For these groups, LVMH and Kering in France, the presentation of luxury must remain indeterminate: only advertising or merchandising dictates their conception of luxury in order to be able to collect under this name a number of products or brands that sometimes have nothing in common; they must convince that the product belongs in this domain,1 whether through large expenditures on international campaigns or the establishment of a highly selective distribution network.5 In this case, these companies exploit various techniques from “dream marketing” to develop a so-called luxury universe around goods from diverse origins, all with planned obsolescence to foster permanent desire and incessant renewal.1 The notion of luxury thus spans the gap between the most expensive of products and a simple bottle of perfume bearing a famous name.1 Through their communications actions and the influence they offer to the media,