In this episode, Kevin Erkeletyan welcomes Emmanuelle Rigaud, the director of the MSc Global Luxury and Management programme at SKEMA Business School, for a 15-minute analysis on the inextricable link between James Bond and luxury. Together, they explore how luxury persists, even in an era where simplicity and the essential are prioritised. Throughout the ages, the figure of James Bond and all associated decorum have become synonymous with luxury - bespoke suits, sports cars, Swiss watches, and travels to exotic places.
However, there remains a duality in this representation of luxury. On the one hand, it symbolises excess and the superfluous, but on the other hand, it is also a form of art, beauty, innovation, and perfection that reflects an aspiration to excellence and an appreciation of rarity. In the current context where sustainability and accessibility are prized, luxury appears contradictory. But Emmanuelle Rigaud and Kevin Erkeletyan discuss how luxury has evolved to adapt to these new paradigms. They suggest that luxury never truly dies, but constantly transforms and reinvents itself to reflect the changing values of society.
Luxury: an industry of innovation
The luxury industry has always been able to reinvent itself and stay relevant, just as the character of James Bond has evolved over the decades to reflect the concerns and tastes of the public. It is this paradox that gives luxury its longevity, and makes James Bond an iconic character. This discussion will be fascinating not just for James Bond fans, but also for all those interested in how luxury has managed to maintain and evolve over time.
Listen to the podcast (in French)