Luxury in Renaissance: a story, an authentic CSR and technological hybridization.

Each year, Jeanne Bordeau, linguist, author and founder of Madame Language, reveals her observatory of luxury words.What major lexical trends emerge for this 2021 edition?

Origins and anchoring.

This year, the big brands of luxury "reinterpret", "revisit", "rediscover", "reinvent" and make "reborn" their heritage.It is a return to the origins, a need for anchoring brands in a story.But also a rebirth.

Thus, the Swiss watch brand Breitling "reinterprets" its old models: it celebrates the return of the "mechanical chronograph almost 40 years later" and offers "retro-modern reinterpretations of Top Time and first" models ".The "neovintage" watches are on the rise, from Tag Heuer to Vacheron Constantin, the high watchmaking updates its old models.Caron house, "revisits its fragrances".Arthus Bertrand invites us to "rediscover a rare house".And Baccarat "reinvents hacourt glass".Gucci in his new online concept store does not hide it and says "draw by starting from the past" some of his "vintage" pieces.These nostalgic returns took the name of "Olding".

Even more recent brands reinterpret and reinvent.The South African creator, Thebe Magu "reinterpreted" the dresses that his mother Iris wore when he was a child, "Genealogy" is the name of his spring-summer 2022 collection.This homecoming is exacerbated by highlighting "local fact" or "made in France".Rabih Kayrouz claims that his "pieces are fully produced in Europe, mainly in France".Chez Cheval Blanc, it is "an unparalleled art of living, French, Parisian" which is celebrated.

In addition, a breakup takes place.Yes, we must always have a story or an origin even if it means magnifying it, but the marks of the neo-luxe no longer feel obliged to use the referent words of classical luxury, as "excellence", "perfection", "spectacular", "legendary", "prestigious", "exceptional", "exclusive", "unique", "timeless", "iconic".They seceded.These words have been replaced by a lexicon that characterizes a new era, that of CSR which uses an anthology of new words such as "vestibility".

The CSR era.

In the neo-luxe, a lexical passage compulsory by all the dimensions of CSR is essential.And it is no coincidence that cosmetics signed the "Plastic Act" in July 2021.But, if among creators, seduction and beauty are always there, expressions like "sisterhood", "inclusion", "unisex", "genderless" must tell the time, even its precariousness.Thus, Mossi Traoré launched the Alix workshops in Villiers-sur-Marne then a haute couture training school in Paris to create social ties.He dreams that mothers in the neighborhood create haute couture collections.The Mossi woman is a "committed" woman.Luxury too.

Pushed by the desire for action of generation Z, luxury weaves its CSR engagement in a language of evidence.First consumer requirement: the origin of the materials used.

Brands are now committed to proving the origin of their materials.Thebe Magugu uses "recycled satin".The vetiver of Caron's perfumes comes from a "responsible sector in Haiti".Maison Arthus-Bertrand "carefully controls the origin of the gold used" and guarantees that it "does not come from any conflict zone".The Swiss watch brand Disruptive Code 41 offers "total transparency on the origin and cost of materials and components" of its timepieces.

Also multiplies, with its share of words, the deployment of "sustainable" and aesthetic packaging.Caron creates "rechargeable bottles" for its perfumes.Estée Lauder signs a partnership for "eco-responsible bottles based on wooden paste".Maison Ruinart opts for "packaging of its 100% recyclable wooden fiber bottles from European forests managed in an eco-responsible manner".And Hermès made it one of the founding criteria of its "red Hermès" beauty line.The lipsticks favor natural ingredients and their lacquered metal writing are "rechargeable".

In the range of evidence also appears the "tag", "reuse", "second life", and "second hand".Rabih Kayrouz does not destroy his stocks, he actively engages in "reuse both materials and finished products".He advocates the "unbike" when creating a collection ".Since its creation, Marine Serre has used recycled materials and has advocated "upcycling".His "fuck fast fashion" is "tagged" in the spirits.

LVMH creates Nona Source, the first surplus material resale platform for its fashion houses and leather goods.Emily Bode struggles "against the death of fabrics".She offers a "second life" to fabrics and creates her clothes from tablecloths, curtains or other recovered fabrics.It is also trendy to no longer own but rather to rent.With "Breitling Select", the watch brand offers "rental" of watches.Sobriety requires, the eco-responsible jewelry Courbet creates "on demand".

Digital and technological hybridization.

Filming the crafts of excellence, the prerogative of luxury is to enter the intimacy of a workshop.Thanks to videos, we admire for our greatest pleasure the gestures of "imaginary blowers" of Baccarat. Jon Lipfeld parle dans le livre Luxe & Résilience, dirigé par Eric Briones, d’hybridation technologique.Conjugation of sound, text and image, the parades of haute couture houses chant the seasons in a planetary way.These visually "explosive" parades give the "the".Dior was in Athens.Chanel and its cruise collection in Dubai.

As for the sentences, they are short and embody the movement.At Baccarat, you can read: "Stealing the Show" or "Designed for Glory".Always more or less deprived of physical contacts and meetings, the brands bring us, they say, in enchanted digital worlds, and it is on Tik Tok, Snapchat and Instagram that the show is played.The omnicality has definitely settled.And wander words like "technological hybridization", "augmented reality" and "fashion tech".

In addition, as many brand leaders recognize it, the health crisis has accelerated the dissemination of "digital luxury" which has many new assets.Rabih Kayrouz says: "Finally, I find that we perceive the garment better through a photo or video than during a parade.When you look at the garment move through a screen, it's as if you have it at home.My goal is to transmit the emotion that I invest in my creation and I have the impression that with a certain staging and well -chosen music, we transmit a lot ".By his words, is Rabih Kayrouz not one of those who open luxury to metarers?

The major words of luxury 2021: reinterpreting, revisiting, rediscovering, reinventing, rebirth, heritage, retro-modern, neo-vintage, revisiting, olding, made in Europe, sisterhood, inclusion, mixed, unisex, genderless, recycled, rechargeable, eco-Responsible, recyclable, no mess, reuse, second life, second hand, reuse, upcycling, rental, on demand, technological hybridization, tik tok, augmented reality, fashion tech.