PARIS (AP) — The reopening of Notre Dame Cathedral was a solemn celebration of cultural and spiritual rebirth. But to some, the restoration of the historic cathedral felt like a carefully staged branding event by LVMH and other luxury conglomerates.
Bernard Arnault, the humble billionaire behind luxury brand giant LVMH And a major donor to Notre Dame, a regular on the world’s richest list, was at the center of the celebration. He was surrounded by unmistakable symbols of his luxury empire’s influence, including his family, the French president, archbishops, clergy, and brands Louis Vuitton and Dior.
First Lady Brigitte Macron carried a striking Lady Dior handbag. Pharrell Williams, Louis Vuitton’s artistic director, performed wearing Louis Vuitton costumes. South African soprano Pretty Yende also participated in a performance of “Amazing Grace” wearing a Dior dress set with 110 carats of diamonds.
“Welcome to the inauguration of the LVMH Arena,” said television journalist Yan Barthes, commenting on this week’s cathedral ceremony.
LVMH received unprecedented attention in France 2024, particularly as a high-profile sponsor of the 2024 Paris Olympics.
While pointing to LVMH’s important contribution to the renaissance, others questioned the sense of such brand prominence occurring in such a hallowed space as a beloved Gothic monument.
“You can’t blame businessman Monsieur Arnault for his business. But people are now wondering whether it was the right venue to hold such an exhibition,” says fashion PR consultant Théo Fontaine. he said.
“This has been a great PR year for LVMH, that’s for sure,” Fontaine added. “The Olympics and Notre Dame Cathedral. The whole world is watching.”
Directly behind Arnault sat a representative from Kering, adding a new layer to the ongoing competition between France’s two largest luxury conglomerates.
Kering CEO Francois-Henri Pinault attended with his wife, actress Salma Hayek, who wore a tailored Gucci coat. Gucci is owned by Kering.
The event brought together dignitaries and cultural icons from around the world as the culmination of an €840 million restoration effort following a devastating fire in 2019.
The restoration of Notre Dame Cathedral has brought together France’s corporate giants. Mr. Arnault’s 200 million euro donation was the largest, followed by 100 million euros from Mr. Pinault and the Bettencourt-Mayer family of L’Oréal. More than 250 companies and 2,000 artisans contributed to the five-year restoration, which included rebuilding the spire, restoring the vaulted ceilings, and restoring the stained glass windows.
As the Hunchback of Notre Dame resounded throughout Paris, the cathedral’s restoration was a testament to collective effort, but for some it was a sign of how France’s seat of power and its prized luxury industry were It also symbolized how closely intertwined they were.
French President Emmanuel Macron and Brigitte Macron welcomed heads of state, including President-elect Donald Trump, Britain’s Prince William and Elon Musk, to a ceremony steeped in tradition and high fashion.
Mr. Arnault will be joined by Delphine Arnault, Chairman and CEO of Dior, Antoine Arnault, LVMH Image and Environment Director, Alexandre Arnault, Deputy CEO of Moët Hennessy, and Frédéric Arnault, CEO of LVMH Watches. attended with his family, including Jean Arnault, director of watch product development at Louis Vuitton. Antoine Arnault’s wife, model Natalia Vodianova, was also in attendance.
Antoine Arnault said in a statement: “I am proud of the outpouring of generosity from all over the world. The LVMH Group and my family have wanted to contribute to this from the beginning, and thanks to this we have It is now possible to restore this particular jewel.” Posted on LinkedIn.
“This extraordinary project highlighted the outstanding French know-how and talent of around 2,000 architects, workers and craftsmen from all walks of life,” he added.
However, public reaction was mixed.
“If the devil wears Prada, then the cathedral is like wearing Louis Vuitton or Dior,” quipped Papna Biliseishvili, 24, who watched the ceremony in Paris.
“This is the biggest PR the Catholic Church has seen in centuries,” said Kari Lefebvre, 27.
Marie-Claire Dubois, 45, a Catholic worshiper living in Paris, expressed her opposition. “This is a sacred place. It’s great that these companies have contributed, but the brand should have remained outside,” she said, adding, “Notre Dame is not a showcase for luxury goods, it’s a sacred place. It deserves respect as a home.”
Although the grandeur of the reopening sparked controversy, Arnault’s donation and LVMH’s contribution to the cathedral’s restoration, which included 36 300-year-old oak trees in its spire, were widely praised.
LVMH’s influence at the 2024 Paris Olympics further cemented its stellar year. The company created a custom display case to display the 5,000 medals and Olympic torch, showcasing its artistry and precision. LVMH’s other brand, Berluti, designed the costumes for the opening ceremony, and the Olympic-themed Vogue World fashion show supported by the group attracted international attention during Paris Couture Week. .
The tension between Arnault and Pinault, the driving forces behind LVMH and Kering respectively, was on full display with both brands’ prominent appearances at the cathedral. The conflict goes back decades, dating back to a fierce bidding war for Gucci in the late 1990s that was ultimately won by Pinault’s Kering. Since then, their competition has expanded beyond fashion into the realms of art, philanthropy, and global influence.
At Notre Dame, French luxury was also supported by the French Catholic Church and was reflected in the stitching of the liturgical vestments. French fashion designer Jean-Charles de Castelbajac was commissioned by the church to design 2,000 garments for the cathedral.. The unconventional design was fun, modern, and perhaps surprisingly minimalist. They ensured that even the clergy’s robes reflected high fashion artistry, further highlighting the intersection of faith and fashion at this event.
