Luxury conglomerate LVMH has wrapped up a stellar year with its highly publicized involvement in the reopening of Notre Dame, a historic cathedral in Paris. The ceremony, attended by global dignitaries and cultural icons, was marked by the prominent display of LVMH brands such as Louis Vuitton and Dior.
The event was seen as a meticulously choreographed branding exercise by some, with Bernard Arnault’s low-key billionaire persona giving way to an elaborate showcase of his luxury empire’s influence. The French president, archbishop, and clergy were all in attendance, accompanied by high-profile celebrities such as Jill Biden and Salma Hayek.
LVMH has enjoyed unprecedented visibility in France this year, thanks in part to its role as a high-profile sponsor of the Paris 2024 Olympics. The company’s influence was on full display at the cathedral reopening, with its brands prominently featured in the ceremony and various fashion statements.
However, not everyone was pleased with the level of luxury branding at the event. Papuna Biliseishvili, who watched the ceremony in Paris, quipped that if the devil wore Prada, the cathedral should wear Louis Vuitton and Dior. Marie-Claude Dubois, a 45-year-old Catholic worshiper from Paris, expressed her disapproval of the branding saying it compromised the sacred nature of the cathedral.
Despite this, LVMH’s contributions to the cathedral restoration have been widely praised, including its donation of €200 million and 36,300-year-old oak trees for the spire. The company’s influence has also been cemented in the Paris 2024 Olympics, with custom display cases crafted by Berluti and an Olympic-themed Vogue World fashion show.
The rivalry between LVMH and Kering, France’s two largest luxury conglomerates, was on full display at the cathedral reopening, with tensions between Bernard Arnault and François-Henri Pinault evident in their brands’ prominent appearances. The competition between these two giants has been ongoing for decades, extending beyond fashion into art, philanthropy, and global influence.
The intersection of faith and fashion was also on display at the event, with French fashion designer Jean-Charles de Castelbajac creating 2,000 liturgical vestments that reflected high-fashion artistry. The unorthodox designs ensured that even the clergy’s robes reflected luxury and glamour.
Source: https://apnews.com/article/lvmh-notre-dame-branding-arnault-0d8076d36ed655136666b74d2ee681ed