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Why the Idea Is Back at the Centre of Luxury

15/02/2023
Production Company
Paris, France
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Publicis Luxe ECDs David Soussan and Marie-Eve Schoettl speak as part of LA/PACs partnership with LBB on changes in the luxury landscape, fighting the cringe of understanding other generations, and harnessing the Power of One

It’s now been three years since David Soussan and Marie-Eve Schoettl joined luxury specialist agency Publicis Luxe as executive creative directors.

Having previously worked at BETC, joining the global group was intimidating for them. But the results show just what it’s allowed them to achieve. They’ve had the chance to act as the lead agency on global clients and create worldwide campaigns with them that attract the most exciting talent. Their work for the likes of Lancôme and Audemars Piguet speaks for itself.

As part of LA/PACs 50th anniversary in business and its partnership with LBB to celebrate the milestone, LBB’s Alex Reeves spoke to David and Marie-Eve about the most impactful moments in fashion, staying in touch with younger generations, and how three years working as part of the international Publicis Groupe structure is powering their creativity.

LBB> What do you think are the most exciting changes happening right now in the fashion and luxury space?


David & Marie-Eve> More than ever, the power has been given to the creative directors at luxury houses. The impact that the late Virgil Abloh had on the industry made the world see that ideas and convictions could be real game changers when unleashed and given a wildcard. 

Every asset, media or event is a way to convey a vision, and it’s an excitingly demanding race for who will be the next to create the most impactful gesture. The Coperni spray-on dress, the tablecloth dress: fashion shows are becoming performances. Media such as forced perspectives are making for even greater shows: after the Balenciaga-Fortnite moment, the Yayoï Kusama x Louis Vuitton screens and windows set new standards for chic and entertaining. In a way, the idea is back at the centre of the luxury industry, which makes our job even more interesting and challenging.


LBB> In your time in the French creative industry, what do you feel have been the biggest changes? Is there anything specific to the French market about those, or are they more global shifts?


David & Marie-Eve> It’s so boomer to say, but obviously, digital and social media changed everything, and the change itself is changing. We have to follow all those gen z-ers, and now gen alpha, wherever they go. Speak how they speak, use the sounds they listen to, watch all the shows and scroll through all the reels to be aware of who’s the new kid in town. Brands do not tell people what to wear and what to buy, they give them what they feel they need. Chilling, but also exciting, because new ideas can come up everywhere.


LBB> You said last time we spoke that brands need to be more about "conveying sincerity" than selling. What brands do you think do that particularly well these days?


David & Marie-Eve> Sincerity is also a way of communicating without necessarily stepping into global zeitgeist. It’s the courage to express one’s brand personality without giving a damn about what the trends of the moment are. Simon Porte Jacquemus has this freedom to create unforgettable shows that are very personal and hence, need no context. Moments of fashion that just state, in a beautiful way, the pulse of the Jacquemus brand, and become the best medium. 

We’d love to have the chance to share some thoughts with him one day.


LBB> You joined Publicis Luxe in 2020. After three years, what have you come to realise about being part of the global Groupe and how it changes your perspective and working practices?


David & Marie-Eve> To be honest, entering a global group was a bit intimidating a priori. It was easy to fathom being overwhelmed by processes or having a hard time imposing our creative choices. It turned out to be the absolute opposite: we have the power of the global group at our disposal while working in a very comfy human-sized creative house at Publicis Luxe. And here, nothing is impossible. We are lucky enough to be the lead agency on global clients, and we create worldwide campaigns with them that attract the greatest talents. This is now our new scale of work that only our former ’France is in the Air’ campaign for Air France could match. 

And that’s very exhilarating. During covid, the size and resources of Publicis allowed us to achieve production miracles, to keep up with the changes happening for clients like Lancôme that needed to be adapted. And since then, we experienced working together with other agencies within the group on pitches (it's called the Power of One and it actually works).

And lastly, the size of the group allows us to also work on much smaller projects, that we’re just as keen on developing at Publicis Luxe. Anything from fashion PR shoots to developing long form content with artists, for example.
 

LBB> Many of France's luxury brands are world leaders. What can other French brands learn from those about how to become global leaders?


David & Marie-Eve> Be good and unique enough to be bought by LVMH or Kering!
 

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