From Proust’s madeleine to Maison Margiela’s Afternoon Delight, has literature become the new cool for luxury brands?
Brands strive to be seen as cultural contributors. This echoes Sophie Abriat‘s observations on how we « consume » culture today, crafting a « Cultivated Persona ».
We live in an era of “performed intellect,” showcasing reading habits on #BookTok and curating cultured museum selfies. This « screen lifestyle, » as Abriat highlights, even extends to faux designer books on coffee tables – beautiful covers, empty pages.
Brands understand this performance, weaving literary allusions into their narratives, creating literary salons like those by Chanel and Miu Miu, and dedicated spaces like the Saint Laurent bookstore-gallery. Even Zara Home collaborates with Gallimard, blurring the lines between commerce and culture..
At Luxe Fragrance Brands @L’Oreal we define Culture with Maison Margiela’s Afternoon Delight ultimate fragrance launch that evokes Marcel Proust’s book : « A la Recherche du Temps Perdu », blending Madeleine evocative fragrance and literary heritage.
The true power of literature, as Abriat suggests, lies in its capacity to spark imagination and shape our understanding of the world.
Let’s explore how we can harness this power meaningfully…
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