Tita Friday

Tita Friday TITA FRIDAY specializes in thoughtful branding and writing. We help brands tell their story with clarity and care.

Services include: Branding, Writing, Ghostwriting, PR, and Social Media Management.

A father’s love has a funny way of staying.Sometimes it lives in old photographs.Sometimes in life lessons.Sometimes in ...
21/06/2026

A father’s love has a funny way of staying.

Sometimes it lives in old photographs.
Sometimes in life lessons.
Sometimes in the voice in your head reminding you to keep going.

And sometimes, years after they’re gone, you realize you’ve been carrying that love with you all along.

Happy Father’s Day to all the dads, grandpas, stepdads, father figures, and mentors.

You matter more than you know. 💙

Love,
Tita Friday

Yesterday was the release of Trader Joe’s newest mini totes.This time, they came in stripes.A few friends and I fully in...
18/06/2026

Yesterday was the release of Trader Joe’s newest mini totes.

This time, they came in stripes.

A few friends and I fully intended to buy all four colors.

Then we saw the line.

Was I waiting that long for a tote bag?

Not a chance.

(I wanted the bags. I hadn’t lost my mind.)

So we left, bought sandwiches, headed to the park, and somehow I ended up writing an essay about an 80-year-old American icon.

L.L.Bean’s Boat & Tote: The Hermès of Canvas Bags?

(Please remain calm. No Birkins were harmed in the writing of this essay.)

According to Medium, it’s only a 5-minute read.

Miraculously.

The short version:

Trader Joe’s had the tote of the moment.

L.L.Bean has the tote that survived eighty years.

That’s the essay.

Read it here:

https://medium.com//l-l-beans-boat-tote-the-herm%C3%A8s-of-canvas-bags-2660e0a12982

PS: After publishing this, TikTok showed me videos of the chaos at Trader Joe’s locations across the country.

Suffice to say, I still want the totes.

I am simply too old and too shingles-flaring to go to war for them.

PPS: The book in the photo is The Lies We Tell to Impress Women (and Other Romantic Miscalculations). I bought my copy on Amazon and have been laughing ever since.

https://a.co/d/00nuhf4o

(Highly recommended for anyone who enjoys observing the occasional gap between confidence and reality.)

— Tita Friday

I woke up Sunday morning to the New York Knicks winning their first NBA championship in over fifty years.The last time t...
16/06/2026

I woke up Sunday morning to the New York Knicks winning their first NBA championship in over fifty years.

The last time they won, I was three years old.

Then, while finishing this essay on Monday morning, Lewis Hamilton won his first Formula One race for Ferrari.

Apparently, even my examples were determined to help me make my point.

What started as basketball highlights somehow turned into a 2,516-word essay about Lionel Messi, Roger Federer, Lewis Hamilton, Travis Kelce, luxury bags, watches, and why luxury looks different on athletes.

My conclusion?

The bag isn’t the flex.

The career is.

The bag is simply the receipt.

If you’re a sports fan, a luxury fan, or simply curious how my brain manages to connect basketball, football, Formula One, Hermès, Louis Vuitton, Taylor Swift, Ryan Reynolds, and dried mangoes from Seafood City into a single essay, this one’s for you.

Read it here:

https://medium.com//the-luxury-of-earning-it-38e4db8b6cd6

PS: Medium says it’s a 10-minute read. Microsoft Word says it’s 2,516 words. I remain neutral in this dispute.

PPS: About the header image: I made it myself in Canva. The athletes are not shown to scale. I know. Please do not message me their exact heights. Canva and I did our best.

— Tita Friday

One flag.One people.One shared story.Today, we honor the courage of those who fought for our freedom and celebrate the e...
11/06/2026

One flag.
One people.
One shared story.

Today, we honor the courage of those who fought for our freedom and celebrate the enduring spirit of the Filipino people.

Maligayang Araw ng Kalayaan. 🇵🇭

June 12, 1898 – June 12, 2026

I forgot to post this earlier, but I finally wrote my thoughts on why the proposed Estée Lauder–Puig merger never quite ...
25/05/2026

I forgot to post this earlier, but I finally wrote my thoughts on why the proposed Estée Lauder–Puig merger never quite felt right to me.

The more I thought about it, the less it felt like a finance story and the more it reminded me of trying on something beautiful that simply never fits quite right once you’re actually in it.

Because luxury has never really been about accumulation.
It’s about curation.

In the essay, I talk about:
• why Puig feels more Richemont than LVMH to me
• why Estée Lauder increasingly reminds me of Kering
• the emotional psychology behind founder-led beauty brands
• why Jo Malone still quietly lingers in conversations like these
• and why some beautiful brands still don’t automatically become a beautiful whole

Mini summary for the too-busy-to-click crowd:

Sometimes the smartest luxury decision is realizing something technically impressive still doesn’t belong together.

Read here:
https://medium.com//why-the-est%C3%A9e-lauder-puig-merger-never-quite-fit-aed27f010f28

PS: The fitting-room analogy may be my favorite thing I’ve written in a while.

