Dior’s Billion Views: A Warning for Luxury.

What if the most impressive fashion stat of the year: Dior Men’s Summer 2026 film hitting ONE BILLION views isn't a victory, but a strategic red flag?

In this provocative episode, Marc Abergel, luxury executive based in Paris, unpacks why mass visibility might be eroding the very thing that makes luxury… luxury. Through his concept of cultural sovereignty, Abergel argues that the race for virality dilutes the aura, mystique, and reverence that historically made luxury Maisons like Dior, Vuitton, Chanel, Rolex or Hermès, truly desirable.

Referencing Jonathan Anderson’s beautifully choreographed runway as a "ritual of intimacy", the episode explores the tension between authorship and algorithms, scale and meaning, speed and sequence. Abergel proposes a new paradigm for luxury storytelling: one that goes vertical, not viral: beginning with the most loyal clients in sacred, intimate spaces before broadcasting to the world.

From fashion to tech to art, this is a blueprint for reclaiming narrative control in a noisy, flattened digital world.

• “The billion views weren’t the objective. They were the echo of a cultural shift.”
• “Luxury at its best is about story revealed, not dumped. Whispered to the few before it echoes to the many.”
• “We’ve mistaken views for relevance, and scale for success.”
• “If you buy Dior at Dior, you should watch Dior at Dior.”
• “The future isn’t more reach. It’s deeper resonance.”
• "LVMH and its peers have the means to outsmart Big Tech's algorithm"

Read us at http://marcinparis.substack.com