LUXURY BOCCONI STUDENT SOCIETY

As symbols of empowerment and extraordinary elegance, unique watches and jewels often embrace the soul of an icon. Designed with the most refined quality and delicacy, The Panthère de Cartier and Bulgari Serprenti represent icons of style and craftsmanship, affirming the greatest elegance of unique iconic motives.

The Panther de Cartier: The Feline Legacy

It was 1914 when the panther became the greatest icon of Cartier, appearing on a watch made by the Maison, with diamonds and onyx. The efforts of one of the most visionary jewelry directors of Cartier, Jeanne Toussaint, further cemented the panther’s identity leading to the creation of further jewelry that grasped the essence of the iconic symbol, which was nicknamed by Luis Cartier himself “La Panthère”.

However, Cartier’s Panther properly gained the status of the brand’s defining emblem after 1948, when the Duchess of Windsor wore a three-dimensional brooch. Since that moment, panthers with emerald eyes have started to appear in countless forms, including bangles, rings, and the most iconic necklaces. A new reimagination of the panther was introduced in 1948, redesigning the bracelet in a more fluid way that emulates the sleek and silent movement of the animal itself.

The meaning of the most iconic Cartier symbol goes beyond the narrow aesthetic appeal. Indeed, it embraces the idea of independence and confidence in whichever version the Maison has designed until the most iconic versions, adorned by glittering feats of uniqueness.

Behind the Cartier feline symbol lies an ethical idea that is “not to imitate but to pay homage, to breathe life into the animal and bestow it with personality”.

The ratio behind it goes beyond the representation of the animal, with the aim to try to capture its feline essence, transcending its likeliness.

This research is carried out in each panther representation made by the Maison: designs may change and evolve, and materials may vary, but the house’s spirit remains unchanged. The iconic design has become the symbol of effortless sophistication since Cartier’s introduction of its first women’s timepiece adorned with panther motives with diamonds and onyx. However, it was thanks to the effort of the jewelry designer Jeanne Toussaint that Cartier’s image started embracing the soul of elegance, boldness, and strength, encapsulated in the feline figure.

The choice of this kind of design isn’t casual but rather astute: it is in line with the era’s aesthetic, where the panther was a frequently recurring symbol in art, fashion, and interior design.

Decades later it is still the most recognizable symbol of the Maison and even after the introduction of sleek and refined timepieces without further excessive embellishments, the panthère has become an instant classic.

Bulgari Serprenti: the icon of Metamorphosis

Symbol of temptation since the Garden of Eden, serpents have always embraced a dual allure, combining fearsome elements with fascination. The serpent, as a symbol, permeates myths and legends across cultures. Snaked motives were and still are deemed to be the most iconic emblems of metamorphosis and evolution.

Ancient Mythology used to present the serpent as a symbol of rebirth, suggesting the idea of seduction and, at the same time, evoking the legendary style icon Cleopatra. It was not a case, indeed, the fact that the actress Elizabeth Taylor wore the Bulgari Serpenti in the scenes of Cleopatra.

In the ancient Egypt iconography, the most prominent adornment of pharaohs’ crowns and other royal insignia was the Uraeus, which is a cobra emblem. It was deemed to be the greatest symbol of power and believed to offer protection while affirming the divine right of its wearer, the Pharaoh, to rule.

Conversely, Greek and Roman mythology recognized a strong association between snakes and the idea of healing and medicine. Indeed, the Greek God Apollo’s son, Asclepius, revered as the God of Medicine, was represented with a staff entwined with a snake. Further examples may be cited, and Medusa is certainly one, with her head full of writhing snakes in place of hair.

In the field of fine jewelry, the image of the serpent is intertwined with a long and illustrious history, becoming the symbol of eternal love when represented on a ring crafted from 18-karat gold in 1939, after Prince Albert presented Queen Victoria with a bespoke serpent ring, adorned with ruby eyes, a diamond mouth and an emerald centerpiece, which reflected the birthstone of the Queen.

In the twentieth century, further distinguished jewelry houses began to reinterpret the serpent in their designs, with the remarkable necklace made by Cartier in 1968 for the Mexican actress María Félix. Encrusted with 2,473 diamonds and set in platinum, yellow gold, and white gold, adorned with pear-shaped emerald eyes and an underside of green, red, and black enamel, the snake necklace resulted in a captivating jewel that displayed a vibrant visual appeal from every perspective.

Nevertheless, Bulgari is deemed to be the brand most closely associated with snake-motive watches and jewels. The Serpenti collection encapsulates the very core and enduring allure of serpent design and is the greatest source of commercial success for the House.

