Why Gucci and Dior want to rebuild Notre-Dame

IF the fire at Notre-Dame cathedral had happened 20 or 50 years ago, France’s luxury fashion houses would surely have rushed to support its reconstruction as quickly as they did in 2019.

There is no doubting the sincerity of LVMH, Kering SA and their founding families, who led the way with donations after the devastation earlier last week. The city of Paris, its streets and landmarks, have held a special role as the artistic centre of the industry since its earliest days, so to restore what has been lost is to preserve its own history.