Hello and welcome to what’s been on my mind lately,
field notes on signals of change across fashion, culture, and the sustainable future.

Happy reading

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For nearly 15 years, the internet has converged toward sameness:

Minimal.
Optimized.
SEO-structured.
Conversion-focused.

Clean grids. Sans-serif fonts. The illusion of neutrality.

But recently, I’ve started noticing a shift. DEEP-DIVE WITH ME

Some brands are stepping away from generic digital aesthetics and reintroducing culture, texture, weird and even imperfection into their websites.

Hermès is a striking example. Earlier this year, the maison moved away from sleek, luxury minimalism and temporarily transformed part of its website into a hand-drawn, illustration-based interface. Less “optimized luxury.” More crafted storytelling.

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Signals of change

Another internet presented

• ​AllezBisous rejects traditional web design entirely by existing as a simple Google spreadsheet.​
• ​Mozilla’s Firefox 148 introduces a master “Block AI enhancements” toggle, giving users full control to disable or selectively manage built-in generative AI features.
• ​Rona optimized search results using the real, local language of DIYers instead of standardized terms SEO optimized for how Quebecers talk Sidlee campaign for : zig zag, césar, pottle à gyproc, etc..
• ​Franceinfo now highlights CO₂ figures in articles and translates them into relatable, everyday equivalents.
• ​Review the number of ink necessary for its brand color to make it more sustainable while printing

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What’s really behind this shift?

Part of it is simple: AI saturation and over-optimization. We are living through the industrialization of digital expression, auto-generated text, visuals, layouts, even brand voices. When everything is frictionless, predictive, and optimized for performance, very little feels intentional.

→ The backlash to ultra-tech is becoming visible: low-tech builds, handmade aesthetics, intentional friction, and renewed user control are emerging not as nostalgia, but as strategy.

At the same time, digital sustainability is entering the conversation. Data centers, energy consumption, server calls, refresh cycles — the environmental footprint of the internet is no longer invisible. As awareness grows, lighter infrastructures and simpler interfaces begin to signal responsibility rather than lack of sophistication.

Finalement, the cultural layer. As templates dominate and platforms standardize expression, culture becomes the new luxury. Craft, locality, imperfection, and distinct visual languages now communicate value more powerfully than generic polish. In a sea of sameness, differentiation is no longer about louder design — it’s about deeper identity.

The number of the day

If the internet were a country,
it would be the fourth-largest polluter in the world.

What's on my mind

• I’m currently preparing a presentation on the future of real estate for a client: watching how physical space and digital presence increasingly mirror each other.
• Olympics as a cultural barometer: I observed recently opening ceremonies, uniforms, newly added sports — they often reveal more about the zeitgeist than trend reports do.

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If you have an insight, a reflection on the subjects mentioned to share, please do I would be happy to read.👇

UPCOMING TALKS & CONFERENCE (open to public)

📍Québec: I am on a panel at Salon des TEQ 2026, March 18

📍Montréal:

I'll be giving a talk at Manger santé et vivre vert on March 22 on sustainable consumption

I’ll be speaking at PVMTL, April 21–22 in Montréal — more details soon.

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Until next time,

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