Examining what it’s like to live, work and play in France, our experts guide you through the nuances that define its culture.

At The Benemart, Benefit Cosmetics’ virtual shopping experience, people can shop, game, and socialise simultaneously. Brands continue to offer initiatives that blend the physical and digital world to engage shoppers, while also incorporating gaming elements to appeal to younger generations.

Benefit Cosmetics launches virtual shopping experience

France's Green Belt combats farmer retirements by removing barriers to the sector for young people, providing them with affordable plots, training, and market access. The project aims to prevent a food system collapse and foster new entrants while boosting local food networks.

Green Belt project empowers young aspiring farmers 

Some disillusioned workers in France are travelling out of the city to work the soil – but only for a few days a week. Seeking both meaning in life and financial stability, these workers are contributing to the popularity of multi-hyphenate careers spanning both urban and rural environments.

French seek meaning and money through part-time farming

The case surrounding Gisèle Pelicot, a woman drugged and abused by numerous men with her husband's complicity, has drawn widespread attention and condemnation in France. The media coverage and public conversation are challenging cultural norms and perceptions around sexual assault and consent.

Mass trial spotlights French attitudes to sexual abuse

Sport and fashion are becoming more and more interwoven as sports stars front campaigns for high fashion brands and clothing labels make their mark between the lines. Now, the media is catching up as Carine Roitfield unveils a publication dedicated to the intersection of these two worlds.

Carine Roitfield courts fashion-conscious sports fans

Discothèque’s perfumes aim to capture the smells of infamous nightclubs from around the world, speaking to Gen Zers' nostalgia for more unfiltered days in a globalised context and ensuring an array of nightly touchpoints are captured.

Discothèque's perfumes smell like infamous nightclubs

Spotify has expanded its audiobook service to four new non-English-speaking markets: France, Netherlands, Belgium, and Luxembourg. Offering a library of works in French and Dutch, the platform is appealing to a global audience, especially as the audiobook market continues to grow. 

Spotify expands non-English audiobook range in Europe

The art historical canon is being shaken up at Art Basel Paris 2024 with a section devoted to showcasing non-traditional artists and works. People continue to demand diverse and inclusive representation across sectors, but brands may risk a backlash if it's not done right.

Art Basel Paris spotlights inclusivity in new exhibition

Alaïa has launched the exclusive 'La Table' dinner series in collaboration with We Are Ona. The initiative feeds into a growing trend of luxury brands creating immersive culinary experiences, catering to the desire for exclusive, insider-only events in fashion and arts.

Alaïa’s 'La Table' merges fashion and fine dining

France is trialling a complete phone ban in 180 middle schools, potentially extending the scheme nationwide in 2025, aiming to foster a healthier learning enviornment. As screen time becomes a widespread concern, parents are seeking ways to keep their kids off smartphones as much as possible.

France bans devices from schools to limit screen time

Art Basel Paris, opening on October 16th at the Grand Palais, is launching its first-ever branded fragrance, Œillet Pourpre, in collaboration with Parisian perfume house Guerlain. Luxury and cultural experiences are becoming more entangled as brands look to reach a wider audience.

Guerlain x Art Basel Paris combines arts and fragrance

LVMH has inked a ten-year partnership with Formula 1, helping to expand its influence in the sports sector. This collaboration arrives at a time when brands are leveraging the power of fandoms to foster new forms of collective identity while rewriting luxury codes for aspirational buyers.

 LVMH extends reach into sports with F1 collaboration

Focusing on pleasure over performance, the Slow Cycling Club is the collaboration brainchild between two leading French sports brands. With a focus on slowness and satisfaction, the shift highlights a growing desire for a softer approach to endurance sports.

Slow Cycling Club apparel champions mindful cycling

Photographer Guillaume Blot’s exploration of authentic French bistros highlights a growing yearning for comfort, stability, and slower-paced lifestyles. The resurgence of Caffs and McDonald’s nostalgic ads shows how brands can tap into people’s desire to escape modernity by connecting them to past eras.

