Notre Dame reopening spectacle caps a stellar year for luxury house LVMH

PARIS (AP) — The reopening of Notre Dame was a solemn celebration of cultural and spiritual renewal. Yet for some, the historic cathedral's revival also felt like a meticulously choreographed branding event by LVMH and other luxury conglomerates.

Bernard Arnault, the lowkey billionaire behind luxury powerhouse LVMH and a key Notre Dame donor who regularly tops the list of the world’s richest men, was at the center of the celebration. He was surrounded by his family, the French president, the archbishop and clergy, and the unmistakable symbols of his luxury empire’s influence, including its brands Louis Vuitton and Dior.

France's first lady Brigitte Macron and her U.S. counterpart, Jill Biden, both had Lady Dior handbags. Louis Vuitton artistic director Pharrell Williams performed kitted out in Louis Vuitton. South African soprano Pretty Yende also contributed with a rendition of “Amazing Grace” while wearing a Dior gown adorned with 110 carats of diamonds.

Welcome to the “inauguration of the LVMH arena,” commented television journalist Yann Barthès about the cathedral ceremony.

LVMH has enjoyed unprecedented visibility in France in 2024, especially as a high-profile sponsor of the Paris 2024 Olympics.

Some questioned the taste of such brand prominence occurring in a sacred space like the beloved Gothic monument, while noting LVMH's crucial contribution to the reconstruction.

“You can’t blame monsieur Arnault, a businessman, to do business. But people are now asking if it was an appropriate venue for a display like that,” said fashion PR consultant Theo Fontaine.

“It’s been a great PR year for LVMH — that's for sure,” Fontaine added. “The Olympics and now Notre Dame. The whole world has been watching.”

Not far behind Arnault sat representatives of Kering, adding another layer to the ongoing rivalry between France’s two largest luxury conglomerates.

Kering CEO François-Henri Pinault attended alongside his wife, actress Salma Hayek, who wore a tailored Gucci coat. Gucci is Kering-owned.

The event, marking the culmination of an 840 million euro ($882 million) restoration effort following a devastating 2019 fire, brought together global dignitaries and cultural icons.

The restoration united France’s corporate giants. Arnault’s 200 million euro donation was the largest, followed by 100 million euro contributions from Pinault and the Bettencourt-Meyers family of L’Oréal. Over 250 companies and 2,000 craftspeople contributed to the five-year restoration effort, which reconstructed the spire, repaired vaulted ceilings and restored stained-glass windows.

As the bells of Notre Dame rang out across Paris, the cathedral’s rebirth stood as a testament to collective effort — but also for some as a symbol of how France’s seats of power and its prized luxury industry are inextricably intertwined.

French President Emmanuel Macron and Brigitte Macron welcomed heads of state, including President-elect Donald Trump, Britain’s Prince William and Elon Musk, to a ceremony steeped in tradition — and high fashion.

Arnault attended with his family, including Dior chair and CEO Delphine Arnault, LVMH image and environment director Antoine Arnault, Moët Hennessy deputy CEO Alexandre Arnault, LVMH Watches CEO Frédéric Arnault, and Louis Vuitton product and development director for watches Jean Arnault. Antoine Arnault’s wife, model Natalia Vodianova, was also in attendance.

“I am proud of the outpouring of generosity from all over the world, to which the LVMH Group and my family wanted to contribute from the very beginning, which has enabled the restoration of this jewel of our heritage,” Antoine Arnault said in a statement posted to LinkedIn.

“This extraordinary project highlighted the excellence of French know-how and the talent of nearly 2,000 architects, workers and craftsmen of all trades,” he added.

Yet, public reaction was mixed

Papuna Biliseishvili, 24, who watched the ceremony in Paris, quipped, “If the devil wears Prada, the cathedral wears Louis Vuitton and Dior.”

Cari Lefebvre, 27, said “this is the most PR the Catholic Church has seen in centuries.”

Marie-Claire Dubois, a 45-year-old Catholic worshiper from Paris, expressed her disapproval. “This is a sacred place. It is beautiful that these companies contributed, but the branding should have remained outside," she said "Notre Dame deserves respect as a house of God, not a showcase for luxury.”

While the grandeur of the reopening sparked debate, Arnault’s donation and LVMH’s contributions to the cathedral restoration—including 36 300-year-old oak trees for the spire—have been widely praised.

LVMH’s influence at the Paris 2024 Olympics further cemented its stellar year. The company crafted custom display cases for 5,000 medals and the Olympic torch, showcasing its artistry and precision. Berluti, another LVMH brand, designed costumes for the opening ceremony, while an Olympic-themed Vogue World fashion show, supported by the group, drew international attention during Paris Couture Week.

Tensions between Arnault and Pinault, the driving forces behind LVMH and Kering respectively, were on full display with their brands’ prominent appearances at the cathedral. This rivalry dates back decades to a bitter bidding war over Gucci in the late 1990s, which Pinault’s Kering ultimately won. Since then, their competition has extended beyond fashion into the realms of art, philanthropy and global influence.

In Notre Dame, French luxury was also championed by the French Catholic church — and was on display even in the stitch of the liturgical vestments. French fashion designer Jean-Charles de Castelbajac was called on by the church to design the cathedral’s 2,000 garments. The unorthodox designs were fun, modern — and perhaps shockingly minimalist. They ensured that even the clergy’s robes reflected high-fashion artistry, further underscoring the intersection of faith and fashion at the event.