Bulgari Serpenti designs have evolved with the brand and grown, becoming the very core of Maison’s soul, with the most symbolic piece, the Twirl. Using a Turbogas technique, the serpent bracelet coils around the wrist seven times. The serpent motif features a head embellished with best-quality gemstones, subtly hiding a concealed watch face. However, the very essence of the designs is the contrast of materials, elegantly juxtaposed in a way that leads to creations that align seamlessly with the refined aesthetics and bold design principles of Bulgari.

Transcending time

In today’s luxury scenario, few attributes may surpass the significance of out-of-ordinary brand heritage. The Panthère de Cartier and Bulgari Serpenti are emblematic examples. They embrace symbols steeped in tradition and destined to leave an indelible imprint in the history of jewelry, remaining steadfast in their very essence, yet perpetually evolving.

What is hospitality without France? Would César Ritz have been as successful if he had inaugurated le Ritz elsewhere than Place Vendôme? Paris encapsulates the essence of luxury and what it means to live a luxurious lifestyle. Whether you focus on restaurants, hotels, or events, the French capital will always be your best choice. Paris Society sensed this opportunity, and the group reunited these three hospitality branches under one brand. Since its founding in 2008, the group has come to represent an opulent, immersive experience that combines top-notch cuisine, elegant surroundings, and architectural magnificence. The group was established in Paris and has established a niche at the nexus of upscale cuisine, lavish environments, and an exclusive culture.

A delicate Combination of Food, Ambience, and Architecture

At the heart of Paris Society’s appeal is its seamless integration of three key elements: food, ambiance, and architecture. Each venue under the group’s umbrella is designed to evoke a sense of wonder and indulgence, with every detail curated to create a sensory journey. Using the best ingredients, many of which are locally obtained from French suppliers, the culinary offerings at Paris Society businesses are distinguished by their quality and inventiveness.  The architecture and interior design of each Paris Society venue are equally impressive. From historic Parisian mansions, like the newest addition to the group, Baronne in the Hôtel Salomon de Rothschild, to sleek modern spaces, the group works with renowned architects and designers to create environments that reflect timeless elegance and contemporary flair while embarking the clients on an exotic trip. 

A Culture of Exclusivity

One of the central tenets of Paris Society is exclusivity. Through venues that appeal to a select customer looking for a distinctive, frequently exclusive experience, the organization has developed an image as an insider’s destination. Whether it’s a private dining room, a members-only club, or an exclusive event, Paris Society fosters an atmosphere where visitors feel like they belong to a select group. The discreet and attentive service that Paris Society venues are renowned for further contributes to this atmosphere of exclusivity. The staff, many of whom are educated to anticipate their customers’ demands before they are articulated, further enhances the feeling of privilege that permeates the experience. Emphasis is placed on personalization to make each visit feel unique and remarkable.

The “French Touch”: Redefining Luxury

The “French touch” transcends mere beauty; it provides hospitality characterized by sophistication, elegance, and meticulousness that is exclusive to French culture. Modern luxury was invented in Louis XIV’s court, and Paris Society incorporates this French element into every facet of its operations, from the delectable food offered in its restaurants to the opulent décor in its spaces. The French influence is most noticeable in the team’s commitment to producing a memorable sensory experience. With exquisite French wine lists and inventive food, high-end materials like rare woods and luxurious linens pay homage to the nation’s renowned heritage of luxury and workmanship. Each Paris Society venue encapsulates the French art de vivre, making it more than just a place to dine or socialize but a destination for those who seek the very best in life.

International Expansion: Bringing the Parisian Experience to the World

Paris Society has achieved its global aspirations through its international expansion plan, which aims to bring the distinctive Parisian lifestyle to other countries. The group has expanded its reach to international cities like Dubai, Ibiza, and London, where its venues have come to represent elegance and sophistication with a distinctive Parisian touch. Paris Society’s international development has involved more than just copying the Parisian model; instead, it has engaged customizing its offerings to fit the distinct cultural circumstances of each new area while preserving its distinctive fusion of modern flare and French elegance. The organization maintains its status as a worldwide known icon by providing the same superior service, exclusivity, and quality visitors anticipate from a Paris Society experience at its overseas venues.

“J’ai accompli de délicieux voyages embarqué sur un mot”,dreamed Honoré de Balzac in Louis Lambert, Paris Society accomplished delicious trips embarked on a plate and on a dance floor. The group is a shining example of French luxury, combining exquisite cuisine, stunning architecture, and a sophisticated sense of exclusivity to provide an unmatched level of hospitality. Its successful international expansion has brought the elegance and appeal of France’s capital to the most cosmopolitan places on earth, thereby extending the Parisian lifestyle to the rest of the world. By doing this, it has reinterpreted what luxury is and established a new benchmark for hospitality that successfully balances history and modernity. As the organization keeps growing and changing, it continues to represent luxury and sophistication, where the “French touch” is embodied for a worldwide audience.