Photographic series "Rades" taps into French nostalgia

The luxury market has taken a hit post-pandemic because of slower tourism and the rising cost of living. In France, this means that Parisian stores are recalibrating their strategies to increase accessibility, showing how a shifting landscape can open new and exciting opportunities.




Parisian stores aim to make luxury accessible again

Perrier-Jouët has planted a biodiverse installation in its Champagne vineyard to elevate flora and fauna. Amid eco-claim fatigue, the project underscores the importance of scientific observation in regenerative agriculture and highlights how design can facilitate meaningful ecological conversations.

Perrier-Jouët enhances local biodiversity with art

French fans of football club Olympique de Marseille lambasted Pernod Ricard for striking a global deal with rivals Paris Saint-Germain. The move highlights how, within an intensifying local-first landscape, brands are challenged to act with awareness of local sensitivities.  

Pernod Ricard’s PSG partnership draws ire from local fans

Equip and Decathlon have launched a rental system offering free sports equipment in lockers accessed via an app, encouraging spontaneous play and combatting loneliness, screen time, and inactivity. This initiative shows how to integrate fitness equipment into daily life, fostering socialising and play.

Equip fosters spontaneous play with rentable sports gear

Gen Alpha is facing greater barriers to play than Baby Boomers once did, threatening the development of creative and social skills, confidence, communication, and friendship-building. To address this, LEGO is looking to create safe play spaces by redefining the use of art galleries. 




LEGO transforms art gallery to inspire creative play

Renault has released the R17, a concept electric vehicle based on the 1971 Renault 17. With EV adoption facing challenges around the world, a number of auto manufacturers are blending nostalgia and sustainability by bringing retro-inspired designs to the electric vehicle market.

Renault concept EV blends nostalgia and sustainability

Longchamp is set to host a multi-city pop-up installation to celebrate the launch of its AW24 collection. Beyond a desire to establish a community and cater to new shoppers, this move highlights the importance of creating memorable shopping experiences rooted in hyperlocal identities.

Longchamp’s multi-city tour courts experiential shoppers

American athletes at the Paris Olympic Village were surprised to discover they could access free healthcare services during the 2024 Summer Games. The revelation sparked viral discourse about healthcare accessibility, presenting an opportunity for brands to address current gaps in the system.

Free healthcare at Olympics sparks viral discourse in US

Airbnb has partnered with By Rotation to offer free dress rentals with accommodation for wedding guests abroad. Amid soaring wedding costs, people are increasingly seeking out integrated, eco-friendly solutions that combine travel and fashion needs while reducing expenses.

Airbnb offers outfits to rent for destination weddings

Athletes with eye-catching manicures have been driving fan hype at the Olympics. As people crave connection with idols, a new mode of sports fandom is emerging that celebrates both performance and personality. The evolution makes room for partnerships that platform self-expression among athletes.

Olympic manicures speak to shifting sports culture

After becoming a mother, seven-time Olympic champion Allyson Felix has partnered with Pampers to create a nursery for the Paris 2024 Olympic Village. This historic initiative is designed to help athletes balance their sporting careers and parenting responsibilities during the Games.

Olympic nursery redefines motherhood in sports

Chinese collectible toy retailer Pop Mart has opened its fourth store in Paris at the Louvre. As the blind box frenzy hits European shores, character goods lovers are seeking out immersive retail experiences that bring the joys of kidulting to life and enrich their engagement with IP worlds.

Pop Mart’s Louvre store sets sights on European kidults

Anheuser-Busch InBev is leveraging Olympic sponsorship to support global ambitions for its new Corona Cero brew. With low- and no-alcohol drinks continuing to trend as people embrace sober culture, sponsorship opportunities around traditionally alcohol-centric sports events are shifting.

Corona Cero heroes alcohol-free beer at Olympics

A wave of Olympic athletes are appearing on TikTok with sponsored fashion hauls courtesy of brands like Nike, Ralph Lauren, and Skims. The videos are courting a new generation of social-first sports fans who have come to view sports fandom within broader entertainment terms.

Influencer Olympians unbox sponsored gear on TikTok

Grindr has disabled certain location features in the Olympic Village to protect LGBTQ+ athletes from potential harassment or outing. Brands are increasingly recognising their role in promoting safety and inclusivity, adapting their services to address the complex realities of their global user base.

