LUXURY, THE ULTIMATE FRENCH SOFT POWER?

It's all in the wardrobe

Synopsis

On the global geopolitical stage, a Vuitton bag, a Dior dress, or a Hermès scarf may seem trivial compared to barrels of oil or arms contracts.

Yet French haute couture and luxury goods have built one of the most effective instruments of influence of the 20th century.

In 80 years, these prestigious houses have put France on the world stage by capitalizing on the power of image, elegance, and desire.