In luxury, every word matters. Carefully crafted language can evoke desire, express heritage, and create an emotional bond with a client, but translation missteps—the wrong tone of voice or lexical choice—can disrupt the delicate image a brand has built over decades.

Translating for luxury isn’t just about converting words, it’s about capturing a brand’s essence and expressing it authentically in another language.

Brand Immersion

To write for a luxury brand, it’s important to understand its universe. That means going beyond style guides to explore the brand’s heritage and milestones, learn the language of craftsmanship, and observe how the brand presents itself.

Over the years, I’ve deepened this understanding by visiting various client headquarters, exploring museums and archives, and studying the vision of successive creative directors. These first-hand experiences allow me to translate with insight and precision and guide my team to find the brand’s voice.

Listening and Training

Listening is at the heart of this work. By tuning in to how designers, marketers, and creatives talk about their work, I capture not only what the brand says, but how it says it—and how that language expresses priorities and vision. This knowledge gets passed on through training sessions on brand terminology, careful review and feedback on projects, and ongoing adaptation as collections and campaigns evolve. This ensures every translation is consistent, authentic, and aligned with the brand’s identity.

Language as Craftsmanship

The same care that goes into creating a luxury piece should be reflected in the words that bring it to life. Through immersion, listening, and guidance, I ensure that when a brand speaks another language, it still sounds like itself: elegant, precise, and unmistakably true to its essence.