Grindr tweaks tools to protect LGBTQ+ Olympic athletes 

HNWIs are looking for heightened levels of luxury throughout their purchasing journey. Offering them slower and more indulgent in-person experiences has become key to winning them over. Tapping into this and pivoting further upmarket, Jaguar has opened the first of its boutique stores.

Jaguar stores tap HNWIs' love of slow experiences

Ahead of the Olympics, Procter & Gamble has opened a beauty and grooming salon in Paris for athletes and their teams. As hair care becomes an integral step in people's everyday beauty routines, brands have the opportunity to create inclusive solutions for diverse hair needs and identities.

P&G caters to Olympic athletes with diverse beauty salon

Pampers has sought to bridge childcare gaps at the Paris Olympics by opening the first nursery for children of athletes. As people redefine work-life integration, brands can pioneer inclusive solutions that seamlessly blend career and personal ambitions with family commitments to establish trust.

Pampers bridges childcare gaps at Paris Olympics

Born in 1995, Jordan Bardella is a French politician who has sprung into the spotlight with his clean-cut image and social media savvy, earning him the support of young and rural voters who feel overlooked and undervalued. What does his appeal say about the political mood in the country?

How Jordan Bardella’s TikTok politics won over French youth

Citroën’s new campaign shows revolutionaries stealing ë-C3s from an aristocratic 18th-century party to drive home the message that 'Electric is no longer for the elite'. With the cost of living influencing eco priorities, Citroën is aiming to offer a new narrative around environmental purchases.

Citroën uses a revolutionary message to promote ë-C3s

In an attempt to beat ‘shrinkflation’ and restore consumer confidence in supermarket retailers, the French government has introduced compulsory ‘shrinkflation’ labels. As brand loyalty takes a hit amid rising prices and faltering trust, transparency is one way of restoring faith.

Shrinkflation labels encourage supermarket transparency

Samsung has released a docuseries spotlighting how three niche sporting communities found their way to the 2024 Olympics. Celebrating the subcultural beginnings of each sport, the series reflects the growing importance of community and inclusion among emerging sports fandoms.

Samsung taps niche sports fandoms ahead of Olympics

By providing transport to interviews and offices through its 'Car to Work' scheme, Renault has helped people find jobs, and won an award at Cannes Lions. 'Car to Work' won in the festival's Sustainable Development Goals category, designed to promote campaigns that benefit the environment and society.

Renault Caremakers helps new hires get to work in France

Hôtel de Crillon has partnered with The Skateroom to celebrate skateboarding's inclusion in the 2024 Olympics. The partnership highlights how giving space to lesser-known sports helps brands reach new audiences and support their surrounding fandoms with community initiatives. 

Hôtel de Crillon spotlights skateboarding in art exhibit

French food company Danone is leaning into offerings for ageing populations – an ever-increasing demographic. Demand for products and services that cater to older people will continue to grow, creating an opportunity for brands to meet a new set of needs, from healthcare to beauty and cosmetics.

Danone meets needs of ageing global population

Amid a broader shift to the right across Europe, the social media-savvy leader of France’s National Rally is finding favour among young voters. As new forms of political messaging emerge, young people are further entrenched in polarisation and increasingly drawn to anti-establishment voices.

Jordan Bardella lends a new face to the French far-right

Luxury fashion behemoth LVMH is the ‘premium partner’ of the Paris 2024 Summer Olympics, with Louis Vuitton leather goods, Moët & Chandon champagne, Hennessy cognac, and other luxurious touches embellishing the Games. But what’s new about this intersection of sport and luxury – and what does it mean?

How luxury will play a key role in the 2024 Olympics

A.P.C., renowned for its quintessential laid-back French style, has gained significant traction for its carefully curated collections at a time when trend cycles are fleeting. By staying true to its roots and expanding into new sectors, the brand is reinforcing its commitment to its core consumer base.

