In short, this phrase tells you that business is not about emotion; it is about wit, control, and understanding the cold, cutthroat energy needed at high levels or really any level.

This phrase made more sense back then, and in a way you can still apply it today. What I realize now is that emotions are playing into everything. Nowadays we are so wired with information, content, and apps that many marketers want you to feel emotion at high levels. To really want that product, that trip, that new camera. To believe you have a relationship with famous people or your favorite influencer. Seriously I had an intense parasocial relationship with Rachel Sennott, then the amazing I Love La show came out and it sort of faded. I guess I hated the fast that now even more people knew her, but Im still a hard core fan, and hope she reached iconic stardom. With social media, everything is emotional, who you hang out with, how you conduct yourself, and what you post. Now, that doesn’t take away from the fact that you must be cold when posting. Take out your insecurities and just post it. So it’s confusing today. On one side it feels highly emotional, and on the other it’s cold AF. So where to land is always the question.

For me lately, I combine these energies. Like a strawberry banana smoothie, I blend these two amazing fruits to create greatness. Seriously, I just need an SB smoothie from D’Lush like back in the day, and I would be happy right now. Writing to you from the airport catching a red eye. I remember hitting Fashion Valley Mall in San Diego when I was younger (11), and that place was lit. There was always hot smoothie baristas setting the vibe. Yes I was ahead of my time.

Combining the emotional with the cold gives me this real, truthful sweet spot. My team seems to be working more productively and more efficiently since. I coach, I lead, and I also nurture. Whoever isn’t at par, well, they get noticed really easily. I used to have more patience, not gonna lie. Lately, my patience is thin. Too much chaos, too much of everything. Thankfully, I have an amazing team, and we work together every day, every week. It’s a tight crew. That is necessary. The tighter you are, the faster friction gets noticed. Don’t just try to automate your workflow, talk to your team, just communicate with emotion, and be cold about it. No need for deep emotion, we are not getting married, signing a lease together or buying a pet. We are working together. We need to connect yes, we need to laugh off course, we need to vibe, but we also need to get to work. Pay our bills and have enough emotional buffering to drink a Negroni on a Monday with no emotional guilt.

Leave a comment.

See you at the office,

LUi.

It’s not about good or bad, yin and yang anymore for me. It’s about writing that song with intention, but also not writing it. Climbing that mountain, and also not climbing it. Whatever path you choose the universe is caring and not caring at the same time for you.

So you start balancing it out. You balance the universe, not the other way around. The universe starts thinking, wait, what does he or she actually want? Nothing and everything? Aura points for balance.

Try without trying. Whatever that means to you, that is the answer.

When anything bad happens to me, or anything stressful, I have trained myself to calm down and try to understand how it could have a positive outcome, a lesson, or a nudge to pivot. Which is always more stressful in the first stage. But if you break through, you get to stage two where you realize you won’t understand it. and nothing makes sense. Which leads to stage three: it doesn’t matter, whatever it is it is what it is. I read somewhere that to let go of bad energy or feelings, one must accept and love the thing or person causing the effects (Yes even your most dreadful enemies). I use this for stressful thoughts, anxiety, or any other form of stress really. It helps. To accept it, love it, hug it, and then let it go. To forgive. To understand, one must love. It’s extremely hard and I stumble around this all the time. Especially when you are distracted about quitting your job and living in the beach while you make a living doing Tik-Toks. Yet I train. I keep training my mind to have a better reaction and to remember this very knowledge under pressure. Breathing always helps. Daydreaming doesn’t.

Everyone experiences stress. Fights with our lovers, parents, or friends. Situations at work, school, or in your community. Sometimes it’s just a nudge by the universe, but you have to read the signs. You have to train a lot to not panic. It still takes me a lot of work, and my anxiety is always through the roof depending on what happened but I can also be extremely calm. Thinking, or overthinking. My body is calm. It’s usually my mind that is racing.

When you get to the fourth stage (letting go), the ideas start to flood in. Whatever was holding you back is just not there anymore. Of course the memories and feelings will remain, but the weight is always lighter. Over the next 24 hours you will be relieved, a lesson will make sense, or maybe you will laugh about it. I swear it will feel like the universe is playing the game with you. It is. But it’s also not.

It’s hard to determine the exact feeling, but I believe the universe will always protect you. Maybe our internal electromagnetic fields create signals and frequencies that the matrix actually listens to. Simulation or not, I refuse to believe that nothing is connected and everything is completely random. It is but it’s also not.

If none of this makes sense, maybe go lay on grass or something.

Do or not do, have fun.

See you at the office.

LUi.

