Jeanne Bordeau, a linguist, author, and founder of Madame Langage, discusses in an exclusive article for Club des Chroniqueurs how luxury brands have used vocabulary to define their essence and aura in 2020. Despite the extraordinary health crisis experienced this year, the luxury industry continues to thrive by relying on legends, exceptional founding myths, and iconic words that define it. Each luxury house must cultivate a unique lexicon that embodies strong cultural codes, artistic dimensions, and a connection to time. This vocabulary should be rooted in beauty and perfection, while also showcasing the unique expertise of each sector.
For instance, the trunk maker Moynat uses terms such as “angled couture” and “tight nailing” to highlight their artisans as “companions of Duty capable of achieving the perfection of gesture.” IWC discreetly incorporates words like “circle piercing,” “grinding,” and “lapping” to enhance their narrative. The author’s study also confirms the growing importance of nature protection and responsible, ethical luxury in the industry. Even young designers like Imane Ayissi, who incorporates African fabrics and sustainable practices, understand the significance of precise and impactful words. Ayissi considers “preciousness” as one of the words that defines his work.
In today’s world, consumers, especially in the digital realm, compare and remain vigilant about the discourse of luxury brands. There is a growing demand for ecological virtuosity and responsible practices, and brands must convey the joy of wearing their products while being mindful of the environment. Established brands, like Chaumet, are also adapting to this linguistic challenge by incorporating words that reflect their social and environmental awareness. However, the author questions whether luxury brands can still rely solely on their legacy and reputation without engaging in responsible practices.
The importance of marrying beauty and responsibility is emphasized by highlighting brands like Stella McCartney, who has embodied ethical fashion for two decades. Other brands, such as Barbara Sturm and IWC, also prioritize sustainability in their production and environmental impact. ICICLE, a Chinese brand aiming to join the luxury circle, embraces a green vocabulary with terms like “eco-care,” “slow fashion,” and “circular economy.” Overall, luxury brands are navigating a crisis of conscience, saying goodbye to overconsumption and embracing a more committed vocabulary.
2020 posed linguistic and stylistic challenges for luxury brands, particularly because of the health crisis. Brands had to address the situation while maintaining empathy and care for their employees, consumers, and communities. Some brands, like Frédéric Malle and Dr. Barbara Sturm, successfully combined conversation, beauty, and conscience to engage with their audiences. However, the author notes that not many luxury brands have been able to find new words during the crisis that embody a caring relationship with their audiences.
Despite the challenges, language and sincerity remain crucial for luxury brands. In 2020, resilience and reinvention became the guiding stars of the luxury lexicon. Brands must give meaning and return to essentials, embracing the restorative and regenerative nature of luxury. The author concludes by questioning whether reinvention is a verb that has always belonged to the world of luxury, as it is inherently connected to beauty and the ability to make us dream.
Useful links:
1. Luxury Brands’ Preference for Tried Words Leaves Out New Thinkers
2. The Changing Lexicon of the Luxury Fashion Brand
