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PARIS (AFP) – Steve Jobs may have been a techie, but he did not really care about fashion. Facebook boss Mark Zuckerberg followed in his footsteps, wearing a gray T-shirt every day for years – to wear a simple black suit in front of the Congress and the European Parliament.
long attached to basic and functional clothing, may finally finally start to have a taste for something more extravagant.
Sensing an opportunity, French luxury Titan Hermes launched its 34th American store in Palo Alto, the beating heart of the "We opened this new store after our San Francisco store reaped very good results," he said. said Axel Dumas, the general manager of Hermes: "This is also a bet on the future. Residents often invest more in their cars than in their clothes, and we hope we can fix it a bit, "he adds.
million. Guillaume de Seynes, senior manager at Hermes, sees great potential in Silicon Valley. [19659007] Palo Alto "is not very far from San Francisco, where luxury is everywhere. However, the environment is very different. People are very focused on their professional success, working very long hours, "he said.
For now, this potential has not yet blossomed, Silicon Valley residents are still Mostly seen in jeans, t-shirts and trainers Until recently, few luxury homes had thought of venturing to Palo Alto.Today, three French giants – Hermes as well as Louis Vuitton and Cartier – have settled there.
In the next neighborhood of Santa Clara, upscale fashionistas Discover the boutiques Christian Dior, Balenciaga and Yves Saint Laurent, all gathered in a glitzy California shopping center.
But it's not because they do not necessarily wear designer clothes that children of the digital revolution are not new to luxury.
"This particular segment of the population … has already adopted luxurious lifestyle habits ", has said Elisabeth Ponsolle of the Portes du Comité Colbert, which brings together 82 French luxury houses specialized in fashion, gastronomy, hotels and restaurants. nd culture.
"They invest a lot in real estate, contemporary art, automotive and charity, and they know a lot about wine and gastronomy," she added.
The Colbert Committee entered into a partnership with the prestigious Stanford University in Silicon Valley. goldsmiths
In December, the group plans to host some 70 Californian industrialists and investors in Paris, where they will visit sewing and dinner workshops in Versailles
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