French Luxury Flexes Its Soft Power in a New York Exhibition

Dior and Louis Vuitton return to US soil for a new exhibition rather than a runway show. “Hidden Treasures, 250 Years of Franco-American Luxury Stories” opens at The Shed in New York’s Hudson Yards and runs until May 31. The event gathers 65 French luxury maisons and cultural institutions organized by Comité Colbert, with the program tied to a broader celebration of 250 years of friendship between France and the United States. The French association expects 10,000 to 15,000 visitors across six days. Comité Colbert promotes French luxury internationally, preserves traditional craftsmanship, and coordinates collaboration on sustainability, intellectual property, AI, and other industry issues. US luxury growth remains strong, supported by recent revenue increases across major groups.

"“Hidden Treasures, 250 Years of Franco-American Luxury Stories”, a gathering of 65 French luxury maisons and cultural institutions organized by luxury association Comité Colbert, opens on Tuesday at The Shed in New York's Hudson Yards. Running until May 31, the exhibition is part of a wider program put together by the two countries to celebrate 250 years of friendship since the American Revolution-era alliance began. The French association expects between 10,000 and 15,000 visitors across the six-day run."

"“Sixty-five [exhibitors] is truly a record-breaking number [for an event of the Comité Colbert],” Comité Colbert CEO Bénédicte Épinay tells Vogue Business. “And it shows one thing: America is the leading market for most of our houses. It's a market where they want to communicate both individually and collectively to promote French luxury and the French art de vivre, along with this shared history between France and the US.”"

"The trade association, which has 115 members, works to promote French luxury internationally, preserve traditional craftsmanship, and coordinate industry collaboration and advocacy on topics spanning sustainability, dupes, intellectual property, AI, and more."

"The exhibition is well-timed: the US continues to drive growth in the luxury market, with China's slower-than-anticipated recovery, Europe's subdued spending, and the conflict in the Middle East. In Q1 2026, LVMH saw its US revenues grow 3%, Kering 9%, Hermès 17.2%, and Richemont 18%."

Read at Vogue