Life is just too short to be wearing that shit. Maybe in an alternative dimension some people pull them off, but I just don’t see it. Come at me in the comments. As we head into World War III, the world as we know it has changed. A new dimension in the simulation where I open this letter hating on jorts, then switch to writing WWIII, and use Toretto as a meme. Oh, the world we live in.

But this is just the point I want to make. We live in the strangest of times. A place where you feel all sorts of emotions as you try to live your life. Extremes and numbness. You have to filter out, and numb yourself to what is happening to survive. If not, how do you live? How? Please explain in the comments. Maybe not full numb, but something like that. I am actually not even sure. What I do know is that to post online, is no longer a bad thing even in bad times. This is just the way we connect, and communicate. Even if you don’t like it, that is the reality. Even if you don’t like the situation it is hard not to fall into line. It is hard not to consume. No one wants to feel left out. These are the times they will talk about in the coming decades. The end of an experiment, and the beginning of a new one.

I like being a fashion nerd. It gives me superpowers. With more and more people realizing fashion, understanding it, and wanting to be a part of it. I just feel I backed the right horse. Recently George Civeris who is a comedian, writer and cohost of the Straightio Lab podcast, went on the Middlebrow Podcast (episode I mention). He mentioned how straight men are now genuinely and objectively more into fashion. Something like that, don't quote me. But I feel I know where he's coming from. I have also seen a rise in acceptance of fashion not being just for women, or feminine energy. Which if you know, you know that's a bit inaccurate but there is a lot of feminine energy.

Men's Fashion Week hasn't even been going on for that long. New York only launched it in July 2015 so you get an idea. Im sure there where others before, in other countries, but just as a fund fact. Now men in fashion, editors, models, creators and designers, and all sorts have migrated. Teaching other men that fashion is not just for women. It's for all. I see a younger generation of men, understand this, and they show to have a way better sense of fashion than my generation of men. Now that doesn't mean I approve of the wide pants situation Gen Z uses. I find it so cringe. I recently bought a cool "carpenter" trouser from Old Navy (lol). I was buying some uniforms for a Hotel I am working with, and thought it looked nice, so I bought a pair. I hated how the leg at the end had this wide flare to it. Gen Z design bullshit. I don't hate them, I will probably balance it out with my pair of John Varvatos boots, but still, it was hard to swallow. I am happy fashion is going to head into a new reality. Some of the old ways will stay, but new ones are on there way.

My investigation has started. Mexico City being my base I will start there, more out of curiosity, then anything. As the scene is in a deplorable state, but it that's what I need to report on I will. Once we arrive to bigger scenes, in other cities, will see where this new rabbit hole will take us. No rush.

I really want to start buying some vintage pieces. I don't own anything from Helmut, but I am interested in vintage pieces. Anyone know where I can look? Rhetorical, I will just google. haha.

Take your wins. No matter how small. Waking up and getting out of bed is already a win. Rejoice if you are fortunate enough to read this. Rejoice if you have time to laugh and enjoy your favorite new writer? 🥺

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Remember people this is just all a show. Or is it not? So let’s just laugh. Cry. And drink Negronis or a Martini. Only acceptable drinks for me at the moment. Beer doesn’t count. That’s just basic.

See you at the office

LUi

I have always had support to push almost any creative idea or artistic discipline from my amazing parents. Now don’t get distracted and think, oh you have had it all, rich kid, etc. Yes, but no. Hear me out. My parents are unique people, and they continue till this day to be a pillar in my path. I love you guys, and I am so grateful.

Over the past ten years, there was a counterpart to all of their support. They are over protectors, and it took a while for me to burst my own bubble and actually face the real world, I almost quit art. I killed the past LUi, and ego deathed the shit of it. I did it, it wasn’t fun, but I survived. Having parents, that wouldn’t question why I needed to be in Paris Fashion Week was amazing, but it also made me a tad lazy while also motivated and propelled me when I got to these places (it was tricky). I remember I would think that I had to really try with life giving me so much opportunity. And if you actually know me in real life, you know, I am all about trying and trying and trying and trying. But the getting there part was tricky. I had the hard part done for me, and that affected how I created, and moved with every creative project. I dropped out of university, and launched my company. I used my parents’ support to launch my production house back in 2015 which would later launch my past fashion magazine. I have always been an extremely hard worker. Maybe it’s my Baja California energy, and also seeing my parents be so active, proactive, and business savvy my whole life. They knew I would work hard, so they sponsored my endeavours. They are my biggest investors, and are still waiting on their ROI. Soon, soon.

