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 from Louis Vuitton Moët Hennessey (LVMH) and other luxury conglomerates.

Bernard Arnault, the 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.