PARIS, France. The reopening of Notre Dame Cathedral, a symbol of cultural and spiritual resilience, marked the culmination of a massive five-year restoration effort. However, what was meant to be a solemn celebration became an event steeped in the unmistakable influence of France’s luxury industry, led by LVMH.
Billionaire Bernard Arnault, the mastermind behind luxury giant LVMH, took center stage at the event, surrounded by his family, French President Emmanuel Macron, First Lady Brigitte Macron, and global dignitaries. The ceremony, which featured brands like Louis Vuitton and Dior, blurred the lines between reverence and luxury branding.
A Grand Restoration Effort
The event celebrated the €840 million restoration of the Gothic landmark, following the devastating 2019 fire. Over 250 companies and 2,000 craftspeople participated in restoring Notre Dame’s iconic spire, vaulted ceilings, and stained-glass windows. Arnault, whose €200 million donation was the largest single contribution, was joined by other donors, including François-Henri Pinault of Kering and the Bettencourt-Meyers family of L’Oréal.
“This extraordinary project highlighted the excellence of French know-how and the talent of nearly 2,000 architects, workers, and craftsmen,” said Antoine Arnault, LVMH’s image and environment director, in a statement on LinkedIn. “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.”
Luxury on Display
The ceremony featured high-profile performances and symbolic gestures. South African soprano Pretty Yende performed “Amazing Grace” in a Dior gown adorned with 110 carats of diamonds, while Louis Vuitton’s artistic director Pharrell Williams performed wearing Louis Vuitton. French First Lady Brigitte Macron and U.S. First Lady Jill Biden carried Lady Dior handbags, further underscoring the presence of luxury brands.
As French television journalist Yann Barthès observed, “Welcome to the inauguration of the LVMH arena.”
The Catholic Church itself embraced French artistry by commissioning fashion designer Jean-Charles de Castelbajac to create 2,000 liturgical vestments for clergy, blending traditional and minimalist high-fashion elements.
Public Reactions: Sacred or Showbiz?
The display of luxury at Notre Dame sparked debate. While many praised the restoration, others criticized the blending of branding with a sacred event.
“If the devil wears Prada, the cathedral wears Louis Vuitton and Dior,” quipped Papuna Biliseishvili, a 24-year-old spectator.
“This is the most PR the Catholic Church has seen in centuries,” said Cari Lefebvre, 27.
For devout worshippers like Marie-Claire Dubois, 45, the branding went too far. “This is a sacred place. It is beautiful that these companies contributed, but the branding should have remained outside. Notre Dame deserves respect as a house of God, not a showcase for luxury.”
A Stellar Year for LVMH
Notre Dame’s reopening caps a year of unprecedented visibility for LVMH, which was also a key sponsor of the Paris 2024 Olympics. The company designed custom display cases for 5,000 medals and the Olympic torch. Berluti, another LVMH brand, created costumes for the opening ceremony, while a Vogue World fashion show during Paris Couture Week drew global attention.
The event also reignited the rivalry between LVMH and Kering, with Kering CEO François-Henri Pinault and his wife, actress Salma Hayek, in attendance. Hayek wore a tailored Gucci coat, a subtle nod to Kering’s influence. This long-standing rivalry dates back to the 1990s bidding war over Gucci, which Kering ultimately won.
A Symbol of Faith and Power
As the bells of Notre Dame rang across Paris, the cathedral stood as a testament to restoration, unity, and, for some, the undeniable intertwining of faith, culture, and luxury. Whether celebrated as a victory of philanthropy or critiqued as a branding spectacle, Notre Dame’s reopening marked a historic moment for France.
Paraluman P. Funtanilla
Paraluman P. Funtanilla is Tutubi News Magazine's Marketing Specialist and is a Contributing Editor. She finished her degree in Communication Arts in De La Salle Lipa. She has worked as a Digital Marketer for start-up businesses and small business spaces for the past two years. She has earned certificates from Coursera on Brand Management: Aligning Business Brand and Behavior and Viral Marketing and How to Craft Contagious Content. She also worked with Asia Express Romania TV Show.