Ambroise de Valicourt.

STORYTELLING AND ITS IMPACT ON PERCEPTION

Storytelling is a powerful tool, which transforms the runway into an immersive unforgettable experience. Once the audience is engaged in a story, the runway is no longer about just showing clothes – it’s about conveying a feeling, telling a narrative, immersing the viewer into the concept behind the collection. When it comes to the impact of storytelling on the perception of the fashion show, we can distinguish three categories – stimulating emotional engagement, providing context, and affirming brand identity.

Storytelling allows creative directors to use emotions as an instrument to invoke long lasting, memorable impact on the audience. One way to achieve this is by connecting the experience to a universal human feeling such as love, pride, joy, freedom, or nostalgia. Valentino’s 2019 Fall collection was very much centred about romance and love, and the centrepiece was a huge installation that read “The people you love become ghosts inside of you and like this you keep them alive”, setting the theme for the show. This leads us to a second way to invoke emotions – though the atmosphere, and the use of music, lighting, and props. Versace’s Fall 1991 show became known as the show of freedom, the one blending the spirit of the 90s pop culture with fashion, as Gianni instructed the supermodels Linda Evangelista, Christy Turlington, Naomi Campbell and Cindy Crawford to close the runway walking together singing George Michael’s Freedom! ’90 song. Another way to achieve such an impact is through tying the show to a character or an event, thus building a sense of escape or fantasy. Alexander McQueen’s Fall/Winter 2006 collection The Widows of Culloden conveyed an eerie, mystical feeling, as it commemorated the women who were widowed following the Battle of Culloden in 1746 and displayed McQueen’s tribute to his Scottish heritage. Overall, increasing the emotional engagement through storytelling generates memorability, creates ties with other art spheres, and transforms fashion into a powerful art. 

The second function of storytelling is to provide context for the collection. This could be a way to showcase a historical or cultural background, the designer’s vision, or a social or political message. Dior’s Fall/Winter 2019-2020 collection was in collaboration with feminist artist Tomaso Binga, which created a different perception of the collection, gave a narration to the product. The show took place in the Rodin museum in Paris, and the set was a display of the artist’s Scrittura Vivente – an alphabet where all letters are made by the artist posing naked (a very poetic way to say “I mean, I signify, I say”). The runway honoured feminism and it wasn’t a coincidence that Maria Grazia Chuiri chose such an impactful artist to provide the context behind her vision.

The third function of storytelling is to affirm brand identity, to show what the brand stands for, what it’s signature style is. A very recent example is the SS25 fashion show by Dolce&Gabbana, where all the models wore Madonna-like wigs. Dolce&Gabbana are known for the sensual, charming, and powerful nature of their designs, and their most recent collection was no exception, as it used the character of Madonna to form a play on femininity and dynamics, to merge the past and the present. Madonna is an icon, and Domenico Dolce and Stefano Gabbana’s creations give women the confidence to be bold and iconic just like her. Entitled Italian Beauty, the collection celebrated Madonna’s influence and captured the charm of Italian women. “This collection pays homage to an iconic and powerful female figure, immortalised by cinema through the decades, capable of asserting her personality while staying true to herself” is what the designers said about the collection, and there is no better way to express it than this. 

THE PSYCHOLOGICAL PERSPECTIVE

As we established, storytelling is a transformative tool in fashion shows, as it creates experiences, narratives, and generates positive, identity-related and even spiritual emotions, deepening audience connections. Since runways are typically not meant to provide utilitarian values, but rather access the hedonistic desire for meaningful experiences, the experiential factor generated by telling a story is key.

The first factor that is positively impacted by storytelling is the ability to persuade the audience – stories create experiences, and we make decisions based on cause and effect from our previous experiences. By using storytelling as a tool to influence the audience, it is possible to make the attendees think that the brand’s idea is theirs through emotional relations. 

A brand is able to truly engage the audience beyond the aesthetics by utilising metaphors – an instrument that activates the part of the brain that controls the senses. According to Uri Hasson’s research from Princeton, a storyteller (the brand), and listener (the attendee) can synchronize their brain activity, particularly in the insula cortex – the part of our brain which helps us emotionally relate to experiences such as joy, inspiration, disgust, fear, and pain. This creates a “brain alignment” which makes the listener emotionally resonate with the story and experience it as if it were their own, thus connecting to the brand’s identity and making the show’s narrative more memorable and impactful. Additionally, when information is presented as a story rather than just facts, people are able to remember it 22 times better, meaning that not only will the attendee’s audience be captured, but the long-term memory retention of the runway’s visuals will be enhanced.

