The essence of style

Diamonds, crème brûlée, and champagne are some of the objects of desire that owe their success to Louis XIV. The origins of these and other references to luxury and refinement are revealed by Joan Dejean in *The Essence of Style*. The book reveals how the patterns of consumption and behavior that are now synonymous with elegance and sophistication in the Western world were born. To this end, the author shows how the monarch transformed France into the world capital of glamour. "Never before has a city dominated the empire of style and sophistication for more than a brief period. In the 1660s, Paris began a reign of luxurious living that continues to this day, even three and a half centuries later. All of this was possible because the French understood the importance of marketing: thus, when fashion became French, the fashion industry began, introducing new concepts, such as the season, that are still essential to the functioning of this industry today," explains the author. Joan Dejean, one of the greatest authorities on 17th-century French culture, recounts how the Sun King's actions made French fashion, gastronomy, and style famous for centuries and still influence the lives of people around the world. She tells curious stories about the origins of various customs, which seem to have originated with humanity but were the fruit of the mind of a visionary. One of the author's intriguing stories concerns one of today's greatest symbols of wealth: the diamond. It's already part of global culture to say they are eternal, but these precious stones were once considered insignificant until, in 1669, Louis XIV fell in love with them and acquired what is now known as the Hope Diamond. Since then, the jewel has spawned numerous legends. When the monarch ascended the throne, France was not yet synonymous with elegance. But by the end of his reign, the French were considered worldwide experts in good taste and style. Since then, France found another commercial niche and came to dominate the luxury market. A status maintained to this day through luxury brands like Cartier, Don Pérignon, and many others. The book presents the entire process of creating this image, still present in the global imagination and capable of inducing envy among the world's most important marketing professionals. As the author aptly observes, the Sun King's strategy in the past made possible the existence of nightclubs like the Stork Club, cafes and restaurants like Chez Panisse, stores like Bergdorf Goodman, and hairdressers like Cristophe de Beverly Hills.