Memorial Day is ultimately about remembrance.And the more I thought about that this weekend, the more I realized how muc...
24/05/2026

Memorial Day is ultimately about remembrance.

And the more I thought about that this weekend, the more I realized how much of branding, and even personal branding, is really about memory too.

The strongest brands do not survive because they constantly reinvent themselves.

They survive because they remember who they are, while still evolving with the world around them.

That balance matters.

From Ralph Lauren to Levi’s, Coca-Cola to Apple, the brands that endure are often the ones that understand emotional continuity, not just innovation.

Because memory is not the opposite of progress.

Memory is what gives progress meaning.

And honestly, the same applies to people.

How we speak to others.
How we react.
Whether we add thoughtfulness or simply more noise.

Over time, people remember.

And reputation, eventually, becomes its own kind of brand equity.

More importantly, this weekend is not about branding discourse at all. It is about remembering people whose lives mattered, and still matter deeply, to the people who love them.

Wishing everyone in the U.S. a peaceful, meaningful, and heartfelt Memorial Day weekend. 🇺🇸

Three luxury houses.Three Cruise/Resort 2027 collections.Three very different ideas of what modern luxury should feel li...
22/05/2026

Three luxury houses.

Three Cruise/Resort 2027 collections.

Three very different ideas of what modern luxury should feel like.

Dior showed at LACMA with cinematic elegance and controlled expansion.

Chanel returned to Biarritz and quietly reminded everyone that heritage still matters.

Gucci took over Times Square with a Resort collection that felt, depending on your perspective, either bold or mildly existential.

The more I watched these shows, the more I realized this wasn’t really about clothes.

It was about something much bigger:
how luxury houses try to stay desirable while balancing exclusivity, visibility, aspiration, virality, accessibility, and emotional coherence.

(Yes, I know “emotional coherence” now sounds slightly AI-coded online, but consumers really do know when a house no longer feels like itself.)

Also, I stand by this:
Times Square evokes many things. Resortwear is not usually one of them.

New essay on Medium:
https://medium.com//the-art-of-staying-desirable-a89468f6cef5

- Tita Friday

After AP x Swatch gave me a branding migraine, Lululemon and Chip Wilson exhausted me, and Gucci sent the luxury interne...
19/05/2026

After AP x Swatch gave me a branding migraine, Lululemon and Chip Wilson exhausted me, and Gucci sent the luxury internet into collective emotional distress, I somehow ended up writing about Elon Musk. 😭

Not politically.
Not as “evil billionaire.”
Not as “tech savior.”

What interested me was something else entirely:

How does a person become this mythological in modern culture?

At what point does a businessman stop being “just” a businessman and start becoming infrastructure, obsession, controversy, aspiration, technological prophecy, and emotional Rorschach test all at once?

And beneath all the rockets, AI wars, robots, headlines, and impossible wealth… is there still simply a human being trying to matter?

That became the essay.

For the too-busy-to-click summary:
it’s really about branding, ambition, emotional hunger, modern power, founder mythology, and why Elon Musk increasingly feels less like a CEO and more like an entire ecosystem wearing a leather jacket. 😭

Read here:
https://medium.com//elon-musk-and-the-psychology-of-being-needed-8e858db1eb96

PS: Between Valacyclovir, Gabapentin, Lidocaine patches and cream, Prednisone, Elon Musk discourse, and luxury branding arguments, I currently feel like a walking collaboration between Big Pharma and branding commentary.

— Tita Friday

Yesterday I somehow spiraled from:“Hmm, I’m not sure about this AP x Swatch collaboration…”to writing an entire essay co...
17/05/2026

Yesterday I somehow spiraled from:
“Hmm, I’m not sure about this AP x Swatch collaboration…”

to writing an entire essay comparing Audemars Piguet to Audrey Hepburn in Roman Holiday. 😭

But honestly, the more I watched the memes, the resale frenzy, the collector reactions, and the internet chaos unfold, the more I realized this was never just about watches.

It was about luxury mythology.

About what happens when heritage brands step into hype culture.

And whether the emotional magic still feels the same afterward.

So yes, after approximately 47 posts, comments, memes, and one identity crisis involving Swiss watches, here’s the final essay. 😊

“The Royal Oak’s Roman Holiday”

https://medium.com//the-royal-oaks-roman-holiday-0b82ea6ca6ac

PS:
I still think the Royal Oak is one of the most beautiful watches ever made. Which is exactly why this whole thing hurt my feelings a little.

– Tita Friday

Happy Feast Day of Our Lady of Fatima 🤍In a world that gets louder by the day, I think one of the most beautiful things ...
13/05/2026

Happy Feast Day of Our Lady of Fatima 🤍

In a world that gets louder by the day, I think one of the most beautiful things faith can still offer is quiet peace.

A moment to pause.
A moment to pray.
A moment to remember that hope is never as far away as it feels.

Ave Maria. 🌥️

— Tita Friday

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