They did not know that the city’s temptations would be too much for a younger LUi looking for glory in the echelons of the city’s coolest spots, people, and projects. Upsi. I am happy with my past decisions, in the end I actually reached all my goals, and took what my heart desired. Unfortunately when I made that pact, I was young and reckless so be careful what you wish for. Oh well, we all have to go through it. I cannot be more happy to be 32 while feeling 22. The irony is that when I was 22 I wanted to feel like 42, but that is another story. Except when I drink, I do feel 62 with a hang over.

Now that I am fortunate to still play the game, I apply a different perspective to so many of my ideas. One of these perspectives is on how I view my own career path, and the people I want near me to reach my goals. But it is time to write the following, and also say it out loud: I need representation. Hear me universe. I am waiting.

LUi needs an agent. A producer. A manager. For the past ten years, I have had around ten titles that I operate under to keep afloat, and one of those is acting like my own manager, agent, and producer. I used to be afraid of saying I need this, because I felt it made me look weak that I had to ask, and I wasn’t being scouted in the traditional way. My parents helping through the years, and my current team, and past teams constantly giving me a sense of support was enough at one point. I always felt I didn’t need an agent or manager. But now ten years later, I think I made a mistake. Like other artists, creatives, and craftsmen, there is nothing wrong with looking for yourself, I was just brought up weird I guess. Also I didn’t have receipts, and proof, so that made me believe I wasn’t ready. Trust me, I have them now.

I know my talent, I know my strengths and what I bring to the table. Also in a world of everybody being a host, content creator, and video creation, well this boy now a man, has been uploading since he was ten. Before it was a career path. Before there was a roadmap, a ring light, or a course on how to do it. Self-taught, figuring it out frame by frame, platform by platform. So… I know what it takes, and how I could grow, if I had a professional help me. I don’t need therapy, I need an agent.

You see, I’ve made a lot of money using my creativity, talent, and wit — built independently, through my own clients, my own invoices, my own work. Trained my ass to know what I know, and speak how I speak. My problem is that my standard is too high. I was too hard on myself. But if I had to put a number, with good years and bad, I have invoiced around 400K (USD) if not more. Maybe to a lot of you not that much, but to me it’s a huge number. This is my work. My clients. My receipts. Take into account that it was over ten years, while operating under nine other titles at the same time. There has to be points for that. The consistency alone should speak. Now if I only had to focus on creation and not the other nine titles, I truly believe I would have done double that number. That is exactly the logic for the agent.

Don’t be afraid. I believe that I write to decree. To manifest. And so I write this today, to let go of fear, and judgement. I call upon the gods of Olympus (honestly the coolest ones). Hear me! I will make you proud fam. 🥹

Go have a Martini or Negroni and think about what you just read.

Thats your homework.

See you at the office

LUi

Seventeen years ago, when I grabbed my first fashion photo book, I was hooked. Everything about fashion was cocaine to my teenage brain. I was a junkie (I still am). Tumblr for hours on end and trying to figure out my favorite photographer’s kits. It was so hard to find content or information about what happens behind the scenes. Now we have so much content, and BTS that you can learn so fast and apply yourself. I started testing and shooting right away. My brother and sister were my first models. I knew fashion design would come later, I was first hooked by the lens. Later in my career I would work side by side with some amazing Mexican designers. Just a few, but some of the best. Like Patrick once said, fashion photographers need to understand fashion as much as light. Something like that.

Scenes are so important. They create gravity points for artists, creatives, chefs, beautiful people, parties, bars, drugs, secrets, ambitions, hunger, success. Good decisiones, bad decisiones, martinis and negronis (hopefully). Scenes are not just about indulging, although they could be (why not?). Scenes are important to connect, nurture relationships, make friends, and close business.

Over the past five years, after graduating from the university of life, I realized I have never really had a solid portfolio, truly worth the work I have done myself or with my team. Lazy? Yes. But also tricky, as I grow in demand each year I find it ironic, we still don’t have a formal portfolio. Now don’t get me wrong, the second we have an opportunity we scramble and build a specific brief to fit what the client wants. After so many years, we can always find examples and necessary digital assets from past work to get the job in hand. We have a good ratio, and most people that don’t onboard, it’s usually because of budget reasons (Rich people are the most stingy). We are a bit pricey (I guess), but I know what we are worth, if you hire us. Know your value. Know your scene. It can take years to find it, or get into it, so don’t give up quickly. Enjoy the process, the falls, the wins. The middle points. It’s not that you’re going to be selling and networking all the time in the scene you want to be part of, but a scene can back you up. Can make you feel the value that no portfolio will ever give you. Street credit and know-how are important for any development. Social currency demands you are not just a nobody. Being part of a scene in some ways gives you social currency without having to make a dancing video on TikTok, and considering becoming an influencer. I do feel that scaling down. Craft coming back. Smart is hot. Knowing is hot. Dumb is finally dumb again. It was never cool. (I also have a paranoid feeling that this all will collapse and will go back to being NPC’s, but .. let’s not give that a chance.)

