“Luxury is not the opposite of poverty, it is the opposite of vulgarity” Coco Chanel
French luxury is an expertise, a “savoir-faire”. Craftsmanship is luxury. A product is luxurious when it is handmade, tailored for few. Like in poetry where each word means, each detail is important. Luxury is poetry because poetry makes people dream. And what does Louis Vuitton, for example? It invites us to travel through its ads. The odyssey of Cartier is an invitation to dream.
In our society where time is money, where people are always in a hurry, luxury is taking time. People want to be pampered. Luxury is difficult to obtain, which is related to the exclusivity and the rarity. Luxury is something that we have merited, we have waited for.
Luxury is something expensive and pleasant to have but not necessary. Nowadays, we can meet people who wear any kind of luxury symbols without « looking » luxurious. They only look rich. Because today luxury involves exclusiveness, uniqueness, and not because it is addressed to few people, because it is so special.
We could also define luxury by comparing the American vision of luxury, and the French one.
Certain celebrities are more show-off, they show themselves on yachts, they take champagne showers, they wear big gold necklaces, and finally they show how rich they are.
At the opposite, French luxury is being sober, fancy. French people prefer discretion than the opulent decoration. That’s why we always speak about French elegance, about the “French touch”. This is not only an appearance; luxury is all in the attitude.
Written by the 4Agency team: Anna Yovanovitch Diane Salat Baroux Margot Dufour Leslie Pecheur