Why A.P.C.’s relaxed style is irresistible for fashionistas

Acknowledging the higher rates of road accidents caused by men than women, a French road safety campaign is encouraging the former to 'drive like a woman'. But as modern masculinity is experiencing an evolution, reverting to gender stereotypes may be less effective than showcasing role models.

French men are urged to 'drive like a woman' to be safer

Nike has released a film platforming the resilience and achievements of refugee Olympic athletes. Recognising growing demand for nuanced representation of diverse experiences, the film is a celebration of diversity and relentless ambition, as opposed to a tried and tested focus on trauma and pain.

Nike film champions refugee Olympic athletes

The International Paralympic Committee has released an ad to challenge condescending perceptions about the upcoming Paralympics. The campaign highlights the importance of recognising Paralympic athletes as skilled and dedicated competitors rather than simply celebrating their participation.

Paris Paralympics ad debunks condescending tropes

The BMW XM Mystique Allure is the automobile manufacturer’s first-ever couture vehicle inspired by the supermodel Naomi Campbell. With automotive luxury already a key symbol of status and luxury, this partnership speaks to the value of blending emotional appeal with functional utility.

BMW debuts couture-inspired car for luxury drivers

D'Ussé Cognac represents the fusion of contemporary pop culture with a centuries-old spirit, but crafting a cognac that appeals to modern tastes is no simple task. So what can brands learn about guaranteeing the enduring legacy of distinguished spirits for future generations?

Why D'Ussé Cognac blends pop culture with tradition

In anticipation of the Olympics, Parisian hospitality businesses are making concerted efforts to overcome the negative perception of being unwelcoming. Given the significant impact of enjoyable dining experiences on tourism, maintaining courtesy in upholding a nation's reputation could prove vital.

Hospitality reforms to change Paris' negative reputation

Masc – short for ‘masculine’ – fashion is on the rise in France, with luxury designers and vintage resale platforms tapping into genderless designs and tailoring while ripping up fashion’s old rulebook. How can brands design items and lines across gender divides to be worn by all genders?

How are French women repurposing masc fashion?

French designer Lehanneur transformed the Musée D’Orsay’s clock room into an Airbnb, offering a one-night stay to watch the Paris Olympics opening ceremony. HNWIs are seeking increasingly exclusive experiences, leaving brands with an opportunity to offer truly unforgettable travel options.

French designer elevates luxury accommodation for HNWIs

How are abortion and birth rates impacting views on bodily autonomy? Has the 2024 Olympics become a conduit for politicised debate? And why are young people willing to take financial risks? The 2024 Cultural Snapshot of France explores key behavioural shifts and what they mean for businesses.

A Cultural Snapshot of France: 2024-2025

With violence against women showing no signs of abating, public safety concerns persist. The Sorority, a French initiative that now reaches a global audience, aims to combat sexual harassment through bystander intervention, offering a tool to cultivate community while mobilising collective action.

Why The Sorority builds a women’s global support network

In a competitive food and dining scene, the historic French restaurant La Tour d’Argent ensures its appeal and longevity by drawing customers from across the world. It has demonstrated an ability to evolve with immersive dining experiences that meet the needs and budgets of foodies.

How La Tour d’Argent creates immersive dining experiences

The combination of high living costs and busy working lives has made holidaymaking increasingly difficult for low-income French families. With a view to improve people’s wellbeing, Parents Vacances connects single-parent families with holiday homeowners to make getaways more attainable.

How Parents Vacances supports families with getaways

Dover Street Market is opening its first store in Paris in Q2 2024, ahead of the brand’s 20th anniversary. The new retail space will extend beyond fashion, offering a centre for art, communication, and community at a time when consumers want to be engaged in meaningful ways.

Dover Street Paris promises immersive retail experiences

Normandie Tourisme's le tarif bas-carbone promotes greener tourism at a hyper-local level by offering discounts at cultural heritage sites for people who travel to destinations by train, bus, or bike. It aims to cut tourism emissions and raise awareness about climate change and eco-friendly choices.

Normandy reduces entry fees for eco-friendly travellers

Michelin has introduced a new ranking system for luxury hotels to combat broad standardisation in the industry. The Michelin Keys reflect a renewed emphasis on uniqueness and local culture in luxury, offering smaller hotels an opportunity to stand out in a crowded market.

