Francofile

A site for people who love France

About

My Photo
Blog powered by Typepad

Blogs

  • Voix de Michele
  • As My World Turns
  • La Coquette
  • Put Your Flare On
  • Amerloque
  • Chocolate and zucchini
  • Parisist
  • Made in Rive Gauche
  • Weblogg-ed
  • Inside the USA
  • cafe-mode
  • Loic Le Meur
  • Warsaw to Paris
  • French word-a-day
  • Why Travel to France?
  • Superfrenchie
  • Francaise de coeur
  • Tomate Farcie
  • Overseas Telegram
  • Paris set me free
  • Blog-a-part (in French)
  • Chez Mistral
  • Negrito

links

  • TennesseeBob Peckham's French links
  • French language and culture advocacy in the US
  • Miquelon.org: A France-bashing watchdog site
  • Agence France Presse (English)
  • Agence France Presse (French)
  • Understand France
  • french.about.com
  • France Daily
  • French Newspapers (in English)
  • French Newspapers
  • French magazine links
  • Arts & Letters Daily - ideas, criticism, debate
  • Paris Inconnu (Unknown Paris)
  • Elle France
  • freepress.net (media reform advocacy)

Paris, Capital of Luxury

Would you be inclined to purchase a Hermes silk and cashmere scarf for $921? A Chanel suit for $4,835? (I admit to being a bit of a skinflint when it comes to such uber-upscale indulgences.) My own thriftiness notwithstanding, Joan De Jean explains the French dominance in the luxury goods market from a historical perspective. After so many English-language books in the last few years heralding the supposed decline of France, this one bucks the trend by paying tribute to French style and ingenuity. It chronicles French innovation in the invention of chic, style and sophisitication as these concepts exist today. In The Essence of Style: How the French Invented High Fashion, Fine Food, Chic Cafes, Style, Sophistication, and Glamour, De Jean traces the origin of France as an international force in matters of style back to the court of Louis XIV, the Sun King. She argues that today's advertsing strategies were the brainchild of the French stylemakers in the service of the King and Court of Versailles in the 18th century. While the means have changed, the central marketing concept was the same. Stylists under Louis XIV used fashion dolls and engravings or "fashion plates" to promote not only luxe articles of clothing and accessories, but also the lifestyle they represented. France became the uncontested European leader in luxury goods as soon as they began to advertise. For example, by the 1670's, England imported 20 times more luxury goods than it exported to France.

De Jean writes about Louis XIV's love of high-heeled shoes, diamonds, mirrors, perfumes, champagne, and haute cuisine. The Sun King's ritualistic toilette, during which aristocrats were invited to attend the spectacle of his dressing, is well-known. But I was not aware that other stylish aristocrats at Versailles enjoyed showing themselves off during their toilette, and that these scenes were the precursor to today's fashion advertising. The accoutrements of this spectacle included the new casual clothing styles such as the déshabillé négligé as well as shoes, furnishings cosmetics, and perfumes. Engravings of these interior scenes at court provided a showcase for purveyers of these luxe products, who pitched them to those across Europe who aspired to the lifestyle of Versailles.  In other words, Madison Avenue and its European counterparts did not create modern advertising with its promotion of a lifestyle.  It was Louis XIV with his grand design to redefine France as the capital of glamour and luxury that first made use of this marketing strategy. 

August 22, 2005 in Books | Permalink | Comments (7) | TrackBack (0)

Archives

  • July 2006
  • May 2006
  • January 2006
  • December 2005
  • November 2005
  • October 2005
  • September 2005
  • August 2005
  • July 2005
  • June 2005

Categories

  • Art and architecture (1)
  • Books (1)
  • Culture Clash (7)
  • Current Affairs (8)
  • Education (1)
  • fashion (3)
  • Food and Drink (3)
  • Francophilia (6)
  • Francophobia (4)
  • Lifestyle (5)
  • Music (1)
  • On Language (2)
  • Personal Reflection (5)
See More

Recent Posts

  • Bound for France
  • Le "No make-up look"
  • The French are so-o-o-o rude!
  • French Universities
  • What's in a logo?
  • Resolutions
  • Chanson Francaise Revival in my Living Room
  • On not blogging much
  • US Coverage of French Riots
  • Unrest in Suburban France

Recent Comments

  • arocavach on The French are so-o-o-o rude!
  • adult free chat on "Frog-Blogging"
  • #gennic[ksnmjuhmki] on The French are so-o-o-o rude!
  • UK Belstaff Jackets on Superfrenchie to the Rescue
  • HaHCeaveSnarp on "Frog-Blogging"
  • online pharmacy us on Never Mind the Hot Tub Orgies: Here Comes Medieval Porn
  • Jayce on Le "No make-up look"
  • affelemumma on Chanson Francaise Revival in my Living Room
  • asseniUnsug on The French are so-o-o-o rude!
  • les casinos on French Universities
Subscribe to this blog's feed