For these entities, LVMH and Kering in France, the interpretation of luxury must remain vague: only advertising or merchandising imposes their conception of luxury in order to be able to group together under this term a number of products or brands that sometimes have nothing in common; they are required to 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 To this end, 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 encourage 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 the signature of a colossal name.1 Through their communications actions and the influence they impose on the media,