Soft power
Le Grand Re-boot
Analysts might have been talking about France’s new ‘moment’ in the lead up to Emmanuel Macron’s leadership victory last year, but Sunday night’s World Cup final win over Croatia gave new meaning to the concept of ‘le grand re-boot’. Never mind the fact that French boots succeeded in giving the Republic a fitting end to the Bastille Day weekend, French boots on the ground are also playing a key role in policing the Africa’s Sahel region. Beyond this, footwear brands of the ‘Made in France’ variety are experiencing a much-deserved revival among select shops in Tokyo, Seoul and Los Angeles.
France’s victory should give a healthy boost to the nation’s retail sales in the run-up to the August break. During which time, French companies should seize on the resulting momentum and goodwill to push a confident and Euro-centric agenda – and detract from the litany of faux-pas committed during Trump’s visit. The Élysée Palace should take the opportunity to push a bold programme emphasising France’s creative and cultural businesses - industrial design, textiles, architecture, fashion, and much more. If the Palace asked us, we’d suggest the following as brands that could use a spot of international air time:
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Have hot songstress ‘Christine and the Queens’ headline the World Cup victory parade, which would also serve as the opening date for a multi-city world tour.
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Speaking of songs. The world could also use some more Radio Nova. Tune in.
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How about re-casting Arles as Europe’s new year-round creative retreat and get companies large and small to pitch-up and invest?
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Air France is a good airline that needs a proper solution. Chronic labour issues aside, it really is an airline that understands premium.
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More people should be wearing sensible Oxfords from Paraboot as less clement weather descends upon Northern Europe in September. ‘Made in France’ footwear needs a champion.
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Ditto for French crystal, ceramics and linens. These product categories showcase the best in Gallic craft, but they need some support from Paris.
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Doesn't France need to come up with a few cars that would be enjoyable to drive around the Med in August? There’s no excuse for such a poor line-up of vehicles from the country's big brands.
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De Bonne Facture - a fashion label that’s worthy of a medal. It's a sharp, modern and relevant expression of modern France.
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The same can be said for Arpenteur of Lyon.
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Lafuma outdoor furniture. Every sophisticated picnic needs comfy, collapsible chairs.