NEW YORK — Comité Colbert, the trade body representing 96 of France’s most storied luxury houses, opens “Hidden Treasures: 250 Years of Franco-American Luxury Stories” today at The Shed in Hudson Yards. The six-day exhibition, running May 26 through May 31, 2026, brings together 65 French maisons and cultural institutions in a calculated soft-power push aimed squarely at the American consumer — now confirmed as French luxury’s single most important export market.
“We’re coming to America with a tribute exhibition that says: Thank you for your contributions to our industry,” Bénédicte Épinay, chief executive of Comité Colbert, said in a statement. The exhibition arrives as French luxury groups recalibrate strategy around the United States amid tariff uncertainty and a contracting China market.
What ‘Hidden Treasures’ Contains
The exhibition spans 9,150 square feet across five thematic chapters: First Encounters, Crossing Oceans, Rise of Icons, Crafting Diplomacy, and Creative Resonances. Each participating brand presents a single iconic object housed inside an expedition trunk reimagined as a cabinet of curiosities.
Notable pieces on display include Baccarat’s Horloge Soleil Héritage clock, displayed for years in Marilyn Monroe’s New York apartment; a Christian Louboutin slipper from the designer’s 2012 Disney Cinderella collaboration; and Van Cleef & Arpels’ Ballerina clip brooch. The exhibition is paired with a consumer study conducted by The Heart Monitors, which surveyed 600 American consumers aged 18 to 60 across late 2025 and early 2026. Organizers are targeting 20,000 visitors over six days.
The 65 Participating Maisons
Of Comité Colbert’s 96 luxury member brands, 65 were selected to exhibit. The roster reads as a who’s-who of French luxury, spanning fashion, jewelry, beauty, spirits, and heritage institutions.
- Fashion and accessories: Chanel, Hermès, Louis Vuitton, Dior, Balenciaga, Givenchy, Celine, Christian Louboutin.
- Jewelry and watches: Cartier, Van Cleef & Arpels, Boucheron.
- Beauty, fragrance and crystal: Guerlain, Baccarat.
- Spirits and champagne: Hennessy, Martell, Veuve Clicquot.
- Cultural institutions: Château de Versailles, Louvre Museum, Eiffel Tower, Grand Palais RMN, Monnaie de Paris, Sèvres.
Why Now: The US Is French Luxury’s Top Priority
The numbers explain the timing. France exported €4.5 billion in luxury goods to the United States in 2024, making it the country’s largest single export market for the category. French handbag exports alone reached €2.3 billion in the first quarter of 2025.
LVMH posted €80.8 billion in revenue in 2025. Chairman Bernard Arnault told investors the group expects to “continue to gain market share, as we did in 2025” if geopolitical conditions stabilize. The group is doubling down on physical retail: Louis Vuitton’s planned Beverly Hills mega-flagship, opening 2029, will include permanent exhibition space and multiple dining venues. The push extends recent New York activations including the Louis Vuitton Cruise 2027 show at The Frick Collection, Gucci’s Times Square Cruise 2027 takeover, and Prada Mode ‘Satellites II’ at Hotel Chelsea NYC.
Sector-wide, the data trend holds. Richemont’s €22.4B FY2026 revenue confirmed continued momentum at the top of the market, even as LVMH executed strategic moves like LVMH’s sale of Marc Jacobs to WHP Global. Brands are also pushing into smaller US markets — Chanel recently opened a boutique in Westport, Connecticut.
“There are these tertiary markets that are starting to pop up out of necessity.” — Michael Prendergast, Managing Director, Alvarez & Marsal
China’s luxury market has contracted after a decade of growth, making the United States, in the words of multiple analysts, “the only game in town.” The American side has performed accordingly: Ralph Lauren’s record $8B FY2026 revenue and Burberry’s return to profit under new leadership point to broad consumer appetite for premium goods.
Tariffs and Counterfeiting: The Industry’s Twin Challenges
Tariff exposure remains a structural concern, but Épinay framed it as manageable. “We’ve learned to live with tariffs. These days, we have bigger battles to fight, such as counterfeiting,” she said. Épinay identified counterfeiting as Comité Colbert’s top priority for 2026, describing the proliferation of fake perfumes as “a tsunami.” The organization is partnering with TikTok Shop to combat illegal product sales among younger consumers, and a major counterfeiting study is set to publish June 3, 2026.
Market headwinds extend across the fashion ecosystem, with affordable-luxury players facing their own pressures, including Everlane’s $100M acquisition by Shein. Against that backdrop, the exhibition functions as cultural diplomacy — invoking 250 years of Franco-American alliance to push back against punitive trade measures.
Admission and Visiting Information
General admission is $35 plus fees. Student admission is free. Tickets have been on sale since April 24, 2026. The exhibition runs May 26 through May 31, 2026 at The Shed at Hudson Yards, New York City. For hours and ticketing, consult the venue’s official website.
FloraDress will continue covering the exhibition’s reception and the broader US expansion strategies of French luxury houses through the week.
