Why Luxury Museums Are A Wholesome Marketing Strategy

As many know, France is home to many renowned fashion houses: Dior, Chanel, Yves Saint Laurent, Louis Vuitton, Hermes, etc. Paris has earned the title of “fashion capital of the world” and hosts Paris Fashion Week six times a year, bringing in roughly a million visitors to the city. Paris itself sees about 38 million tourists a year. So, naturally, Dior, Yves Saint Laurent, and Louis Vuitton have capitalized on Paris's role as both a fashion hub and tourist attraction; these fashion houses have established museums that tell the story of their brand and showcase special historical pieces.

While these museums capitalize on fashion lovers and tourists with expensive gift shops, cafes, and admission tickets, I felt very content with my overpriced coffee from Dior’s museum cafe and the museum gift shop gimmicks parched at Yves Saint Laurent and Louis Vuitton’s museums. While some may disagree and brush it off as a shallow marketing scheme, I found these museums to be surprisingly wholesome.

As I walked through the museums and observed pieces from each brand’s historical designers, I appreciated their work more than ever. Reading about their history and path from small designers to legendary fashion houses incites a special connection with the brand itself. These brands are more than luxury labels–they are the materialized version of one talented individual’s vision.

Specifically, I found myself attached to Dior–as a brand–following my museum visit because I admired Christian Dior’s ultimate goal with his designs: to make women confident and beautiful in the clothes they wear. As someone with a passion for fashion, I understand the confidence that can come from wearing an outfit that I love. To know that Christian Dior understood this power as well is wholesome.

Their current creative director is Maria Chiruzzi, who has been incredibly vocal about feminism with her designs. Knowing that Dior’s brand has maintained an appreciation and respect for women throughout the past 77 years makes them that much more respectable in my eyes. Without going to the museum and reading about Dior’s journey to becoming a well-known designer, I would have never had the admiration for the brand that I do now.

Overall, I am happy that Paris has given me the opportunity to dive deeper into the fashion industry. Understanding the history and artistry behind brands and designers is something that I will never forget and will never stop seeking. If you find yourself in Paris, these fashion house museums are at the top of my recommendations list!

Xoxo, layne

*all photos taken by Layne