The scene in Mexico City can be tricky, friendly and vicious. With time anything can be understood. I gave this city ten years, and the reward has to be: being able to move around with my balls dropped. Still I have many layers to go, but enjoy my current middle point.

There are many scenes in Mexico City. Many. But not all scenes are truly on top. Obviously everyone thinks their scene is the coolest and in many ways it is (If you believe it you can do it). If you believe your scene is the best, then you go Glen Coco. Still, there are ranks (sorry not sorry). If you know you know, but if you don’t it is pretty obvious (You see, the old bitchy programming coming out?). I will software update eventually. Fashion needs to enter into a new era, and will get there.

I love all the free press Le Watch Party is getting from the recent happenings. He knows what he is doing. He never needed Vogue, or anyone. It would have been nice, why not. Big names are always so tempting and full of vanity. But now with them stealing the concept, or whatever they are trying to copy, they just validated LWP. I really hope they don’t stay on that wagon for long, and I do feel that. A lot of FOMO after watching the latest posts. LWP doesn’t need Vogue, but they needed a push. Any upcoming project does. Classic dinosaur move by Vogue. I went to TikTok to see what people were commenting from the latest LWP posts, and it was just filled with people repeating the stealing situation and praising. So I went in to stir the pot.

That’s me, LUi.

I guess 131 people understood what I was saying. I was baiting them a little and two people fell right into it. Watch how one of the comments just replies with the obvious, trying to defend when I am literally saying congrats, let’s fund LWP, let’s free ourselves from big boring traditional names. Then the other one made me laugh. What do you mean I missed a few steps? Just because I wasn’t all indignant and talking about the stealing? We need to move faster and with more positivity. But I guess people like festering about the bad.

I left that last comment to see where they take their response. Straight into it, how are we going to help LWP go further? I really want to invite Lyas to Mexico City. Not during Mexico’s Fashion Week, please no. There is talent in this city, a lot of it. Maybe he can consult us on how to democratize our scene, and make it funner. Sometimes an outside can have a strong perspective. Lyas is smart and I hope I get to meet him one day to talk and have a good conversation. I would love to interview him. Either we meet in Paris or he comes to Mexico City. Lyas, if you somehow see this, just letting you know we will host you and give a proper tour of our beautiful scene. Interwoven with the best food in the world, the most surreal urban situations, and the most real people.

So, do you agree? Disagree?

By the way, if you someone made it this far, I want to give you a gift, if you are thinking about starting a project or maybe a magazine style substack or whatever. I really love the name “A” scene for a magazine or zine, or book. I don’t know when I will have the time to actually use it, so if you like it take it. First come, first serve.

Name: “a” scene.

Tag: @ ”a”scenemag

Slogan: “A” place to be, hang, or be acknowledge.

Purpose: A medium about different scenes, creative and all types. About people, about art, culture, politics and knowledge.

See you at the office

LUi

Side note: We are taking the office mess to interviews and VICE style documentation, with me as the host. Sorry not sorry, but I am sort of funny no? 🥺. So I am letting the universe know, and decree that I will reach my goals.

PS - Please consider following the official IG account. https://www.instagram.com/theofficemess/ Your support means the world to me.

What I like about where we are going, is that I can feel more and more how we are integrating content and sharing online without it killing us. Maybe we just have more practice. Content is not forever in the mind of the user, but it will stay forever on the internet. It’s a tricky place where many go to get rich fast and many lose in the process. You can change your life if you have a decent amount of personality and genetics. Esthetics are important I am sorry to break it to you, but personality is even more important. The juice. The meat. It comes through you being you. It really just takes one thing to make in today’s world. Believing in your self. Corny, but it works.

We are heading towards delusional territory. Where the bold, brave, and sometimes ignorant souls get to reach nirvana. Up is down, and left is right. The world is to random. You can try to find balance, you can try to have peace. Your call on how you play this game. Zen is always just a click away. If you have money. If you have connections. So what do we do? We post. We share. We connect. We play.

The comment section is the most important section at the moment. It is the true podium. Where secret comedians make us gag, and random people make us completely change perspectives. The comment section use to be a bubble, a place for trolls, and all types of roasting. Now it’s changing. (Or I’m completely wrong)

Food for thought.

See you at office.

LUi.

We gather here today for another writer online doing a hello 2026 moment. But if your curiosity has been picked. I would love to invite you to appreciate that we are alive, and reading a substack. Let alone writing one. Finally I really don’t care about errores, o second drafts. I do love writing on Notion, but thats when I go deeper, which I love. But we should also get into writing fast, short and posting.

