The Gstaad Guy sits down with Aaron Levant, CEO of Complex and one of the most conviction-driven figures in modern media and culture, to explore what it truly means to build something at the intersection of taste, access, and community. From the early days of street culture to architecting ComplexCon into one of the most distinctive live experiences in the world, Aaron reflects on a career built not on following trends but on understanding them before anyone else does.

The conversation gets into the art of thinking laterally, why being a generalist in a world of specialists is an underrated advantage, and what it really takes to democratise cultural experiences without diluting what makes them matter. Aaron speaks candidly about the stigma of trying and failing, the discipline of having strong conviction when the room disagrees, and why the future of retail belongs to those who can make people feel something. Restless, sharp, and deeply knowledgeable about how culture actually moves, it is a conversation about hustle, belonging, and what happens when good taste meets genuine dedication.

Filmed at The Maybourne Beverly Hills Garden Suite.

(00:00) Intro ✨🎙️

(01:06) Backstory 📖🌱

(03:28) Thinking Laterally 🧠🔀

(06:04) Wearing The Same Outfit 👔🔄

(09:14) What is Complex? 🤔💡

(11:37) ComplexCon 🎪🌍

(14:04) A Sense Of Belonging 🤝🏻❤️

(15:08) Typical Complex Consumer 👥🎯

(21:30) Taking A Bet 🎲💪🏻

(28:05) Democratising Experiences 🌍✨

(31:35) Art 🎨🖼️

(33:38) A Generalist In This Day & Age 🧠🌍

(36:16) Cultural Meshes 🌍🔀

(39:09) Street Culture 🏙️👟

(40:36) The Business Of Complex 💼📈

(45:10) Curation As A Form Of Innovation 🎯💡

(49:02) Creating Partnerships 🤝🏻🤝🌟

(51:27) Collectibles 🏆✨

(53:59) Headlines vs. Real Depth 📰🔍

(58:33) Sneaker Culture 👟🔥

(1:02:01) Design & Function 🎨⚙️

(1:06:19) The Future Of Retail 🛍️🔮

(1:10:05) Streamers & Live Shopping 📱🛍️

(1:13:10) Next Generation Of Hires 👶🏻💼

(1:17:45) Being A First Mover 🚀🌟

(1:19:01) À La Poubelle vs. Fantastique 🗑️✨

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The Gstaad Guy sits down with Jens Grede, co-founder and CEO of SKIMS and one of the most instinctive brand builders of his generation, to explore what it means to connect products with culture in a way that feels both inevitable and enduring. From his Swedish upbringing and the philosophy of lagom to a career that has taken him from Mr Porter to FRAME to one of the most talked-about consumer brands in the world, Jens reflects on a professional life built on honesty, minimalism, and an obsession with getting the product right.

The conversation moves through the tension between being timely and being timeless, what American culture taught him that Europe never could, and why working with people who share your values is the only foundation worth building on. Jens speaks openly about the decision to back himself, the meaning of genuine partnership, and why family, far from being a counterweight to ambition, has always been its greatest source of purpose. Grounded, forward-looking, and refreshingly direct, it is a conversation about integrity, pop culture, and what happens when you care more about the work than the noise around it.

Filmed at The Maybourne Beverly Hills Garden Suite.

