We work with a lot of new luxury brands. And from what we’ve seen, being new comes with a common tendency toward “playing it safe”. But, in fashion and beauty – two incredibly saturated markets that live and die by the ability of visual content to draw in audiences – safety is death. As a new brand, with no established name or reputation, creating visual content that blends into the crowd is the worst thing you can do. How will anyone know you exist or that they should pay attention if you don’t stand out?