I feel the office mess, has made a lot of sense to me, over the past year. I have used it to reference what I am talking about. In a way my own personal library of receipts and ideas. Some of the content I posted on here, didn’t really gain a lot of traction, but I am super proud and grateful to have 52 people subscribed. Thank you so much.

I promise, I am writing every week this year. Where my content did get some traction was on IG. Not surprising, since I have way more people out there, and the content through reels was in good shape to maybe get some views. In the end it wasn’t about that, I ended up understanding so much about how I want to produce my own content, and others.

I have some brave women coming in to start producing content with me and by me. I really want to not be in front of the camera all the time. I like it, but I love directing. Soon on the spanish side, I will be producing content with other creators, and that is an era I am excited for. I will also go along and do more content in spanish, but not for the office mess. This is my baby, and its in english. I still have a lot of ideas that will flow better in english, and again the office mess, is better served in english.

Stay tuned, I have a lot of news coming.

For now, here is my IG post for today:

Talk soon and see you at the office,

LUi

I discovered youtube when I was really young. Sometimes I forget we where all the ginny pigs for Google and Facebook. I have found that over the past two decades Youtube has been consistent. Yes they have fucked up a bunch of times. Maybe. I’ve watched creators like Philip DeFranco for 15 years which I guess has its good and interesting parts for my brain, but mainly good, thank you Philip for your service. He is one of the OG’s on Youtube, and over the years, there has been all types of dramas at Youtube that channels like his kept on the loop about. But he is still there. Playing the game, like many others. On Youtube for a reason.

Yeah that’s me everyday for the past 15 years.

There are many arguments I can make for why Youtube grew, and grew well. And lately the platform I feel will enter into an even bigger era. Let’s not forget I just said in my last post that Instagram is king, and it is. So who’s the queen? It is not Youtube. Im still debating on who the queen is. Comment below your ideas please. What I do know, is that Youtube is the kings library. The internet has access. Its our “public” library the big boys pay for.

You can learn almost anything on youtube. In some way they cracked the education problem. We should be learning about accounting, and emotional intelligence in school. More youtube, less math. Just kidding, or am I?

Now I do think if Substack plays their cards right they will be up there with Instagram and Youtube. We need a place to write, and read. Substack is nice. Sometimes not to appealing to our addictive over stimulated brain, but never the less, amazing. I know it will be a slow roast, but I really enjoy writing on here. So I’ll be here for those who like reading.

I don’t know about Substack for video. I’ve tried it, and it just feels like an archive. It hard to see how I can grow on here, its not fun. Back to Youtube. Back to adding to the library. I want to be of service.

Listen:

See you at the office

LUi.

In the end, lets face it, we can’t give up our digital addiction. We just can’t. Plus we can’t just ignore decades of programming. We love interfaces. I feel this is why we gravite towards simulation theory. It reveals that life might just be an interface.

I’ve been contemplating, how I will share, and upload to the internet from now on. I love sharing. I like uploading my selfies, my pov’s, my photography, my videos, my logs, my dispatches, etc. I love content. I have a design office for christ sakes.

Some one was going to win the race, and I feel it has to go to Instagram. From the interface point of view, I really like Instagram. It has my friends, my para-social relationship friends, and the world essentially at my disposal.

Where is Rachel Sennott really making us feel like she’s the friend we all want? On her instagram. It feels organic, authentic, and smart. Its also this glam, sexy combination that yells taste. Is our girl smart? Off course. She’s out there on TikTok or at least her team, but I believe its actually her, reposting, and commenting on all of the “I love LA” reposting, and UGC content I see on TikTok. As she should. Thats the smart move.

All the cast members of the new HBO show “I Love LA” are masters of keeping us glued to our phones. Watching them look fabulous, hot, and ready during press tours and backstage photos, they’re dominating this opportunity they have all been given. Through what ever means, since we do have some nepo babies but I feel that makes it even better. Life is now and will be filled with humans that will inherit power through genetics, and last names. Deal with it.

Rachel doesn’t just go for the classic old media avenues. Don’t get me wrong, I loved the black and white, Cosmopolitan shoot. Divine. Typical, and over used concept, but still divine. She looks wow, I mean they all do.

Casting was done to perfection.

Rachel doesn’t stop there. She recently hit us with a shoot with DAZED. Digital cover o print I don’t know. I fucking love it anyway. Dazed is a hit and a miss for me lately. And that is fine. They are still an amazing publication, truly cool. I can tell when they enjoy the prep to what they are shooting, and I can tell they love this one. It screams art cover with chic tones of comedic smart sexy woman.