(00:00) Intro ✨🎙️

(00:40) Gstaad 🏔️❄️

(02:41 )Notion Of Family 👨‍👩‍👧‍👦❤️

(04:30) Timelessness & Essentialism ⏳✨

(06:50) Value Retail 🛍️💡

(07:53) The Culture of "Lagom" ⚖️🧘

(10:30) Becoming A Founder 💡🚀

(13:35) Social Media 📱🌍

(14:41) Working With A Best Friend 🤝🏻❤️

(17:04) Moncler 🧥🏔️

(19:25) FRAME 👖✨

(20:06) SKIMS 🩱💡

(21:30) Remo Ruffini 👔🏔️

(22:41) "Making A Simple Product Great" ✨🏆

(25:58) Love vs. Passion ❤️🔥

(27:46) The American Dream 🇺🇸🌟

(30:50) The Greatest Partner 🤝🏻💎

(25:05) Making Decisions ⚖️💡

(36:56) Kim Kardashian 📱👑

(40:06) America 🇺🇸🌍

(41:33) American vs. European Culture 🇺🇸🇪🇺

(47:41) Definition Of "Timelessness" ⏳💎

(51:01) Pop Culture 🎤🌍

(56:33) The Modern Consumer 📱🛍️

(58:55) Shared Values Within A Team 🤝🏻❤️

(1:03:27) À La Poubelle vs. Fantastique 🗑️✨

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The Gstaad Guy sits down with Anna Nash, President of Explora Journeys, the ultra-luxury ocean travel brand rewriting what it means to experience the sea, to explore what happens when the finest hotel sensibility meets the freedom of open water. From the legacy of seafaring that runs through the MSC family business to the guest-centric philosophy that shapes every detail on board, Anna reflects on the vision, curiosity, and conviction required to challenge an entire industry's perception of itself.

The conversation gets into why the stigma around cruising has persisted for so long and what it genuinely takes to dismantle it, the idea that true luxury is not about abundance but about freedom of choice, and why time, more than any amenity, is what the most discerning travellers are really seeking. Anna shares what she has learned from guests who arrive sceptical and leave converted, the particular dynamics of leading within a family-owned business, and why the next generation of leaders will need curiosity above all else. A wide-ranging and genuinely compelling conversation about hospitality, the sea, and the art of giving people an experience they did not know they needed. 

Filmed in the Manor House at Rosewood London.

(00:00) Intro ✨🎙️

(01:52) Explora Journeys 🚢🌊

(03:45) Hotel Experience 🏨✨

(07:53) A Cruise Experience 🛳️🌅

(10:29) Voids In The Industry 🔍💡

(12:52) Family Owned Business 👨‍👩‍👧‍👦🏛️

(15:45) A Family Business Is Like A Monarchy 👑🏰

(20:21) The Onboard Experience 🍽️🌊

(23:42) Freedom, Choice & Variety 🗺️✨

(27:09) Destination Choices 🌍🧭

(33:53) Luxury Spending 💎💰

(38:17) Abundance Of Choice 🎯🌟

(43:18) Next Generation Leaders 👶🏻📈

(47:11 À) La Poubelle vs. Fantastique 🗑️✨

(50:00) Most Memorable Hospitality Experiences ❤️🏆

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The Gstaad Guy sits down with Marianna Hewitt, co-founder of Summer Fridays and one of the earliest and most instinctive voices to emerge from the first wave of Instagram and lifestyle blogging, to explore what it truly takes to turn cultural momentum into something that endures. From her early days in fashion to becoming a first mover in the content creator space, Marianna reflects on the decisions, values, and relentless consistency that laid the foundation for one of skincare's most beloved modern brands.

The conversation gets into the thinking behind Summer Fridays, why great skincare should never feel intimidating, and what it really means to build a brand with genuine cross-generational appeal. Marianna speaks honestly about the realities of life as a founder, the difference between good friends and old friends, and why decisiveness, not luck, is the quality that separates those who last from those who fade. Grounded, direct, and full of hard-won perspective, it is a conversation about community, longevity, and what it means to build something real in an industry that moves very fast.

Filmed at The Maybourne Beverly Hills Garden Suite.

(00:00 Intro ✨🎙️

(02:21) Starting Social Media 📱✨

(03:48) Love For Content ❤️🎨

(04:04) Fashion World 👗✨

(07:12) Being A First Mover 🚀🌟

(10:00) Why "Summer Fridays"? ☀️🧴

(13:38) Skincare Can Be Intimidating 😰🧴

(15:21) Effective Branding & Marketing 📢✨

(19:46) Remaining Excited & Motivated 🔥💪🏻

(21:14) "There Are No Quick Wins" ⏳💡

(25:22) Role Of Founder & CEO 👔🏆

(29:54) Forging Strategic Partnerships 🤝🏻🌟

(33:25) Creating A Social & Digital Brand 📱🌍

(36:14) Cross-Generational Products 👴🏻👶🏻

(39:00) Seeing People Use Your Product 😊❤️

(41:14) Message To Your Younger Self 📝🪞

(44:10) Old Friends vs. Good Friends 👥❤️

(45:34) Being A Decisive Person ⚡✅

(47:05) Key Skills That Drive Success 🔑📈

(49:38) Values 🏛️❤️

(53:16) À La Poubelle vs. Fantastique 🗑️✨

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The Gstaad Guy sits down with Enrico Buonocore, Founder and CEO of Buonocore Hospitality Group, and Alessandra Maestroni, Group Strategy Manager, the founders behind Langosteria, Milan's most quietly coveted restaurant and one of the defining expressions of contemporary Italian hospitality, to explore what it truly means to build something extraordinary without a plan, guided entirely by vision, instinct, and an uncompromising sense of what feels right. Partners in business and in life, they reflect on the rare alchemy of working alongside someone who shares both your values and your ambitions.

