Inside Mytheresa’s Austin-based VIP event

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In this week’s Luxury Briefing, Mytheresa’s chief customer experience officer, Amber Pepper, shares why the luxury e-retailer hosted a Pucci activation in Austin. In addition, U.K.-based lingerie brand Bordelle discusses its U.S. strategy amid tariffs. Also, Lyst Index insights and news to know. For tips or comments, you can email me at [email protected]

Mytheresa’s latest U.S. event marked the extension of its experiential luxury strategy into new, fast-growing regional markets. To celebrate the launch of its Pucci x Mytheresa capsule on April 23, the platform staged a vibrant activation in Austin, Texas on April 24. The event was designed to blend Pucci’s colorful Italian heritage with local Austin culture, offering an experience that merged exclusivity, personalization and high-energy social engagement.

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