NOVEMBER 2025

WHAT IS «STYLE»?

The word «style» carries its history like an invisible seal. It derives from the Latin «stilus» – the stylus once used to immortalise thoughts and names, to draw traces into the world. Originally, the term referred to one’s personal handwriting, the signature of thought, of movement, of existence. Every stroke was at once expression and statement.

Today, style is omnipresent – in people, brands, spaces and objects. Yet style is neither fashion nor taste. Style is the coherence of expression – the visible poise that arises from inner intent.

To grasp style, one must first distinguish it from its close but deceptive relative: taste. Taste is an impulse; style is a decision. Taste is affection – a spontaneous response. Only when this impulse follows an inner logic does style emerge. Taste is the raw material; style is the form.

Every human being leaves traces – consciously or unconsciously. Yet only those who reflect upon and cultivate their expression shape a style that is recognisable, resonant and enduring. Style reveals itself in precision, in decisions, in calm. Those who are inconsistent or self-contradictory lose their signature.

Taste is judgement; style is substance. Taste polarises; style clarifies. It defines perception, legibility and effect. Style communicates without words. It leaves an echo that reaches beyond personal opinion.

For brands, spaces and objects, the same holds true: style is the expression of personality and attitude. Those who shape it with consistency create resonance; those who neglect it leave traces without meaning.

In the end, style is no decoration. No trend. No taste. Style is attitude. Style is consistency. It is the fine, visible handwriting of an invisible soul.