The conversation moves through the philosophy that built Langosteria from the ground up: the importance of locality, the details that most people never notice but always feel, and why understated excellence will always outlast noise. Enrico and Alessandra share what Italian cooking means to them in an era when it has been recognised as Unesco cultural heritage, how Milanese luxury differs from everywhere else, and why passion, not strategy, has been the truest compass throughout. Honest, warm, and deeply considered, it is a conversation about building something that lasts by never losing sight of why you started.

Filmed at Mandarin Oriental, Milan.

(00:00) Intro ✨🎙️

(01:28) Langosteria 🦞🍽️

(03:25) Italian Passion 🇮🇹❤️

(06:38) PEPE Barra Italiana 🍹🇮🇹

(07:25) Building A Team 👥🤝🏻

(08:38) What's Right For The Business 💼⚖️

(09:50) Starting New Projects 💡🚀

(11:39) Langosteria A Casa 🏠🦞

(13:55) Understanding The Customer 👂🏻🎯

(16:16) Italian Excellence 🇮🇹🏆

(22:14) Types Of Consumer 👥🔍

(24:00) How Milanese Luxury Differs 🏙️💎

(26:20) The Details 🔍✨

(30:15) Running A Successful Restaurant 🍽️🏆

(37:13) The Truth Behind Table Reservations 📋🤫

(39:55) Working With Your Partner 🤝🏻❤️

(43:28) Passion Driven 🔥❤️

(44:05) Path & Strategy 🛤️🧭

(51:10) Langosteria DNA 🧬🦞

(55:24) À La Poubelle vs. Fantastique 🗑️✨

(1:01:05) Spending Time With Family 👨‍👩‍👧‍👦❤️

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The Gstaad Guy sits down with Dr. Frank-Steffen Walliser, Chairman and CEO of Bentley Motors, to explore what it means to lead one of the world's most iconic luxury brands at a moment when heritage and innovation are being asked to coexist more urgently than ever. The conversation opens with something genuinely rare: The Chalet Edition Bentley Bentayga by The Gstaad Guy, a collaboration that captures what happens when two distinct visions of mountain living and automotive excellence find common ground.

From a childhood obsession with cars to a career forged in the high-pressure world of motorsports, Dr. Walliser reflects on the journey to the top of Bentley, the extraordinary team required to build something that transcends transport, and why a car remains the most complex consumer good a person will ever own. The conversation covers the balance between substance and status, the meaning of timelessness in an industry racing towards the future, and what British ingenuity continues to offer a world increasingly drawn to speed over soul. A compelling and wide-ranging conversation about excellence, legacy, and what it takes to keep an icon moving forward.

Filmed at Bentley Mulliner in Crewe, England.

Explore The Chalet Edition Bentley Bentayga by The Gstaad Guy: https://www.bentleymotors.com/uk/en/models/mulliner/ewb-the-chalet-edition.html

(00:00) Intro ✨🎙️

(00:49) The Chalet Edition 🏔️🛋️

(01:45) Bentley Motors 🚗👑

(03:29) "What Does Bentley Mean To You?" 💭✨

(06:38) Bentley Work Culture 🤝🏻💼

(07:17) Developing A Brand 🌱📈

(07:54) Balance of Substance Over Status ⚖️💎

(19:40) Entering The Car World 🚗🔑

(23:40) Motorsports 🏁🏎️

(24:59) The Volkswagen Group 🚗🌍

(27:16) Network 🤝🏻🌐

(31:14) Becoming CEO 👔🏆

(38:16) Nostalgia & Curiosity 📷🔍

(40:08) The Future Of The Automotive Industry 🔮⚡

(44:08) Car Manufacturing ⚙️🏭

(48:47) Generalist vs. Specialist In The Automotive Industry 🔧🎯

(54:25) Timelessness ⏳✨

(58:57) À La Poubelle vs. Fantastique 🗑️✨

(1:05:18) Industrialised Craftsmanship 🏭🧑‍🔧

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The Gstaad Guy sits down with Imran Amed, founder and CEO of The Business of Fashion, the platform that fundamentally changed how the fashion industry understands and talks about itself, to explore what it truly takes to bet on a calling when everything rational tells you otherwise. From journaling as a child to consulting at McKinsey, Imran traces the long and winding road that led him to build one of the most influential media businesses of his generation.

