PARIS (AP) — The reopening of Notre Dame was a solemn celebration of cultural and religious renewal. But for some, the historic cathedral’s revival additionally felt like a meticulously choreographed branding occasion by LVMH and different luxurious conglomerates.
Bernard Arnault, the lowkey billionaire behind luxurious powerhouse LVMH and a key Notre Dame donor who often tops the checklist of the world’s richest males, was on the heart of the celebration. He was surrounded by his household, the French president, the archbishop and clergy, and the unmistakable symbols of his luxurious empire’s affect, together with its manufacturers Louis Vuitton and Dior.
France’s first girl Brigitte Macron and her U.S. counterpart, Jill Biden, each had Woman Dior purses. Louis Vuitton inventive director Pharrell Williams carried out kitted out in Louis Vuitton. South African soprano Fairly Yende additionally contributed with a rendition of “Amazing Grace” whereas sporting a Dior robe adorned with 110 carats of diamonds.
Welcome to the “inauguration of the LVMH arena,” commented tv journalist Yann Barthès in regards to the cathedral ceremony.
LVMH has loved unprecedented visibility in France in 2024, particularly as a high-profile sponsor of the Paris 2024 Olympics.
Some questioned the style of such model prominence occurring in a sacred area just like the beloved Gothic monument, whereas noting LVMH’s essential contribution to the reconstruction.
“You can’t blame monsieur Arnault, a businessman, to do business. But people are now asking if it was an appropriate venue for a display like that,” mentioned trend PR advisor Theo Fontaine.
“It’s been a great PR year for LVMH — that’s for sure,” Fontaine added. “The Olympics and now Notre Dame. The whole world has been watching.”
Not far behind Arnault sat representatives of Kering, including one other layer to the continuing rivalry between France’s two largest luxurious conglomerates.
Kering CEO François-Henri Pinault attended alongside his spouse, actress Salma Hayek, who wore a tailor-made Gucci coat. Gucci is Kering-owned.
The occasion, marking the fruits of an 840 million euro ($882 million) restoration effort following a devastating 2019 fireplace, introduced collectively world dignitaries and cultural icons.
The restoration united France’s company giants. Arnault’s 200 million euro donation was the biggest, adopted by 100 million euro contributions from Pinault and the Bettencourt-Meyers household of L’Oréal. Over 250 corporations and a pair of,000 craftspeople contributed to the five-year restoration effort, which reconstructed the spire, repaired vaulted ceilings and restored stained-glass home windows.
Because the bells of Notre Dame rang out throughout Paris, the cathedral’s rebirth stood as a testomony to collective effort — but additionally for some as an emblem of how France’s seats of energy and its prized luxurious trade are inextricably intertwined.
French President Emmanuel Macron and Brigitte Macron welcomed heads of state, together with President-elect Donald Trump, Britain’s Prince William and Elon Musk, to a ceremony steeped in custom — and excessive trend.
Arnault attended together with his household, together with Dior chair and CEO Delphine Arnault, LVMH picture and atmosphere director Antoine Arnault, Moët Hennessy deputy CEO Alexandre Arnault, LVMH Watches CEO Frédéric Arnault, and Louis Vuitton product and growth director for watches Jean Arnault. Antoine Arnault’s spouse, mannequin Natalia Vodianova, was additionally in attendance.
“I am proud of the outpouring of generosity from all over the world, to which the LVMH Group and my family wanted to contribute from the very beginning, which has enabled the restoration of this jewel of our heritage,” Antoine Arnault mentioned in an announcement posted to LinkedIn.
“This extraordinary project highlighted the excellence of French know-how and the talent of nearly 2,000 architects, workers and craftsmen of all trades,” he added.
But, public response was blended
Papuna Biliseishvili, 24, who watched the ceremony in Paris, quipped, “If the devil wears Prada, the cathedral wears Louis Vuitton and Dior.”
Cari Lefebvre, 27, mentioned “this is the most PR the Catholic Church has seen in centuries.”
Marie-Claire Dubois, a 45-year-old Catholic worshiper from Paris, expressed her disapproval. “This is a sacred place. It is beautiful that these companies contributed, but the branding should have remained outside,” she mentioned “Notre Dame deserves respect as a house of God, not a showcase for luxury.”
Whereas the grandeur of the reopening sparked debate, Arnault’s donation and LVMH’s contributions to the cathedral restoration—together with 36 300-year-old oak timber for the spire—have been broadly praised.
LVMH’s affect on the Paris 2024 Olympics additional cemented its stellar yr. The corporate crafted customized show circumstances for five,000 medals and the Olympic torch, showcasing its artistry and precision. Berluti, one other LVMH model, designed costumes for the opening ceremony, whereas an Olympic-themed Vogue World trend present, supported by the group, drew worldwide consideration throughout Paris Couture Week.
Tensions between Arnault and Pinault, the driving forces behind LVMH and Kering respectively, have been on full show with their manufacturers’ outstanding appearances on the cathedral. This rivalry dates again a long time to a bitter bidding struggle over Gucci within the late Nineties, which Pinault’s Kering in the end gained. Since then, their competitors has prolonged past trend into the realms of artwork, philanthropy and world affect.
In Notre Dame, French luxurious was additionally championed by the French Catholic church — and was on show even within the sew of the liturgical vestments. French dressmaker Jean-Charles de Castelbajac was referred to as on by the church to design the cathedral’s 2,000 clothes. The unorthodox designs have been enjoyable, trendy — and maybe shockingly minimalist. They ensured that even the clergy’s robes mirrored high-fashion artistry, additional underscoring the intersection of religion and trend on the occasion.