FILE - French President Emmanuel Macron, center, and his wife Brigitte Macron arrive to attend the inaugural Mass, with the consecration of the altar, at the Notre Dame Cathedral, five-and-a-half years after a fire ravaged the Gothic masterpiece, as part of ceremonies to mark the Cathedral's reopening after its restoration, in Paris, France, Sunday, Dec. 8, 2024. (Sarah Meyssonnier/Pool Photo via AP)

FILE - Actress Salma Hayek and her husband CEO of Kering Francois-Henri Pinault sit inside Notre Dame Cathedral before France's iconic cathedral is formally reopening its doors for the first time since a devastating fire nearly destroyed the 861-year-old landmark in 2019, Saturday Dec.7, 2024 in Paris. (Ludovic Marin/Pool via AP, File)

FILE - CEO of LVMH Bernard Arnault, left, Antoine Arnault, CEO of Berluti , center right, and members of the Arnault family talk in Notre Dame Cathedral before France's iconic cathedral is formally reopening its doors for the first time since a devastating fire nearly destroyed the 861-year-old landmark in 2019, Saturday Dec.7, 2024 in Paris. (Ludovic Marin/Pool via AP, File)

JOHANNESBURG (AP) — Torrential rains and flooding have killed more than 100 people in South Africa, Mozambique and Zimbabwe, and authorities warned Friday that more severe weather was expected across several countries in southern Africa.

South Africa has reported at least 19 deaths in two of its northern provinces following heavy rains that began last month and led to severe flooding.

Tourists and staff members were evacuated this week by helicopter from flooded camps to other areas in the renowned Kruger National Park, which is closed to visitors while parts of it are inaccessible because of washed out roads and bridges, South Africa's national parks agency said.

In neighboring Mozambique, the Institute for Disaster Management and Risk Reduction said 103 people had died in an unusually severe rainy season since late last year. Those deaths were from various causes including electrocution from lightning strikes, drowning in floods, infrastructure collapse caused by the severe weather and cholera, the institute said.

The worst flooding in Mozambique has been in the central and southern regions, where more than 200,000 people have been affected, thousands of homes have been damaged, while tens of thousands face evacuation, the World Food Program said.

Zimbabwe’s disaster management agency said that 70 people have died and more than 1,000 homes have been destroyed in heavy rains since the beginning of the year, while infrastructure including schools, roads and bridges collapsed.

Flooding has also hit the island nation of Madagascar off the coast of Africa as well as Malawi and Zambia. Authorities in Madagascar said 11 people died in floods since late November.

The United States' Famine Early Warning System said flooding was reported or expected in at least seven southern African nations, possibly due to the presence of the La Nina weather phenomenon that can bring heavy rains to parts of southeastern Africa.

South African President Cyril Ramaphosa visited flood-stricken areas in the northern Limpopo province on Thursday and said that region had received around 400 millimeters (more than 15 inches) of rain in less than a week. He said that in one district he visited “there are 36 houses that have just been wiped away from the face of the Earth. Everything is gone ... the roofs, the walls, the fences, everything.”

The flooding occurred in the Limpopo and Mpumalanaga provinces in the north, and the South African Weather Service issued a red-level 10 alert for parts of the country for Friday, warning of more heavy rain and flooding that poses a threat to lives and could cause widespread infrastructure damage.

The huge Kruger wildlife park, which covers some 22,000 square kilometers (7,722 square miles) across the Limpopo and Mpumalanga provinces, has been impacted by severe flooding and around 600 tourists and staff members have been evacuated from camps to high-lying areas in the park, Kruger National Park spokesperson Reynold Thakhuli said.

He couldn't immediately say how many people there were in the park, which has been closed to visitors after several rivers burst their banks and flooded camps, restaurants and other areas. The parks agency said precautions were being taken and no deaths or injuries had been reported at Kruger.

The South African army sent helicopters to rescue other people trapped on the roofs of their houses or in trees in northern parts of the country, it said. An army helicopter also rescued border post officers and police officers stranded at a flooded checkpoint on the South Africa-Zimbabwe border.

Southern Africa has experienced a series of extreme weather events in recent years, including devastating cyclones and a scorching drought that caused a food crisis in parts of a region that often suffers food shortages.

The World Food Program said more than 70,000 hectares (about 173,000 acres) of crops in Mozambique, including staples such as rice and corn, have been waterlogged in the current flooding, worsening food insecurity for thousands of small-scale farmers who rely on their harvests for food.

Imray reported from Cape Town, South Africa. AP writers Charles Mangwiro in Maputo, Mozambique, and Farai Mutsaka in Harare, Zimbabwe, contributed to this report.

AP Africa news: https://apnews.com/hub/africa

This image made from video shows the scene after flooding in Tete Province, Mozambique, Thursday, Jan. 15, 2026. (AP Photo)

This image made from video shows the scene after flooding in Tete Province, Mozambique, Thursday, Jan. 15, 2026. (AP Photo)

This image made from video shows the scene after flooding in Tete Province, Mozambique, Thursday, Jan. 15, 2026. (AP Photo)