Built on Heritage: French Brands Don’t Chase Trends, They Create Them

There’s something about Paris that feels like it’s constantly unfolding. Beautifully, intentionally and with purpose. One of the biggest takeaways from this first week was observing how the French truly work to live, not live to work. And that cultural mindset is deeply woven into how brands here communicate.

One of the most insightful visits this week was to Chanel. Yes- that Chanel. As one of the first stops on our trip, it set the tone for understanding the intersection of legacy and innovation. Chanel, a brand so rooted in history, somehow continues to feel modern, fresh and incredibly relevant. The marketing team spoke about how every campaign aims to honor Coco Chanel’s original vision, while still aligning with today's consumer values and media behaviors. It reminded me how rare and valuable it is to maintain brand consistency over decades, without becoming outdated. 

The idea of balancing heritage with modernity is something I don’t see as much in American advertising. In the U.S., we're often chasing trends, speed and virality. Here, it feels like there’s more intention, more storytelling. It's less about grabbing attention and more about earning it.

Now I hate to call favorites, but visiting DSM-Firmenich was unlike any educational experience I’ve ever had. We visited the DSM-Firmenich headquarters to present our concept briefs that we submitted a couple weeks prior. After our presentations, we were surprised with the physical creation of our proposed fragrance. Each group's own perfume, bottled and brought to life. Seeing a concept move from pitch to product in such a refined, sensory-driven environment was surreal. It made me realize how storytelling in marketing can quite literally be experienced. Now, not only do I have insight into an industry that’s not easily accessible, but I also have a one-of-a-kind souvenir to commemorate the moment. It's something I’ll keep forever.

"Sunday Morning In Paris"

This week gave me a shortlist of companies I could genuinely see myself applying to. But beyond that, it offered a deeper appreciation for branding that isn’t just loud or trendy, but layered, intentional, and true to its roots.

Merci beaucoup Paris! I hope to return not just as a visitor, but as someone contributing meaningfully to the legacy these iconic companies continue to build.