As Vogue Businessâ Executive European Editor, Kirsty McGregor deciphers how technology redefines luxury design. Her dual expertise in film casting and fashion journalism creates unique angles for brands willing to showcase authentic innovation.
Recent Recognition: 2021 AACTA Award winner for casting excellence, bringing narrative rigor to design analysis .
Weâve observed Kirsty McGregorâs career evolve across journalism, film casting, and editorial leadership, marked by her ability to identify cultural shifts in design, fashion, and storytelling. Her work at Vogue Business positions her as a critical voice analyzing how luxury industries adapt to technological and creative disruptions.
McGregorâs flagship analysis transforms the annual design fair into a diagnostic tool for global luxury markets. By tracking Gucciâs augmented reality installations alongside smaller sustainable furniture startups, she identifies the tension between heritage brands and disruptive innovators. Her methodology combines sales data from Salone exhibitors with interviews from 30+ CEOs, revealing how tactile craftsmanship survives in digital-first markets [1][7].
In this companion piece, McGregor profiles three emerging designers using biofabricated materials, arguing that true innovation now happens at the intersection of science and aesthetics. She contrasts their experimental approaches with LVMHâs âŹ200M investment in circular design labs, questioning whether corporate sustainability initiatives can match indie creatorsâ agility [7].
While not design-focused, this piece showcases McGregorâs cross-industry reach. Her analysis of the filmâs casting process reveals how she evaluates creative collaboration, drawing parallels between director Shannon Murphyâs team-building strategies and successful design studio workflows [5].
McGregor prioritizes stories where digital tools enhance rather than replace tactile design. A successful pitch might explore how Italian leather workshops use blockchain for provenance tracking while maintaining hand-stitching traditions. This aligns with her Vogue Business piece on Dolce & Gabbanaâs NFT-backed limited editions [1][7].
She seeks unexpected partnerships, like recent coverage of Hermès x NASA material scientists. Pitches should highlight knowledge transfers between unrelated sectors â e.g., how marine architects influence handbag structural design.
With Scottish heritage influencing her perspective [2], McGregor often spotlights local craftsmanship scaling globally. A Sardinian textile collective using AI looms to preserve ancient patterns would capture her interest.
Her work dissects shifting consumer cohorts, notably Gen Zâs preference for âquiet luxuryâ tech accessories. Data-rich pitches about age-specific design preferences outperform generic trend reports.
Leverage her film background: Stories about designer selection processes or team dynamics often resonate. How a lighting brand âauditionsâ materials could mirror her analysis of Babyteethâs casting [5].
âThe best design stories, like the best films, emerge when tradition and innovation perform in harmony â neither overwhelms, but both evolve.â
Milan Design Week and its headline event, Salone del Mobile, are more than a furniture showcase â they have become a barometer for where design, fashion and luxury are headed next.
Milan Design Week and its headline event, Salone del Mobile, are more than a furniture showcase â they have become a barometer for where design, fashion and luxury are headed next.
âBabyteethâ sweeps the board at Australian Academy Awards
At PressContact, we aim to help you discover the most relevant journalists for your PR efforts. If you're looking to pitch to more journalists who write on Design, here are some other real estate journalist profiles you may find relevant:
