An Invitation

This book invites you to see French luxury brands not just as purveyors of expensive goods, but as complex organizations navigating the crossroads of art and commerce, tradition and innovation, exclusivity and democracy. Whether you are a luxury enthusiast, a business student, a cultural historian, or simply curious about these influential institutions, we hope to provide insights that deepen your understanding and perhaps challenge your assumptions.

As we embark on this journey through the ateliers and boardrooms, the boutiques and factories of French luxury, we discover that these brands' true luxury lies not just in rare materials or perfect craftsmanship, but in their ability to evolve while maintaining their essence, to inspire while staying grounded in craft, and to create not just products, but enduring cultural legacy.

Welcome to the world of French luxury—complex, contradictory, and continually reinventing itself for a new era.# Chapter 1: Louis Vuitton - From Trunk Maker to Global Empire

The story of Louis Vuitton begins not in the glittering showrooms of Paris, but in the rural hamlet of Anchay in eastern France, where in 1821 a child was born into poverty who would revolutionize the way the world travels. Louis Vuitton's journey from provincial craftsman to founder of the world's most valuable luxury brand is a testament to innovation, timing, and an unwavering commitment to quality that continues to define the house that bears his name.