I didn’t know the photographer, Alyssa Kazew. I can tell she has some great runway, great for her. This Dazed shoot made me a fan.

I chose a side, and I am ready for the consequences of being team “I Love LA”, team Rachel. To see her idea, her and the team’s writing being executed for the show has been the final experience. The episode building, with all the right tones of anxiety and cringe, to make you think about your own happenings, with drugs, lies, and keeping up with a fast paced cities like LA, or in my case Mexico City. The show has to exaggerate but still im having PTSD (just being dramatic) sometimes while watching connecting to past stories. Also maybe projecting myself, since I have a job that can relate more to the show easily. But there is nothing better then to have a show structuring certain part of your lore in real life. “I love LA”, will open a new portal. Thank you Rachel.

HBO do your job, fund, more show like this.

Extra link:

Found it really entertaining and funny. Rachel again, a godess. Kareem, also funny as hell. Go watch it. The uncut version is not that long.

To finish this letter, I honestly don’t have anything to dispatch from the fashion trenches. I have to deep dive this month, and maybe I find something interesting to talk about. If anything, Rachel, and the her new show are fashion to me right now. The attitude of the show should be inspiring to create some amazing aesthetics in the upcoming editorials I have in mind. Photographers like Alyssa proved that.

Talk to you soon,

Lui

Yes we had to pass through shit this past 10 years before arriving at a potential blissful moment (big on potential). For the past 15 years, since 2010, we have been moving towards this point. A moment in time, where blogs are back, dumb phones return (at least a growing interest), and memes can go further to sell or position some campaign then formal content.

We really dont know what can work now, if everything and nothing works. If you watch content and consume information like me, then you do start noticing patterns, and similar choices from successful accounts.

One of those patterns is speed.

Not fake “hustle” speed. Not 4 am club. I am talking about time between idea and upload. The accounts that win in this phase of the internet are not the ones with the best cameras or the deepest thoughts. They are the ones with the shortest distance between “this could be something” and “post”.

Screenshot. Caption. Done. You see it everywhere. People are literally posting screenshots, their text messages, photo dumps, etc. And it works. Because it is fast, honest, and close to how we actually think and talk.

The opposite of that is what most of us in my age range, were trained to do. Plan the video. Write the script. Fix the lighting. Color grade. Add music. Export. Re export. Second guess. Overthink. Wait for “the right moment” to post. Lose the spark. Repeat. Wrong. Whole hard drives of “almost finished” work. Beautiful files that never made it to the light because they did not feel “ready”. Story of my life.

Don’t be nostalgic.

The truth is: the new post production is less post production.

Record. Trim the start and the end. Add subtitles, automatically. Post.

The era of waiting is over. Time to close the gap.

See you at the office.

LUi.

P.S. Obviously I’m talking about internet output here, brands, creators, accounts that live and die by the feed. This doesn’t apply to films, albums, books, exhibitions, or any other format that needs slowness, craft, and long timelines. Not every idea should be a meme. Some things are supposed to take years.

Today is Thursday, September 2025, and I am sitting on my roof in Mexico City. A beautiful array of sounds from the construction site to my left, to the cars going by. It all gives me this sense of chaotic peace through knowing what the sounds mean. Through the chaos of all these sounds I generate a sort of "inner peace".

The noise is a reaction to movement. The honks, a reaction to movement. Or to the need of movement. The cleaning of the streets creates a sound of movement. Moving arms, legs, and brooms. Dogs bark to people walking—movement. Planes fly by, creating sound. These sounds create movement in my brain. They make me connect my thoughts to emotions, movies, books, people, sex. Anything. Sound is so important. Air can be hard to listen to in a city, but one can imagine it moving the leaves, the branches. The tree that hugs my house, and me at this moment, to cover the sun but let in just enough light to give me this natural shadow, is what it's all about. It took me a while to understand it; like any good thing, it takes time to arrive. But I guess I've earned my sigh.

A nightmare would be to not have any noise on a random Thursday in this city, but it could also be a dream. I love when in the movie Vanilla Sky the director and crew knew that it was going to be worth it to spend all that money on clearing Times Square for the running scene with Tom Cruise. Epic movie, epic scene. The hard part? Producing that scene, clearing the streets. The smart part? The audio design. It's almost Independence Day in Mexico, and I will let you in on a little secret if you are into making content, photos, videos, styling, etc.: here in the city, everyone leaves. The sounds are not at zero but they do reduce by a lot. So it's one of the best weekends to go out and shoot. Hopefully some film student sees this.

