s less about her and more about what you can take from it. Her videos + podcast are basically about becoming more you. Very Edition 1310. You should check her out!!
SELECTED
LET’S ENJOY GUCCI A LITTLE MORE…
I’m always thinking about what goes into putting a show together. It takes a lot to make something look effortless. The lighting, the shots, the music — all to create a moment.
Via Instagram @gucci
Via Instagram @gucci
ON MY MIND
WE ONLY NEED ONE
“To be loved is to be seen.”
We often have people around us. But how often are we truly seen?
I’ve carried a lot close to my heart my whole life. I was my own hypeman. I felt like the world, and the people in it, were against me (still do sometimes). The safe bet was to fade into the background. That way I couldn’t be misunderstood — or shaped by other people’s ideas of who I should be.
Then I met my boyfriend. He’s quite different from me. But I finally met someone who actually listened (or perhaps I forced him to see the real me). He thinks I’m crazy. And that’s okay. He doesn’t just see who I am right now. Or some version of me he wants me to be. He sees who we both know I’m meant to become. And most importantly, he still sees her when I can’t.
It might be your parent, teacher or best friend. I think we only need one. Someone who sees the version of you that maybe no one else gets yet. Until then, be your own hypeman. And when you find yours, hold them close.
*Visual rights belong to the respective brands. Images are clickable to their original sources.
NEXT WEEK
Westman Atelier
Which companies inspire you? Leave a comment on Instagram below — I’d love to hear.