How Luxury Brand Leaders Are Reshaping the Next Era of Cultural Engagement

On the second day of Paris Fashion Week, the Shangri-La Hotel in Paris hosted a conversation and cocktail party hosted by fashion business and Diageo. Here’s a recap of what happened.

Global Director Nicole Phelps delivered opening remarks fashion business and fashion showDeputy Director Elektra Kotsoni joins Kering Chief Brand Officer Laurent Claquin to reveal how luxury brands are reinventing the next era of cultural engagement. The conversation continues with Patricia Borges, global managing director of gin and rum at drinks giant Diageo and CEO of Ketel One and Zacapa fashion business Paris journalist Raul Guilbault.

Krakun began by explaining how he views each brand as a cultural voice. “A brand is not just a business, not just an economic actor, but a cultural actor. To me, a brand is like a person. It has its own point of view,” he told more than 100 attendees. Krakun went on to emphasize the importance of authenticity, relevance and consistency. “Kering has been committed to sustainable development for almost 20 years. We have been committed to women’s empowerment, gender equality and equal opportunities for more than 16 years, and our commitment to film and entertainment has been around for more than 10 years.”

Now, Kering is exploring new areas such as longevity and health. Asked by Elektra about the future of luxury goods, Krakun said he wanted to replace “luxury” with “excellence.” “The word luxury is used so much that we sometimes forget what it really means and what the future of things we don’t fully understand will look like. So let’s go back to common sense and focus on creating truly exceptional products and experiences,” he explains.