Michelin Keys revolutionise luxury hotels ranking

Despite a number of incentives and charges, studies show that French households are producing more trash. The failure of current measures shows the critical need for companies to spearhead sustainability initiatives that focus on reducing waste in the pre-production stage.

French household rubbish rises despite incentives

Replicating US progress, France is considering a bill to address hair-based discrimination as desires for self-expression and celebrating cultural identity can conflict with institutional rules. With conversations around hair and hair loss evolving, brands are beginning to demonstrate their support.

France considers a bill against hair discrimination

Internet search engine Karma prioritises animal and biodiversity protection by donating ad revenue to charities, aiming to support conservation efforts. People who use Karma appreciate its alignment with their values and empowerment in sustainable activism through online activity.

Karma allows people to boost biodiversity with searches

The French star has become the subject of a vitriolic, racism-fuelled backlash sparked by her rumoured performance at the Paris Olympics opening ceremony. As populations become increasingly polarised, brands have the opportunity to remain vocal and ensure that all identities are represented.

Aya Nakamura faces backlash over French heritage 

The 2024 Paralympic Games in Paris are set to reach unprecedented global viewership and brand involvement, reflecting broader cultural shifts towards greater equity and inclusion. As the Paralympics gains momentum, brands have the opportunity to demonstrate commitment to these values.

Paralympics achieve unprecedented brand support

Lawmakers in France voted to back a series of measures that dissuade consumers from purchasing fast fashion items. The move is part of a larger shift that’s seen governments, brands, and consumers alike turn towards more sustainable alternatives, specifically in the fashion space.

French lawmakers vote to penalise fast fashion

At Paris Fashion Week, Coperni updated its Swipe bag design with a science-backed twist: Aerogel, which is 99% air. By utilising this futuristic material and leading with science fiction-inspired design, the brand has created another viral moment, positioning itself as an industry innovator.

Coperni’s experimental bag elevates luxury codes

IKEA's first artist-in-residence, Annie Leibovitz, has captured the diverse meaning of 'home' in a 25-image exhibition series, Life at Home. The exhibition ran throughout Paris Fashion Week, showcasing alternatives to the white-picket-fence nuclear family on the global stage. 

IKEA's photo series showcases new perspectives of 'home'

France has banned the terms 'steak' and 'escalope' from the labels of vegetarian products, reserving the terms for meat alone. While plant-based meat has found its way onto plates and palates, cultural issues surrounding alternatives to meat consumption continue to hamper adoption.

France bans vegetarian 'faux-meat' labels

Veja's Paris store focuses on sustainable fashion, offering repairs and products to increase longevity. It embodies ethical consumption trends, reflecting values important to today's consumers, who prioritise environmental and social impacts and durability in their purchasing decisions.

Veja brings sneaker repairs to the shop floor

A village south of Paris has banned the use of mobile phones in public areas, citing a need to raise more awareness about the adverse effects of screens on our lives. In this context, brands have an opportunity to help educate but also provide light-hearted commentary to ease anxieties.

French village bans use of mobile phones in public

Paris 2024 and Chaumet have unveiled medals for the Olympic and Paralympic games, featuring metal taken from the Eiffel Tower replaced during refurbishments. Luxury brands are increasingly entering the sports arena, with both sectors finding opportunities to reach new audiences.

Chaumet brings Paris 2024 Olympics into the luxury world

As permacrisis takes hold across Europe and beyond, the French are supporting each other through digital crowdfunding, with millions joining giving platforms. As solidarity prize pots grow, how can go-to provider Leetchi and other brands tap into community-driven donating?

How Leetchi builds digital solidarity with French givers

As more and more people seek products that align with their values, France has introduced various schemes to promote sustainability within fashion. Will these initiatives pave the way for a re-evaluation of shopping habits? How might they change French consumers’ relationships with fashion?

The future of sustainable fashion in France

Disneyland Paris has reopened a hotel after a two-year transformation with a focus on providing guests with an immersive Disney experience. As people look to TV and film for travel inspiration, there is an opportunity for brands to offer fans real-life experiences of their favourite storylines.

