We talked to Ed Westwick

& Lara Rúnarsson

We discuss smartphones that suddenly find themselves on the defensive, beauty aesthetics that resemble dessert menus, and wellness that teeters between healing promise and obsession. We look at fitness brands going viral – and others vanishing into obscurity.

At anti-work movements that have become as symbolic as a power suit, and at individuality as the ultimate luxury that outlasts every micro-hype.

This issue is about sensory marketing caught between oversaturation and reinvention, about the subtle signs of true individuality – and about what happens when time itself suddenly turns into the ultimate luxury.

This edition is an invitation to look closer: at markets that transform into emotions, and at people who turn stories into spaces, outfits, or campaigns.

Stay inspired, stay curious.
You know you love it.

Hello, NINE FIVE Readers,

Welcome to an issue that feels like dinner at the world’s most beautiful hotel – where in the end it’s not about the food, but about the emotion that lingers. Because if hospitality is the business of feelings, then this issue is our attempt to deliver just that: atmosphere, intimacy, relevance.

We sat down with Ed Westwick and Lara Rúnarsson to talk about their new Krüger Dirndl campaign. We also met Eva Maria Riegel, the Carrie Bradshaw of real estate marketing, who shows us why houses are no longer just places, but stagings of identity.

What does it mean when brands focus less on selling and more on curating emotions?
To explore this, we spoke with Alla von Allashefer – about clarity, attitude, and the art of raising your voice where others prefer to remain silent. And of course: our personal faves for September and October.

But that’s just the beginning. We take a closer look at Dupe Culture, which challenges both brands and creatives alike.

LATEST

Stylish. Functional. Authentic. – That’s the vision behind ALLASHEFER

Sometimes, a brand doesn’t start with a business plan, but with a deeply personal aha moment. For Alla, it was her first pregnancy that set everything in motion. Suddenly, she realized that no diaper bag truly suited her. The choices were sobering: either functional but clunky and far from beautiful – or stylish but completely impractical once real life with a baby began. For Alla, who wanted both – style and function – this was an impossible contradiction. Until she decided to take matters into her own hands.
What began as a spontaneous idea to design her own bag turned into much more than a one-off piece. As soon as the first version was finished, her surroundings were enthusiastic: midwives, doctors, friends – everyone wanted that exact bag. What was originally just a solution for her own life gradually grew into a passion project. Today, ALLASHEFER stands for bags that are far more than just a mama accessory. They are companions through life, designed to work in every moment: during postpartum recovery as much as in business meetings, on a stroller walk just as much as at dinner in the evening.

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A Visionary of Living A Conversation with Anand Steinhoff on Design That Lasts and the Courage to Evolve

In the world of interior design, certain names stand for more than just furniture—they represent a way of thinking. One of these names is Steinhoff in Hanover. Led by Anand, an entrepreneur with a remarkable life story, the family business has evolved from a traditional furniture store into an internationally recognized creative studio. We spoke with him about his journey from Milan back to Hanover, his definition of good design, and the relentless drive to keep moving forward.

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Skinimalism Is Back – Why Less Is Truly More

Flawless perfection is a thing of the past. Today, we’re celebrating what’s real, raw, and unfiltered. Welcome back, skinimalism. Minimalism has already transformed our interiors and reorganised our wardrobes – and now it’s making its mark on our skincare routines. The term skinimalism – a fusion of skin and minimalism – signals a fundamental shift in the beauty world. Fewer products, less overload, no more masking. In its place: more authenticity, more intention, more self-acceptance. But why now?
Back to basics – with intention
The pandemic shook many of our certainties – including how we relate to our own skin. As we navigated Zoom meetings in sweatpants, makeup routines often fell by the wayside. Facing our bare selves in the mirror became a daily exercise in acceptance. Suddenly, it wasn’t about porcelain skin anymore – it was about skin health. About honesty. About what remains when everything else is stripped away.

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