The conversation covers the early days of stretching himself thin across multiple jobs just to keep the dream alive, the insecurity and need for validation that shadowed his ambition, and the moment the universe seemed to stop offering alternatives. Imran opens up about the internal struggle between security and purpose, how meditation and silent retreats helped him find stillness amid relentless pressure, and why genuine optimism, not the performative kind, has been his most durable asset. An unusually candid and deeply personal conversation about identity, courage, and what becomes possible when you finally stop ignoring what you were meant to do.

Filmed at The Twenty Two (London), Gingko Suite.

(00:00) Intro ✨🎙️

(00:54) BoF VOICES 🎤🌍

(03:34) How It Started 💡🌱

(05:15) Failure ❌📉

(07:06) Rise Of The Internet 🌐💻

(08:07) Following A Feeling 🧭❤️

(12:20) Prosumers 🔄💡

(13:34) Perspective 👁️🌍

(15:47) Creation Of The Logo ✏️🎨

(21:05) Turning Into A Business 💡💼

(25:37) "Why London?" 🇬🇧🌆

(28:35) Consumer To Prosumer 🔄✨

(30:00) Adapting To The Times ⏳🔄

(33:04) Being A Pioneer 🚀🌟

(35:13) "State Of Fashion" 👔📊

(41:05) BoF & McKinsey 📰💼

(44:12) The Impact Of Knowledge 📚💡

(47:57) Banned From A Fashion Show 🚫👗

(49:56) Breaking The Fashion Communication System ⚡🔓

(53:56) Industry & Business Relationships 🤝🏻💼

(56:45) Good vs. Bad Campaigns For Creators ✅❌

(58:18) Brands Keeping Up With Culture 🌍👔

(1:00:42) Imran Amed 📰✨

(1:04:11) Applying To McKinsey 📝💼

(1:09:36) Mechanics Of A Consulting Firm ⚙️📊

(1:11:06) Internal Struggle 💭⚡

(1:15:26) Meditation 🧘✨

(1:20:20) Silent Retreats 🌿🔇

(1:24:43) Optimism ☀️🌟

(1:26:35) À La Poubelle vs. Fantastique 🗑️✨

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The Gstaad Guy sits down with Simon Kidston, one of the most respected figures in the classic car world, a dealer, collector, and writer whose life has been shaped by an unwavering obsession with the machines that defined an era, to explore what it truly means to turn a passion into a life's work. Raised across cultures and educated in the Swiss Alps, Simon reflects on the upbringing that sharpened his eye, deepened his taste, and drew him inevitably towards the world of rare and extraordinary automobiles.

The conversation moves through the philosophy of collecting, the singular allure of cars like the Mercedes 300 SLR, and why authenticity in this world cannot be manufactured, it can only be earned over time. Simon shares what classic cars reveal about the people who seek them, why obsession and discernment so often go hand in hand, and what it means to keep old machines alive and relevant in a modern era. At the heart of it all sits a quietly compelling conviction: that doing something you truly love is not indulgent, it is essential. A rich and unhurried conversation about passion, provenance, and the art of knowing exactly what you are looking for.

Filmed at The Twenty Two (London), Gingko Suite.

(00:00) Intro ✨🎙️

(05:17) From Passion To Job ❤️💼

(07:05) First Car 🚗🔑

(08:52) Upbringing 🏡👶

(12:30) Gstaad 🏔️❄️

(15:04) Relationship Building 🤝❤️

(21:27) Mercedes 300 SLR 🏎️💨

(28:28) Archetypes Of The Car World 🚗🎭

(33:26) The I.C.E. 🔥⚙️

(35:27) "The Gstaad Collector" 🏔️🏆

(37:29) Andermatt 🇨🇭⛰️

(38:59) Dream 5-Car Garage 🚗✨

(48:19) Bugatti Royale 👑🏎️

(54:22) Rallies 🏁🚗

(54:57) À La Poubelle vs. Fantastique 🗑️✨

(1:00:50) "Do Something That You Love" ❤️🌟

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The Gstaad Guy sits down with Riccardo Pozzoli, founder of Hyle Consulting and one of Italy's most respected voices at the intersection of brand building, creativity, and entrepreneurship, to explore what it truly means to build a meaningful life without losing yourself in the process. From his years at Luxottica to his role as creative director of Persol, Riccardo reflects on a career shaped by constant challenge, creative ambition, and the quiet discipline of knowing when to pivot.