Beyond converting visual information into more profound understandings—tying the clothing to the artistic vision and incorporating it into the brand’s core identity—employing narratives has also been proven to have a positive quantifiable effect. Fashion brands who introduced storytelling into their strategy experienced a rise in conversion rates by around 30%. Lastly, after providing an emotionally stimulating experience, the attendees are more likely to become brand advocates. This form of word of mouth is particularly powerful because it combines both intrinsic motivations (such as feeling connected to the brand’s philosophy and artistic vision) and extrinsic motivations (such as creating meaningful relationships based on sharing thoughts and interpretations of the show’s symbolism), ultimately amplifying the brand’s reach and reputation through authentic reviews.

STORYTELLING IN THE RECENT RUNWAYS SHOWS

Storytelling was also not missing from recent runways, evident through show notes, subtle symbolism, and even unintentional moments turned into viral narratives.  

As seen during Milan Fashion Week SS25, Bottega Veneta’s show was a perfect example of the impact of a strong storyline on the public’s perception of the collection and overall fashion show experience. By taking the audience through a life-spanning emotional narrative, Bottega Veneta’s Matthieu Blazy transformed fashion into more than just clothing—it became a vehicle for self-reflection, identity, and connection. The show took attendees on an emotional journey through childhood, adolescence, and adulthood. Oversized clothing symbolized a child’s curiosity in a time when “anything can happen, however fantastic, and we are not so bound by normal expectations and conventions”, stated the creative director, while leather and grunge aesthetics represented teenage angst and the transition to adulthood. Through this powerful connection between the art and the storyline, not only were the complexities of human existence brought to the attention of the viewers, but every individual was brought back in time, looking at their childhood through a mirror and reconnecting with the joy of dressing up as they once did in their parents’ oversized clothes. Thus, the collection managed to tell a relatable narrative about our everyday lives, presenting familiar characters such as the dad bringing his daughter to school with a pink backpack on his back, and challenging adults to give up the overly curated grown up sophistication for authentic playfulness.

A similar approach was adopted at the Coperni show during Paris Fashion Week SS25, where the collection was divided into three narrative sections, illustrating the evolution from childhood to adulthood as seen in beloved Disney films. This was done through symbols such as princesses, mermaids or villains, with opening looks embodying a sweet and nostalgic character leading up to the darker progression signalled by claps of thunder. What truly made this show stand out as a testament to the power of storytelling was the media awareness and commentaries surrounding Kylie Jenner’s appearance in front of the Sleeping Beauty Castle. This moment has been interpreted as a reference to fairytales, beauty standards, and the princess in a castle imagery as a critique of modern celebrity and perfectionism, proving that stories can be impactful even when not explicit. A symbol has value in itself by allowing the audience to speculate, become creative, and show their engagement by coming up with their own interpretation and ending to the story. 

It is interesting, however, to also look at moments of unintentional storytelling and how these generated an impact on the show’s success. Although Anok Yai’s runway malfunction at the Vetements SS25 show during PFW was not taken into account when creating the storyline, the audience was captivated by this moment, turning a mistake into a narrative. Therefore, the model “decided to go from elegant to defiant bride, hoping the character switch would work” — and it did. The unplanned, symbolic moment quickly went viral on social media, sparking audience conversations about the “perfect mistake” that added artistic depth and inviting new interpretations of its meaning—reinforcing the power of storytelling to capture attention and drive engagement.

CONCLUSION 

Storytelling, relying heavily on psychological theories and mechanisms, is therefore an important concept for brands in order to convey emotions, explain their designs and create a brand identity. It allows Fashion Houses to engage with their consumers and bring them into their universe to build stronger relationships, loyalty and has been increasingly used in the latest fashion shows. 

Apart from the runaways, we could wonder about the impact of new technologies and social media on storytelling. If new technologies allow brands to create more immersive experiences and thus enhance storytelling, social media is also a powerful tool considering it enables brands to keep a constant link with customers and create a lasting and continuous “story” and image. 

Artists reunion or artist competition ? Every two years, the world turns its head for over seven months towards the Venice Biennale. At first, it was perceived as a simple art event whose objective was to showcase artwork but up close it was so much more than that. Could it be considered to be a celebration of creativity, a playground for the luxury clientele, or both? It has become throughout the years the place to be for just about anyone in the art world. For artists, being chosen to showcase their art work there is a privilege, for collectors to be invited is a blessing and for everyone else it is a discovery. 

