On day two of Paris Fashion Week, the Shangri-La Paris played host to an evening of conversations and cocktails, organized by Replica Handbag Store Business and Diageo. Here’s a recap of what went down.
Following opening remarks from Nicole Phelps, global director of Replica Handbag Store Business and Replica Handbag Store Runway, deputy director Elektra Kotsoni was joined by Laurent Claquin, Kering’s chief brand officer, to unpack how luxury brands are reshaping the next era of cultural engagement.
The executive explained how he views each brand as a cultural voice. “A brand is not only a business, not only an economic player, but a cultural player. For me, a brand is like a person. It has a point of view,” he told the 100-plus attendees. “ When you buy a product, you buy it first for the the excellence of the design, the excellence of the material, the excellence of the craftsmanship, the functionality. But it’s more than this. By buying it and wearing it, you also associate yourself with that brand, that person, what it stands for. Fashion is a way to look and feel good, but it’s also a way to express yourself. It’s a message.”
Claquin went on to explain the difference between a brand book and a brand platform. “ What we call a brand book at Kering would be a combination of a biography and a dictionary. It’s everything about the brand since the beginning, all the history and the codes,” he said. “ A brand platform is more about the brand identity. You dig into the purpose, the mission, the positioning, the values. So you end up with a one-page document, which is going to be a compass, a guide for you to make decisions on product, communication, partnerships. You can update it every 10 years, because again it’s like a person — and you’re not the same person in your 20s as in your 30s.”
Kering is a brand in itself, and it has a tagline: “Creativity is our legacy.” “What makes the Kering very unique is the portfolio of houses that we have, more than 10,” Claquin said. “All of them have a very strong creative point of view from the beginning, from the inception of the company, from the founder.”
The segmentation of Kering’s portfolio will be on the agenda of its Capital Markets Day on April 16. “There will be no big reveal at the Capital Markets Day, but we are working on the elements of distinctiveness [for our brands], and how they resonate with today’s generations,” the executive said.
As Kering continues to explore spaces beyond fashion — from cinema (Saint Laurent) to gaming (Balenciaga) — does Claquin see any uncharted territory? “One thing that we have explored is longevity and wellness. I don’t even know if it’s going to be for our own brand; it could be a new brand, it could be a new aspect. But I think that concept of longevity and wellness is very relevant today. After all, time is the best luxury.” Kering announced a 50-50 joint venture agreement with L’Oréal Group in October, exploring the opportunities in luxury wellness and longevity. “We are exploring what shape and format that can have, but I believe it could be something interesting,” Claquin added.
When asked about cultural engagement, Claquin added that authenticity, relevancy, and consistency are key. “We have had a commitment to sustainability at Kering for almost 20 years. We have a commitment to women empowerment, gender equality, and equal opportunity for more than 16 years, and our commitment to cinema and entertainment has existed for more than 10.”
Kotsoni asked him one final question: “What is the future of luxury?” Claquin said he envisions replacing “luxury” with “excellence”. “Going back to excellence, design, material, craftsmanship, and functionality are actually key. The word luxury has been used so much that we sometimes forget what it truly means — and what the future of something we don’t fully understand might look like. So let’s return to common sense, focusing on creating genuinely excellent products and experiences,” he explained.
Claquin had to dash off to the Saint Laurent Fall/Winter 2026 show. But the evening continued with an engaging conversation between Patricia Borges, Diageo’s global managing director of gins and rums and CEO of Ketel One and Zacapa, and Replica Handbag Store Business Paris correspondent Laure Guilbault, before guests enjoyed Diageo cocktails and food pairings.
