In response to the tariffs imposed by the Trump administration, the French luxury sector, through the Comité Colbert, reminds us of its role as a “catalyst of cultural diplomacy”. This takes place as part of an exhibition entitled “Hidden Treasures, 250 Years of Franco-American Luxury Stories”.
Sixty luxury houses and cultural institutions, including Hermès, Chanel, Balenciaga and Celine, are taking part in the new exhibition. It is organized by the Comité Colbert from May 26th to 31st, 2026 at the New York cultural center The Shed – Hudson Yards. “This is a record number of participants for an international event of this kind,” said the organizers in a statement.
The goal is clear: to commemorate the role of the French luxury sector in the history of the United States. This is done through historical stories that illustrate the mutual influence of both countries.
The cultural event, which only lasts a few days, is divided into five chapters. It is “a tribute to the ceaseless creative dialogue between our countries,” explains Bénédicte Épinay, Chief Executive Officer (CEO) of the Comité Colbert, in the statement sent to FashionUnited. “‘Hidden Treasures’ shows how French luxury and heritage have acted as a catalyst for cultural diplomacy for more than two centuries. They have also served as a universal language of elegance, innovation and shared influence.”
To underline the current importance of French luxury in the USA, the organizers are publishing the results of a study together with the announcement of the exhibition. The study was conducted by The Heart Monitors, a US consulting firm, among 600 US consumers aged 18 to 60. All respondents had purchased French products in the previous year.
The result is positive. It confirms that the “deep emotional connection to France extends far beyond the circle of traditional luxury consumers”. For this target group, “French” is not perceived as an unattainable ideal, but rather as an accessible form of sophistication that enriches their everyday life.
An exhibition dedicated to French ‘soft power’
The choice of exhibition location is not without political allusions. In 2019, The Shed was at the center of a heated controversy. At the time, several fashion designers, including Rag & Bone and Prabal Gurung, boycotted the center, The Guardian newspaper reported. They refused to present their collections there as part of Fashion Week.
Their goal was to protest the financial ties between Stephen Ross, the developer of The Sheds, and Donald Trump. Since then, the situation has returned to normal and several brands have returned to hosting their fashion shows at The Shed premises. However, it is noteworthy that this place, symbolically linked to historic support for Trump, is now becoming a stage for French luxury. Here the industry is defending its interests against the Trump administration.
Finally, as the statement emphasizes, the exhibition also aims to celebrate 250 years of Franco-American friendship. It is therefore strategically aligned with the 250th anniversary of the Declaration of Independence of the United States in 2026. This is an opportunity to remember on the eve of the national holiday that French luxury is not a simple commercial import. Rather, it is a historical part of American identity that emerged from the friendship between Lafayette and Washington.
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