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What if a premium brand's main asset isn't perfect quality, but a perfectly crafted emotion? Olga Komissar, founder of the international creative agency GLYPH, is convinced that the future of luxury lies in the "design of emotions." She explained how to sell mood and why investing in a customer's feelings pays off many times over.

Kazakh artist Assel Nusipkozhanova and the GUESS brand presented a unique art collaboration. The project started in March 2025 and became the brand's first step in supporting the arts and creative industry of Kazakhstan.

Assel explores cultural heritage and identity, and their interaction with the modern world. Her signature style allows her to take a fresh look at traditional elements through the unconventional use of colors, textures and graphics. The project features store windows decorated with art objects in official stores in two cities of Kazakhstan - Almaty, Dostyk Plaza shopping center and Astana, Mega Silk Way shopping center.

Olga Komissar, founder and managing partner of the creative agency GLYPH, spoke with the editors of Harper’s BAZAAR Kazakhstan about how to scale up with the help of branding, as well as increase value through positioning and marketing.