FOUNDERS DIARY: ENTRY 16.12.24: The Confidence to Evolve – How Authenticity Shapes True Success

Today, I want to take a moment to shift the lens from our local business ecosystem and look to something broader that has been on my mind lately—the evolution of fashion and how it mirrors the journey of self-growth.

My career began in fashion, a world that continues to inspire me, picture of this article is me back in those early days, and while I’ve moved on to new ventures, it feels incredibly rewarding to channel that same passion for style and evolution into my work here at JNB. Fashion, like life and business, is about identity, growth, and owning the journey. It’s about creating something that is both deeply authentic and open to transformation.

It’s easy to think of fashion as something separate from our daily lives, but it’s actually one of the most tangible ways we express who we are. When we look at the global fashion world, we see a fascinating reflection of what it means to evolve, adapt, and—most importantly—stay true to one’s roots while embracing change.

Take Chanel, for instance. After the sudden death of Karl Lagerfeld in 2019, his long-time collaborator and studio director, Virginie Viard, was tasked with stepping into the monumental role of creative director. Viard, who had worked alongside Lagerfeld for more than three decades, understood the essence of Chanel. She inherited his vision and seamlessly continued the brand’s legacy. But as much as Viard exuded the elegance, heritage, and timeless luxury of Chanel, there was an undeniable tension. Her designs, while undeniably beautiful, didn’t spark the boldness or transformative edge that we had come to expect from the House of Chanel. She wasn’t taking the risks that would drive the brand into its next chapter.

Let’s be real here: brands—like people—don’t exist in a vacuum. They are in constant flux. You can’t expect a heritage brand to simply rest on its past. Sure, Chanel is a symbol of opulence and sophistication, but if it’s not evolving with the times, if it’s not pushing boundaries, it risks stagnating.

And that’s exactly why, in December 2024, Chanel took a major step forward with the appointment of Matthieu Blazy as the new creative director. Blazy, who had already made waves at Bottega Veneta, was heralded for his “audacious personality” and his bold, innovative approach to design. Bruno Pavlovsky, Chanel’s President of Fashion, expressed confidence in Blazy’s ability to both honor and reinterpret the legacy of the brand. “In Blazy, Chanel is not just looking for someone to uphold tradition—they’re looking for a visionary who will lead the brand into the future with confidence and creativity.”

This appointment is an exciting one—not just because it’s Chanel, but because it marks a shift in how brands are thinking about their next chapter. Blazy’s approach represents an important lesson that transcends fashion. It’s a reminder that confidence comes not from sticking to what’s safe, but from owning the process of change, knowing that true success is built on evolution, not stasis.

When we look at the world of fashion as a whole, we see similar patterns of reinvention and self-discovery. John Galliano’s departure from Maison Margiela after a ten-year tenure marks another significant turning point. Galliano transformed Margiela with his theatrical style, all while respecting the minimalist roots of the brand. His legacy is a testament to how even the most rigid designs can be reimagined and revitalized, proving that evolution doesn’t mean abandoning your identity—it means embracing it in a way that speaks to the now.

So, why do I bring all this up? Because, at its core, fashion is about identity. And as much as fashion houses like Chanel or Bottega Veneta shift and evolve, so too do we. The clothes we wear are an outward manifestation of who we are—and who we are becoming.

You see, confidence is never static. It’s not something you’re simply born with; it’s something you create every day. And one of the simplest, yet most powerful ways to create confidence is through what you choose to wear.

There are days when I don’t feel like showing up, when I feel tired or unmotivated, but I dress as though I am walking into something far greater than what I might feel in the moment. That simple act is a shift in mindset. And it works wonders. Dressing authentically doesn’t just boost your confidence—it can fuel the momentum you need to tackle your day and achieve what you didn’t even know was possible.

I’m not talking about chasing the latest trends or adhering to someone else’s version of “success.” What I’m talking about is something deeper—something rooted in authenticity. True confidence comes from aligning your personal style with who you are and who you aspire to be.

This isn’t just about “dressing well” or “dressing for success.” It’s about being unapologetically yourself, whatever that may look like. Whether you prefer a tailored suit or a casual, yet sleek ensemble, it’s about dressing in a way that makes you feel grounded in your own skin.

Anna Wintour, once said that she doesn’t hire people who wear the latest trends. No, she hires people who wear their clothes with confidence. That, right there, is the key. It’s not about what you wear—it’s how you wear it. Confidence is the message you send when you own your choices and dress in a way that reflects your true self.

And let’s talk about Luxembourg for a moment. One of the things I love about living and working here is the flexibility in how we present ourselves. You can step into a high-powered meeting and feel at ease because your outfit represents who you are, not who you think others expect you to be. A tailored tracksuit with a rollneck, blazer, and sneakers? Absolutely. It’s a blend of comfort, professionalism, and authenticity—a combination that mirrors the evolution of today’s business world.

I remember attending a formal event last year with over 100 guests, and out of all the attendees, only three of us wore ties. I didn’t feel out of place, nor did those who chose to skip the tie. It wasn’t about the tie itself—it was about confidence. The confidence to show up as you are, unapologetically, and own your decisions.

The world is shifting. The old rules—whether in fashion or business—are fading. And there’s so much freedom in that. But there’s also a responsibility to ourselves: to evolve, to grow, and to be authentic in every step of that process.

True confidence isn’t about trying to fit into someone else’s mold. It’s about building a life that reflects who you truly are, inside and out. So, as we move into this new year, I challenge you to embrace your own evolution, to let go of outdated expectations, and to dress and live in a way that celebrates your authenticity. The best version of you is waiting, and it’s already within reach.

Ciao for now,

Josh