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)

PARIS (AP) — The U.K. and France are bracing for the fifth heat wave of the season, adding to an intense stretch of hot weather that has repeatedly sent temperatures soaring across Europe since May.

National weather agency Météo-France is warning about temperatures approaching 40 C (104 F) from Tuesday onward in southeastern France. And in the U.K., an amber heat health alert for most of England will be in place beginning Tuesday as temperatures are forecast to climb to 36 C (96.8 F) later this week.

Across Europe, the extreme heat began in May and has contributed to major wildfires, prolonged drought and new national temperature records, as well as thousands of projected heat-related deaths.

Globally, so far this is the third-hottest year, behind 2024 and 2025, climate statistics show. But 2026 still has time to catch up. Thanks to the one-two punch of accelerated human-caused global warming and a supersized El Niño — a periodic warming of parts of the Pacific that leads to temperature variations around the globe — there’s an increasing chance that by the end of the year, 2026 could become the hottest year on record, scientists said.

Last month saw the highest average sea surface temperature ever recorded for July across the extrapolar oceans, or the oceans free of seasonal sea ice, according to the European climate agency Copernicus.

That was partially fueled by developing El Niño conditions in the equatorial Pacific, the service said. The new average record for July is 20.96 degrees Celsius (69.73 degrees Fahrenheit), which beat the 2023 record of 20.89 C (69.60 F).

But last month’s average surface air temperature globally was 16.90 C (62.42 F), making it only the joint second warmest July on record, tied with July 2024, Copernicus reported.

In Western Europe, meanwhile, the average temperature record for the June-July period hit 21.62 C (70.92 F), Copernicus said, toppling the 2022 record.

“Persistent high-pressure systems trapped heat over western Europe, the extreme temperatures also amplified widespread drought. As soils dry out, they lose their ability to provide natural cooling, allowing heat to build more readily,” said Samantha Burgess, strategic lead for climate at the European Centre for Medium-Range Weather Forecasts.

“This is a clear example of how climate change is intensifying heat extremes, with heat and drought increasingly reinforcing one another.”

In France alone, heat wave alerts were issued for the first time on record in May, when more than half the country recorded new monthly temperature highs. The heat intensified in June, a period during which at least 5,700 more deaths than usual were recorded, according to France’s public health agency.

Météo-France said June 23 was the hottest day ever recorded in the country. Temperatures climbed as high as 44.3 C (111.7 F) in the southwest.

Two other heat wave episodes were recorded in July, amplifying a historic wildfire in southwestern France that forced 220,000 people to flee their homes in one of the continent’s biggest evacuation efforts since World War II.

Temperatures were slightly cooler in the U.K. on Monday but the country readied for its fifth heat wave in an exceptionally hot and dry summer, with half of England and all of Wales plunged into drought.

The heat alert warns that significant impacts on health services, including a rise in deaths among older and vulnerable people, are likely.

Two record-breaking heat waves in May and June led to more than 2,800 excess deaths linked to extreme temperatures.

Dazio reported from Berlin. Sylvia Hui in London contributed to this report.

People walk over a stone dam, that is normally covered by water, towards the "Maeuseturm" (mice tower) in the middle of the river Rhine in Bingen, Germany Monday, Aug. 10, 2026. (AP Photo/Michael Probst)

A firefighting helicopter releases water over a wildfire near Correns, southeastern France, Saturday, Aug. 1, 2026. (Clement Mahoudeau/Pool Photo via AP)

A pharmacy display shows a temperature of 42 degrees Celsius in Paris during a heat wave, Wednesday, July 29, 2026. (AP Photo/Aurelien Morissard).

Vehicles cross the Rhine bridge on the A48 highway with a view of the low water levels on the Rhine, near Bendorf, Germany, Sunday, Aug. 9, 2026, (Thomas Frey/dpa via AP)

A man walks on dried grass in a park, amid drought conditions in London, in London, Sunday, Aug. 9, 2026. (AP Photo/Kirsty Wigglesworth)

People walk on a sandbar underneath the Danube's Margareth Bridge in downtown Budapest, Hungary, Wednesday Aug. 5, 2026, as the river, which runs through 10 European countries, has receded never-before-seen low water levels. (AP Photo/Bela Szandelszky)