Disneyland Hotel offers fans an immersive royal stay

Alma aligns with French money values by offering BNPL services that resonate with the country’s approach to personal finance. By allowing customers to spread payments over time without incurring interest, Alma is tapping into the mindful budgeting and responsible financial management shift.

How Alma appeals to French money values with BNPL services

NGO Sidaction has launched a campaign attempting to combat the spread of misinformation online surrounding HIV/AIDS with the use of fake clickbait ads. As people seek transparency in a post-truth era, this campaign makes the facts accessible and digestible in a lighthearted yet impactful way.

NGO Sidaction combats HIV/AIDS misinformation with fake clickbait

Pharmacies have been one of France’s best-kept secrets for centuries, but now a spike in public awareness has turned the country into a sought-after tourist destination, ignited by social media and the viral hashtag #frenchpharmacies. What’s driving this interest in the country’s skincare industry?

What’s driving global fascination with French pharmacies?

Carrefour has pulled PepsiCo’s products off the shelves due to the latter’s price hikes, sparking a dispute between the two firms. Ahead of EU elections, businesses and politicians are put in the hot seat as people demand concrete solutions – not bread and circuses – to address cost of living woes.

Carrefour and PepsiCo clash over shrinkflation in France

Conventional markers of womanhood are shifting as people recalibrate life milestones. Amid the pressures of the cost of living crisis and weak health and childcare systems, French authorities are rethinking parental leave to combat low birthrates.

French parental leave reform signals motherhood shift

Pigalle – a Parisian streetwear brand, is redesigning France's Olympic uniforms for the 2024 Games. Pigalle's partnership with the French National Olympic Committee marks a luxury touch in the Olympics, and with LVMH also partnering, this trend reflects a shift from exclusivity to mainstream sports.

Luxury brands strengthen Olympic links in 2024

Lyon-based startup Ziwig has launched Endotest, an AI-driven saliva test for speedy endometriosis diagnosis. Patients can self-administer the test, providing results within days, avoiding the usually long diagnosis time. Low trust in institutions is causing people to seek autonomy in wellbeing.

Ziwig offers speedy endometriosis diagnosis with AI

As bullying within French schools becomes a top priority to address, a mandatory uniform test in select locations is being rolled out in hopes of alleviating inequalities. However, this move is being met with scepticism as only a band-aid solution for combatting much larger issues within schools.

School uniforms tested in France to tackle inequality

Adidas is sponsoring smaller, less established sports such as BMX, skateboarding, breaking, and climbing as part of its Paris Olympics strategy. By boosting the visibility of niche sports, the brand hopes to reach new, younger audiences while platforming under-represented athletes.

Adidas supports lesser known sports ahead of Paris Olympics

The French city of Roubaix has seen significant results in its year-long initiative to reduce household waste by inspiring behaviour change. The campaign highlights the power of public education and awareness-building around sustainability to steer communities towards progress.

French city makes waste reduction approachable in public campaign

Parisians are turning to TikTok to warn tourists not to come to Paris for the 2024 Olympics. Growing awareness of 'sportswashing' and disillusionment with hosting global events saw the Qatar World Cup met with international boycotts and protests, showing the heightened awareness around such events.

Parisians warn tourists against visiting for Olympics

Eco scores for products are increasingly common in the food industry, but French toy manufacturer King Jouet is bringing them into the playroom. This transparent approach appeals to French shoppers who are hyper-aware of greenwashing and looking for guidance on purchases that appeal to their values.

King Jouet adds transparent eco score to its toys

Berluti has been announced as the designer for Team France ahead of the 2024 Paris Olympic Games. With Dior, LV, and Chaumet also set to be involved, the collaborations demonstrate the continued mingling of the worlds of fashion and sports, with this particular collab prioritising luxury fashion.

Berluti x Team France bring luxury to the Olympics

An image of Diptyque candles, candle holders and glassware on a table

It isn’t easy to capture both the mass and niche market within the fragrance sector, but Diptyque has done so while upholding its luxury brand codes. A conceptual scent offering and innovation – combined with heritage – have made the brand a go-to choice for cross-generational scent enthusiasts.