Well I can keep yapping about life or I can go into my fashion business take with Mazarine the company behind one of my favorite publications Numéro. They are a big group in Europe and player in Asia. To me they’re expansion to the USA market was 100% confirmed two weeks ago when the account Numero Ny popped up on my IG feed.

They proceeded to post a series of videos all directed by pretty independent up and coming creatives, that is always fun. All the promo leading to the launch was all really nice. Good job. I kind of seen the referencing they used before by magazines like Perfect and Dazed but over all great. It had me ready for their obvious September cover release, with Fashion Week happening.

Maybe it released yesterday or today who cares, but when I woke up today I was in shock. First of all Nick Knight is a fucking badass and amazing photographer, but really? Him? First emotion when I see this cover? I hate it.

This is what Mazarine stands for, as I screen shot it from their website. So why are they recruiting from their own, and not a New York native (obvious move), that will not only know how to play nice with the traditional side of media, fashion, and the city you are literally putting in your name. The new editor and chief Philip Utz hopefully doesnt turn this move into another Vice buying ID Mag situation. Numéro is such an important name for me, I’ve always loved collecting their print issues. To me New York is also iconic, so when energies like this collide I want magic. Not this half done gossip girl take from the 2004 - 2006 era. With, I am sorry, Taylor Hill? lol.

Then we have the second cover. I really need to see that budget, because if it took that huge team to do this, damn. What are you doing Mazarine.

And maybe I bite my tongue and Numéro NY turns out great, and this was just a rough start. Well maybe. Hopefully. I want to be wrong on this one.

The card from Philip doesn’t reassure but at least he has experience, so the interior content might be better. Still for me, the cover is so important.

This just opens up even more possibilities for independent creatives, and publications on the rise to take from an ever expanding digital media race. Brands want to pay if you have the numbers or the skill, why not have both. So now, with companies like Mazarine and others betting on New York, who’s next. What’s next? Whats your next move?

Honestly a NUMÉRO MEXICO would kill. There is so much talent out here, but the question remains. Who could be at the helm? Who would Mazarine hire to pull it off. In a market where so many past publications, have failed. Could they even play out a scenario where they profit?

With Mexico and neighboring countries all dealing with political, and social problems, is it even right to propose something like this, in a time like this? I say it is right. We can not stop the forces of evil that create the horrible situations the world is in. We can only give light and positive energy to the world we want to see, and live in. Mexico City would host a great Numéro.

Niche Activity

I will go ask on my IG followers and friends who they think would make the cut for the team at Numéro Mexico, and see if we get any responses.

Editor In Chief / Direct@r ?

Editor At Large ?

Fashion Editor

Gastronomy Editor

Photo / Video Direct@r

Comment below.

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See you at the office,

LUi

Quick note, Crazy how hot it gets in the north of Mexico. It will go up to 50 degrees.

I find myself creating so many new folders lately, new visions, new baby’s, literally. Let me explain; I had the weirdest dream, the other night. I dreamed I was pregnant (lol). I consulted bob (what I call chat gpt) and it gave me some great insights about my sub-conscious. Crazy feeling and dream, never happened before. A new beginning is literally being born. A new vision? A new path.

As I embark to new waters, higher levels, and new people to document. I find it really comforting when I can just use my own archive to share my current esthetic vibe.

LA - 2020 - shot, casted and styled by LUi

I guess I was in the mood for more of a sunday and a chill hang at the back of the an LA house.

Los Angeles was always an interested visit. I actually do enjoy it. The characters never disappoint.

See you at the office

LUi

Photos - LUi Archive

Styling - LUi

Casting - LUi

I remember gravitating towards Valeria’s attitude through her videos. It’s not like she hides them, but her TikToks could also be a lot of fun depending on the week. I don’t see a lot of people go from fashion, art, and design over to TikTok just to hang out and not give a fuck. We need more of this.

I met Valeria, or Hadito as her tag line says, on the day we took these photos. Always a proper ritual when you meet someone and then shoot. I am glad Valeria got to experience working with me at this point in the story. I am so much lighter now.

I remember thinking I was a genius because I discovered the perfect formula for producing editorials. Photographer, modelo, mua, hair, moda (stylist), art / set, assistant. Wrong.

You need a modelo that can tell a story just with her eyes. Her attitude. You need a photographer that can use any element to make it chic. Anything works when you allow the flow of the styling, her, and the setting to intertwine. Of course, if the model is also a designer and can cut your fabric perfectly into a piece, that’s another thing. I am so mad I didn’t record Hadito while she cut and pinned this grey piece she is wearing. It took her 5 minutes.

What you need is passion plus confidence. Natural beauty features do help a lot, not gonna lie, but it is possible. Just way harder. Photographer plus modelo. That is it. Both with multiple side gigs, like me doing some styling using my archive, and well, my own look. I did find it pretty cool when Valeria wore my look essentially. I was playing it cool, but internally thought it was the best day ever.