Indeed, it all began on the 30th of April 1895, with the inauguration of an art exhibition in the Giardini di Castello in Venice, demanded by the Venetian City council and patronned by the mayor of Venice, Riccardo Selvatico. Mainly it was done in order to celebrate the silver wedding of the King Umberto and Queen Margharita di Savoia. With over two hundred thousand people attending at the time, this show of artwork proved that this had to become a recurring event since it was installed – its essential goal was to focus and celebrate contemporary art as well as promoting Venice as a cultural capital, and on a larger scale it was Italy hosting the first large scale international art exhibitions. 

Initially, it mainly focused on Italian artists although over time it began to diffuse international works of art through the creation of National Pavilions. These pavilions, each from different countries, were initiated with the one created in 1907 by Belgium, thus permitting each country to showcase their countries’ cultural heritage. It also allowed such countries to point out and interpret contemporary concepts and issues. At that time, the biennale was seen as a place to be attended by the aristocracy in order to socialize and it was, and still is, a travel destination. Nowadays, it is not only an art world event but also a networking opportunity for artists and collectors, which can potentially lead them to find investment worthy pieces that have been influential. As any other major event in the world today, it is massively reported and influencers attend to film the social media part making it possible for it to attract a wealthy clientele. 

Due to the fact that it is a Biennale, this art event happens every two years. Whilst it began simply as an art showcase, the initiation of the Biennale of Architecture in 1980 paved the way for a wider range of cultural events such as a music biennale, a dance biennale and even a film biennale.  

For every Biennale, a new theme is chosen to set the tone for the art work displayed that year. Its artistic director spends years preparing and carefully handpicking artists whose work align with the focus of that Biennale, most are invited to the main exhibit which takes place in the Arsenal, the old Venetian shipyard; however, for the national pavilions, each country decides who to pick and how to interpret the main theme. Some countries decide to implement an artistic competition, others invite the artist who has the task to work with the theme to create something magical to represent their country in the Giardini. Often the themes are there to address pressing global issues. For example the 2022 theme, “The milk of dreams”, chosen by the artistic director at the time, Cecilia Alemani, explored the post covid human transformation and aimed to rethink humanity in relation to nature and technology.

In a way, the biennale of Venice can be interpreted as a competition for the artists displaying their artwork since it awards prizes to recognize outstanding artistic achievements through the Leone d’Oro that goes to the best national participation, then to the best artist through the lifetime achievement given to the artist that has made significant contributions to the contemporary art world. Additionally, the Leone d’Argento is awarded to a promising young artist, therefore to emerging talent. Finally, the jury can give Special Mentions to individual artists who have made impactful contributions.

Venice during this time period of the year, meaning from the months of May to November, becomes a major tourism hub since the Biennale has surpassed the status of an art event, it has essentially become a business. In fact, it is run as a business, with a president, currently Roberto Ciccutoo, who has been appointed by the Italian Ministry of Culture as well as a board of directors which oversees the strategy behind the Biennale. Finally, there are the artistic directors who in the case of the Art Biennale select the central exhibition, the participants, the theme and the layout. The whole event is managed by an administrative team that handles logistics, marketing, sponsorship and partnership. 

Sponsorships play a big part in making the Biennale possible every year since they create funding like American Express did this year in the 2024 Venetian Biennale. Low price ticket sales has made it possible for the Biennale to become more broadly accessible. 

This world art reunion, in the days preceding the public opening, includes collateral events and succeeds in attracting wealthy clientele by having tailored luxury experiences. For example, VIP previews are crafted to accommodate celebrities, royals and art collectors but also high-profile parties in Venice’s most stunning palazzos. As well as luxury hospitality with five star hotels like the Gritti Palace and Aman Venice, private boat rides and concierge services add to the sense of exclusivity. Private tours can be arranged to gain an insider perspective from curators. Some exclusive showrooms like pop up boutiques are also present. The Biennale is a prime destination for wealthy collector scouting and there are auction houses’ present like Christie’s and Sotheby’s who often host events. Yet it is mostly the presence of celebrities that attract luxury clientele and media coverage. 

Much of the Biennale is funded by private art galleries, companies and luxury brands that seek to market their goods to a high profile clientele. 

Focusing on artists from all backgrounds, the Biennale has an objective: to express the reality of our world by keeping up with new technologies,  embracing modernity and touching on current issues such as the environmental crisis.

In the end, the Biennale is beneficial for all, it is the thermometer of the art world, generating fruitful encounters and new artistic concepts. It is public, it is private and is also political. Everything is interweaved.

It is one of the, if not the most important art events in the art world.