As the United States celebrates its 250th anniversary, the American fascination with French luxury goods shows no signs of waning. A new exhibition titled 'Hidden Treasures' delves into the 250-year cultural dialogue between France and the United States, highlighting the enduring allure of French craftsmanship and elegance.
A Historic Bond Through Luxury
At the pinnacle of American cultural influence, French inspiration has echoed across centuries, marked by both friendship and tension. The exhibition, held at The Shed in Manhattan, showcases a curated collection of items that embody the Franco-American bond. Among the standout pieces are the Givenchy coat worn by former first lady Jacqueline Kennedy, a Cartier lunar module replica from Apollo 11, and a medal commissioned by Benjamin Franklin in 1782.
The organizers, Comité Colbert, represent the top French luxury maisons—encompassing fashion, perfume, jewelry, hospitality, and spirits. They asked 65 luxury houses and cultural institutions to delve into their archives and unearth pieces that symbolize the transatlantic connection. The exhibit runs through the end of May, coinciding with a period when American consumers account for a significant share of demand for French luxury goods.
France's Cultural Dominance at America's Birth
'American people love French elegance—the 'je ne sais quoi' of French luxury,' said Bénédicte Épinay, president and CEO of Comité Colbert. 'It’s a deep link starting at the 18th century and still alive.' The United States, a relatively young nation, was once overshadowed by dominant cultures like France, as noted by James Burroughs, professor of commerce at the University of Virginia’s McIntire School of Commerce.
The bond is symbolized by the Statue of Liberty, a gift from France dedicated in 1886. Even earlier, Benjamin Franklin turned to French artists to commission the Libertas Americana medal in 1782, commemorating France’s support during the Revolutionary War. The exhibit presents items in shipping containers to evoke the transatlantic voyage between the two countries.
Marketing French Luxury to American Audiences
French luxury brands have long tailored their marketing to American tastes. For instance, a 1964 advertisement from Champagne giant Veuve Clicquot paired its Champagne with hamburgers to appeal to American consumers and break away from the image of Champagne as a special-occasion drink. 'Luxury is always about status and signaling,' Burroughs said.
Fashion Takes Center Stage
Fashion has been a major draw in the exhibit. Givenchy contributed Jacqueline Kennedy’s pink brushed-cashmere wool coat from her 1961 visit to France. Madonna’s revealing pinstriped Jean Paul Gaultier dress from her 1992 runway show to benefit AIDS research is also on display. French luxury houses are increasingly staging runway shows in the United States, with Dior, Louis Vuitton, and Chanel all hosting events in recent months.
'European luxury goods companies are in the process of getting deeper into the USA,' said Luca Solca, luxury goods senior analyst at Bernstein. 'In the past, only the two coasts and Las Vegas had luxury stores. American consumers are step by step warming up to European luxury.' Hermès opened a new location in Nashville last year, and Boucheron, a French jewelry brand, now has three U.S. stores since opening on Madison Avenue in 2024, with plans for a fourth by year-end.
Navigating Economic Challenges
Despite increased growth from pandemic-era spending, the luxury sector now faces tariffs from the Trump administration and economic uncertainty. However, Épinay remains optimistic: 'Politics and economics, it’s up and down. We’re here to celebrate this strong cultural link between us.'