The conversation moves through the realities of raising a family while running a business, the tradeoffs that every ambitious life demands, and why failure, far from being something to avoid, is the most reliable engine of growth. Riccardo shares his philosophy on aligning with a partner, finding balance without pretending it is easy, and what it really means to create desirability in a world saturated with noise. Threaded throughout is a distinctly Italian perspective on life, luxury, and what it means to pursue the dream on your own terms. A warm, honest, and wide-ranging conversation about ambition, identity, and the art of living well.

Filmed at Mandarin Oriental, Milan.

(00:00) Intro ✨🎙️

(04:22) Life Decisions 🤔🛤️

(08:42) Working With Brands 🤝🏻💼

(10:10) Career Path 🛤️📈

(15:35) Growing & Innovating 🌱💡

(20:13) Being A Father 👨‍👧❤️

(25:03) Game Of Life 🎲🌍

(26:40) Finding The Right Life Balance ⚖️🧘

(32:11) Aligning With Your Partner 🤝🏻❤️

(34:35) Voicing Intentions 🗣️💭

(35:57) Transparency 🪟💡

(37:21) Importance of "Dating" With Jobs 💼❤️

(41:52) 21-22 Year-Old Version Of Oneself 🪞⏳

(49:10) Status vs. Experience 👑📖

(56:59) "Is The Status Worth It?" 🤔💎

(1:00:27) No Social Media 📵🌿

(1:03:03) Creating Desirability ✨🔮

(1:03:52) The Meaning Of "Italianity" 🇮🇹❤️

(1:06:53) Joining The Luxury World 💎👔

(1:12:25) The Italian Dream 🇮🇹🌟

(1:19:14) À La Poubelle vs. Fantastique 🗑️✨

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The Gstaad Guy sits down with Matt Friend, the comedian, actor, and impressionist who has built a devoted following by turning razor-sharp observation into some of the most entertaining content online and on stage, to explore what it truly means to make people laugh in a world that takes itself far too seriously. From discovering comedy to performing in front of live crowds, Matt reflects on the craft, the nerve, and the instinct required to land a joke in any room, for any audience.

The conversation moves through the journey from online skits to major stages, the difference between performing for a camera and commanding a room, and why great comedy has always been rooted in great observation. Matt shares how he approaches his impressions, what it means to adapt your voice without losing it, and why humour remains one of the most powerful and underrated tools a person can have. A genuinely funny and surprisingly thoughtful conversation about passion, performance, and the art of noticing what everyone else is too polite to say.

Filmed at Casa Cipriani New York's Premier River View Suite.

(00:00) Intro ✨🎙️

(02:20) Accents 🗣️🌍

(06:20) Impressions 🎭😄

(08:18) Trump Impression 🇺🇸🎤

(08:39) Roger Federer 🎾🏆

(09:13) Rafael Nadal 🎾💪🏼

(09:26) Novak Djokovic 🎾🌟

(09:53) RFK Jr. 🇺🇸🎙️

(10:13) Bill Gates 💻💰

(13:05) Discovering Comedy 😂💡

(14:18) Performing In Front Of A Crowd 🎤👥

(17:36) Social Media vs. IRL 📱🌍

(19:11) Mitch McConnell 🏛️🐢

(20:12) Ted Cruz 🇺🇸🤠

(20:30) Bernie Sanders 🌹✊🏻

(21:34) Austin Butler 🎬😎

(22:25) Language vs. Final Product 🗣️🎯

(27:49) An Unserious Generation 😜📱

(31:24) Embracing Comedy 😂❤️

(33:16) Observing The Rich 👀💎

(35:36) Tapping Into Luxury Brands 👔✨

(37:50) Inspiration For The Comedy 💡😂

(41:54) Comedy As A Tool In Dating 😂❤️

(45:29) À La Poubelle vs. Fantastique 🗑️✨

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