It was like watching a friend that you haven’t met, but have. The parasocial attachment thingy is real. I remember Valeria was trying to remember when we met, but we hadn’t. I told her. I confirmed it. But after endless digital encounters, we bonded fast.

I’ve always loved this vintage D&G polo, and extra heavy Carhartt pants. They were a safe look, but I ended up vibing with it.

Thank you Valeria for visiting.

See you at the office,

LUi.

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Today on the business side of TOM, good customer service.

In an era where authenticity has great value and A.i is going to be in everything, having a workflow that integrates great human customer service is essential. I just spent 45 minutes on a call with an Aeromexico airline agent trying to pay for a ticket. The website never works for me, I might be cursed. So I have to call in and do the purchase manually.

The customer service, or c.s for short, at Aeromexico can be a gamble. You get an array of choices for your agent. I can tell after so many calls that if they sense any attitude on your part, they will go slower or hang up. You have to stay calm through basic borderline dumb questions they are going to ask you regardless, but with my experience I know that eventually I will get my ticket. Even if it takes 45 minutes. F*ck you Aeromexico. Fix your site.

A little status. A little relief. A lot of time back. If your business or product offer unlocks one of those three levers, people talk. When they talk, spend repeats. People brag when a purchase gives them more than utility. They brag when it gives them a story. Status first. Not fake luxury. Real status is competence plus taste.

In hospitality, it is anticipation.

In fashion, it is confidence.

In services, clear vision.

For example, the deck or quote that reads like a clear decision instead of an academic exercise.

#1 Status is earned by details.

It shows up where most people cut corners.

1. Competence → Credibility

• Definition: You can actually do the thing and do it well.

• Effect: Competence builds trust. If people know you can deliver, they lean in.

• In practice: Results, systems, consistent delivery. It’s the substance behind your name.

• Without it: You might get attention once, but you won’t hold it. Competence is the barrier to entry for serious recognition.

2. Taste → Desirability

• Definition: The way you do the “thing“, your selection, your presentation, your refusal to settle for mediocre.

• Effect: Taste gives competence flair. It creates the “I want to be around that” effect.

• In practice: Knowing when to cut, when to embellish, when to say no. This is branding, curation, design choices, and your overall eye.

• Without it: You’re skilled, but invisible. You might be good, but you’re not aspirational.

3. Status → Magnetism

• Definition: The perception of elevated value by peers and outsiders.

• Effect: Status is earned when competence and taste overlap consistently. People talk about you when you’re not in the room—and in a good way.

• In practice: High-status individuals and brands don’t just “exist” in the market—they set the standard.

• Without the equation: Status gained by hype alone is fragile. Status without taste is cold. Status without competence is a scam.

Why the play Works:

• Competence alone → respected but not necessarily admired.

• Taste alone → admired but often dismissed as fluff.

• Together → you have authority and allure. You’re not just “good,” you’re the reference point.

#2 Relief.

Relief is a solved headache. Relief is a weight off the calendar. When someone buys relief, what they are actually buying is breath, the first deep breath they have taken all week.

You get there by removing decisions and friction. Fewer emails. Clear options. One link that does the job. I like to package deliverables so the client feels the problem is contained:

• Folder one → Final assets.

• Folder two → Source files.

• Folder three → How to use this.

And why not a Loom to explain the delivery. Doesn’t hurt. That is relief. They brag because the chaos ended. They say your name because you made them look smart for choosing you.

#3 Time saved.

Time saved is the most honest currency in business. Everyone is busy all the time. Most people are busy with the wrong things. If your product or service gives back hours without creating new chores, you win the week for them.

I think in rhythms. Next day edits. Same day mockups. Weekly ops review that takes 15 minutes and lands the plane. When people realize they are finishing at six instead of nine because of you, they brag. They’ll say you are fast. They’ll say you are organized. They’ll say you are different.

Speed without panic is addictive.

At d.o we don’t just sell design, we also sell the office. How do we package this product?

We do not sell the task. We sell a new state of mind, created just for them. I do not sell services. I sell the feeling of having a competent partner who keeps the room beautiful and the plan moving forward. That is one of my favorite products. The beauty is in the way the plan moves. The calendar stays light. The files stay clean. The calls stay short when needed and long when worth it. The results show up in a format that makes sense to a busy or calm person. We are the quiet operator behind the scenes if needed, or on the front line when the challenge demands.

Trying to make this letter short, but I will see you in the comments to keep it going, or email me at lv@designoffice.me

See you at the office,

LUi.