Comité Colbert news and archive

AI and luxury: New battle for visibility on ChatGPT

For decades, luxury houses have mastered their image down to the finest detail. Every customer touchpoint, from advertising and window displays to boutiques, social media and runway shows, was meticulously scripted. This dynamic is now changing. According to the fifth edition of the 'Luxury & Technology' study, published June 30 by the Comité...

Culture

French luxury responds to Trump tariffs with cultural diplomacy

Facing a new era of trade tensions and tariffs under the Trump administration, the French luxury sector is leaning into its role as a “catalyst for cultural diplomacy.” Leading the charge is Comité Colbert, which has unveiled a strategic new exhibition in New York titled “Hidden Treasures: 250 Years of Franco-American Luxury Stories”. The...