How Diptyque caters to niche scent enthusiasts 

Israel's response in Gaza to Hamas' attack on its citizens in October is causing a rise in physical and verbal violence towards people based on their cultural and religious affiliations. In response to a rise in anti-semitism, people are taking to the streets to protest.

French activists challenge the surge of anti-semitism

The Marseille-based ‘anti-concept’ store Jogging adopts a community-centric approach by focusing on localisation and themes of fashion, food, and art to offer consumers an elevated retail experience. What does this fresh and audacious strategy say about the future of localised retail?

Why anti-concept store Jogging focuses on local retail

The Louvre is modernising its Ancient Egypt exhibition with augmented reality technology from Snap. The art institution is using AR to bring exhibits back to their former glory – capturing the attention and imagination of museum visitors and boosting their knowledge and engagement.

The Louvre adopts Snap tech for immersive AR exhibits

Activewear brand Distance challenged shoplifters to try and steal shoes from its Paris store – but the catch was they had to outrun Olympic athlete Méba-Mickaël Zeze to get away with the goods. This marketing ploy taps into the anti-capitalism zeitgeist that sees TikTok shoplifting content thrive.

Distance encourages Parisians to steal from its store

Enzo Lefort has become the most recent French athlete named a House Ambassador for Louis Vuitton. As pop culture – and, more specifically, sports – collides with fashion, there is an opportunity for brands to reach new audiences and infuse communities with new forms of collective identity.

Louis Vuitton reaches new communities with sports stars

The yearly event became the catalyst for a conversation around ageing as some celebrities ditched hair dye and make up and chose to define what looks good away from societal expectations. As attitudes towards ageing continues to evolve, women are looking to take a less invasive approach to beauty.

Paris Fashion Week spurs discourse about healthy ageing

A musical movement is rising in France, defined by rebellious genres that defy mainstream conventions. Driven by Soundcloud, the New Wave's anarchic sound and digital aesthetic signal a generational shift. What does it reveal about young people’s approach to community, creativity, and tradition?

 Why French New Wave music is a hit among Gen Zers

Throwaway culture has seen people binning their old or broken home appliances rather than repairing them, but Murfy aims to change that. Via accessible and speedy repairs, the French firm is appealing to eco-mindsets and thrifty mentalities – offering a way to be sustainable and savvy.

Murfy offers hassle-free repairs to home appliances

For the first time in its 104-year history, Balenciaga has featured plus-size models in its runway show. While arguably too little, too late, the timing runs contrary to the recent nostalgic obsession with 90s aesthetics, which has brought a slide back towards size-zero models.

Balenciaga bucks size-zero heritage with plus-size debut

French supermarket chain Carrefour has slapped price warnings on 26 products across its stores to shame suppliers and make consumers more aware of shrinkflation. The move is set to resonate with its customers, who are cutting their shopping costs due to the cost of living crisis.

Carrefour warns consumers of shrinkflation via labels

Belmond Orient Express has showcased its allyship with an exclusive travel experience that celebrates and supports the LGBTQ+ community. With identity purchasing at an all-time high, brands are launching authentic community-led initiatives to resonate with audiences across sectors.

Belmond signals allyship with exclusive rail experience

Lancôme x Louvre's collection leans into artistic heritage to celebrate the ever-evolving representations of beauty. As people increasingly perceive beauty beyond aesthetics, brands have the opportunity to frame products in ways that mirror evolving narratives of self-expression and inclusivity.

Lancôme x Louvre collection uses art to redefine beauty

French EV owners are experiencing dissatisfaction as they reassess the value of their purchase amid the cost of living crisis and rising electricity prices. As a result, people are looking to make more informed choices to achieve longer-term value when making significant purchase decisions.

French EV owners are regretting making the switch

US TikTokers are praising French cosmetics sold in pharmacies, including the more utilitarian ones designed for particular skin ailments. However, experts and knowledge-based influencers are warning younger consumers to take skincare advice found on the platform with a grain of salt.

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