PARIS — (AP) — The reopening of Notre Dame was a solemn celebration of cultural and spiritual renewal. Yet for some, the historic cathedral’s revival also felt like a meticulously choreographed branding event by LVMH and other luxury conglomerates.
Bernard Arnault, the lowkey billionaire behind luxury powerhouse LVMH and a key Notre Dame donor who regularly tops the list of the world’s richest men, was at the center of the celebration. He was surrounded by his family, the French president, the archbishop and clergy, and the unmistakable symbols of his luxury empire’s influence, including its brands Louis Vuitton and Dior.
France’s first lady Brigitte Macron and her U.S. counterpart, Jill Biden, both had Lady Dior handbags. Louis Vuitton artistic director Pharrell Williams performed kitted out in Louis Vuitton. South African soprano Pretty Yende also contributed with a rendition of “Amazing Grace” while wearing a Dior gown adorned with 110 carats of diamonds.
Welcome to the “inauguration of the LVMH arena,” commented television journalist …