Paris Fashion Week is Not a Marketing Event: it's how Luxury Rebuilds Desirability

In this episode, Marc Abergel, luxury executive based in Paris, reframes Paris Fashion Week not as a marketing spectacle but as a battleground for cultural sovereignty. Through the lens of Dior’s billion-view paradox and Formula 1’s reinvention, he lays out a five-act Coronation Playbook for Maisons to reclaim authorship, pricing power, and direct audience control.

This is not marketing chatter. It’s a C-suite strategic briefing on how to build moats of aura, command a sovereignty premium, and turn Fashion Week into civilization’s cultural calendar. Executives across luxury, media, and finance will find a provocative roadmap for what it takes to win not the season, but to win culture itself.

• “The paradox lies in the immediate surrender of authorship. Maisons spend millions to stage sacred rituals, only to hand them over to algorithmic chaos.”
• “Formula 1’s revolution wasn’t just on the track, it was a masterful sovereignty play in culture itself.”
• “Access in luxury is not exclusion, it is elevation. The most loyal are ushered from the antechamber into the throne room.”
• “A handbag becomes more than leather and hardware. It becomes an artifact of a cultural coronation, a vessel of ritual and memory.”
• “The choice is stark: surrender sovereignty to the feed, or rebel by becoming authors of culture, not tenants of the algorithm.”