CHRISTIAN DACCACHE, LUXURY IS A REFLECTION OF PEOPLE'S TRUE SELVES

Christian Daccache spearheads Le Bureau des Createurs. In their own words, it is “an organization that focuses on three segments for its talents. The first is to come up with the right concise strategy for the overall goals. The second is image consulting to manipulate the perception of the end consumers. And finally, PR & Communications services to place the talent in the right print, online, and social media magazines as well as influencers and celebrities.”

Daccache defines luxury as “all about exclusivity, authenticity, and emotional connection. I think we lost sight of that for a while, but now, I believe people are craving it again.” He goes on further: “Luxury isn’t just about what you own, it’s about how it makes you feel. Whether it’s a brand, an experience, or a single moment, it has to resonate on a much deeper level. And having an emotional connection with whatever it is we are promoting.” And even beyond to engulf the issue of time. “True luxury is also about time. And that spans across many aspects. Time it takes for something to be produced, time it takes for an experience, time to enjoy it, time to be present and time to do things the right way.”

Their clients are truly the big guns. Daccache is not shy about it: “Our clients are visionaries, leaders, and tastemakers, and brands that don’t just follow trends, they set them. They have a clear direction, a strong image and most importantly are consistent. They come to us because they know we understand the language of luxury, the nuances of influence, and the importance of storytelling.”

On practical terms, “their experience with us is anything but generic. Every strategy we create is tailored to who they are, what they stand for, and where they want to go. Luxury, for them, isn’t about excess, it’s about refinement, authenticity, and creating a presence that isn’t just seen but truly felt.”

When it comes to the idea of dupes, Daccache is very clear: “A ‘dupe’ isn’t luxury, it is though probably a response to shifting consumer behavior, but not a redefinition of what luxury truly is. The rise of dupes reflects a younger audience that prioritizes accessibility and trend-driven purchases over heritage and craftsmanship.” Before detailing: “But at its core, luxury has never been about imitation. It’s about originality, authenticity, and the emotional connection a brand creates.”

For Daccache dupes are not the problem, “I believe though the challenge for luxury brands today isn’t just about fighting off dupes, it’s about reminding people why the original matters. It’s the story, the savoir-faire, the intangible feeling that no replica can ever replicate. Dupes may have their moment, but they will never capture the soul of a brand in my opinion.”

When it comes to Gen Z preferring experiences to ownsership, Daccache does not view it as an either/or situation: “Luxury has always been about more than just owning things, it’s as I mentioned, the feeling they give you. Gen Z understands this better than anyone. They’re not just looking for products; they want meaning, connection, and experiences that speak to them. They gravitate toward brands that align with their values and immerse them in something bigger than just a transaction.”

Logically, for him “that doesn’t mean luxury goods are losing their appeal. A designer handbag still holds value, but what makes it truly special is the story behind it, the craftsmanship, the exclusivity, and how it seamlessly fits into a certain lifestyle or even creates it. The brands that will stay relevant are the ones that can deliver both: an object of desire and an experience that makes it unforgettable.”

“luxury is not just an illusion.” He explains more thoroughly: “there is desire that humans have to be part of the luxury world. Image is a very big component of luxury. But true luxury isn’t about slapping a high price on something, it’s about what can’t be easily replicated.” He simply states, quite clearly: “If luxury were only about marketing, anyone could create it. True luxury isn’t just bought, it’s felt. The brands that stand the test of time don’t just sell products; they shape identities, build legacies, and create experiences that can’t be faked. And worlds you want to be part of. It is a package deal not a one-time thing.”

Personalization is the way to go for Daccache. “The key is smart personalization, leveraging technology, perhaps AI, and VIP-tiered experiences to create tailored moments without losing efficiency. Whether it’s bespoke couture, private shopping, or invitation-only events, the goal is to make each client feel uniquely valued.”More specifically, he goes, “that said, not all personalization has to be one-of-one. The ultra-high-net-worth client might expect full customization, while others appreciate curated exclusivity, whether through limited editions, private memberships, or brand-driven experiences.”

If there is a dichotomy between quiet luxury and showy statements, Daccache does not see it: “Some gravitate toward quiet luxury, understated elegance, impeccable craftsmanship, and a focus on materials and fit rather than logos. Others embrace statement luxury, using fashion as a tool of self-expression, status, and power.” He explains as a parting statement, “but the truth is, both can coexist. A logo-free Loro Piana coat is just as luxurious as a bold Louis Vuitton statement piece. It’s not about loud versus quiet, it’s about choice.”

In the end, he states quite clearly, “the future of luxury is about giving people the freedom to define it on their own terms. And I must add that it will always be linked to one’s character, and their choice of luxury does reflect who they are as a person.”