From Hollywood reboots and retro car models to vintage fashion, a swath of industries are doing a roaring trade in nostalgia. But there’s a fine line between celebrating your legacy and being stuck in a creative ditch. By failing to embrace fresh ideas, some French brands risk trading their future appeal for the comforts of the past.

Visitors to the French capital can currently see two major exhibitions looking back at the historic achievements of storied brands: Louis Vuitton Art Deco at LV Dream, the luxury giant’s Paris headquarters, and 1925-2025: One Hundred Years of Art Deco at the Musée des Arts Décoratifs, which explores the design legacy of the Orient Express. Both shows mark the centennial of a major art deco exhibition held in the city. There’s plenty of exquisite craftsmanship on display, both by major figures of the art deco movement and by modern-day artisans and designers.

A standout piece from the Louis Vuitton exhibition is a trunk designed for British conductor Leopold Stokowski in 1929, which folds out into a portable desk. This clever feature allowed Stokowski to travel with his documents and sit down to write wherever he happened to be. The piece is emblematic of the brand’s history of innovating to meet the evolving needs of wealthy globetrotters throughout the 20th century. With the advent of cars and transatlantic steamers, Gaston-Louis Vuitton, the grandson of the brand’s founder, oversaw a period during which aesthetics and functionality went hand in hand.

At the Louis Vuitton shop above the exhibition space, you’ll spot an updated version of the Stokowski trunk, the Secrétaire Bureau 2.0. Usefully, it has a wider work surface that’s designed to accommodate laptops – but it seems more likely to grace a collector’s lounge than to travel the world with its owner.

Meanwhile, in the grand hall of the Musée des Arts Décoratifs, you can admire the splendid interiors of the new Orient Express. Though the state-of-the-art passenger train includes 21st-century amenities such as wi-fi, it’s ultimately just a homage to the 1920s. It reflects a mindset that locates the future of design in the archives – leaving true innovation stuck at the station.

That’s not to say that past icons can’t be resurrected to break new ground. Renault, for example, has successfully launched updated versions of classic models such as the Renault 5 and Renault 4, with the Twingo next in line. The refreshed Twingo features a design similar to the 1992 original, which sold 2.6 million models over its 20-year production run, as well as all-electric drivetrains. By combining nostalgia-inducing design with significant hardware upgrades, the automaker is making contemporary electric vehicles more appealing to drivers who aren’t yet fully comfortable with the technology.

What if brands such as Louis Vuitton and the Orient Express reclaimed their status as cutting-edge innovators in travel, while staying true to their legacy? Perhaps we’d enter a new golden age of travel – one that pairs timeless elegance with genuine progress. The 2026 christening of the Orient Express Corinthian, the world’s largest sailing yacht and a partnership with LVMH, could be a groundbreaking moment for the sector. Combining luxury amenities and destinations that are often out of reach for conventional cruise ships, it will be charting new waters for hospitality, while still evoking the Old World glamour of the Orient Express. Fresh ideas such as this are why these brands rose to prominence in the first place. 

Simon Bouvier is Monocle’s Paris bureau chief. Fancy more from the French capital? Check out our City Guide. For more opinion, analysis and insight, subscribe to Monocle today.