The Reinvention of French Luxury
Caroline Putnoki, in her speech, highlighted the importance of bringing the French concept of "art de vivre" to Latin America. According to her, the region's public is not as familiar with this sophisticated vision of life. "We are here to show this appreciation for beauty, history and antiquities, and how France manages to reinvent itself every year," said Putnoki. She mentioned the evolution of French luxury, especially in times when sustainability is at the center of global discussions.
Challenges and Sustainability in the Airline Sector
Manuel Flahaut of Air France-KLM highlighted the sustainability challenges in the airline industry, which is recognized as one of the most difficult to reduce carbon emissions. “For us, the big challenge is to balance the premium experience with sustainability, and we are working to launch new services and increase the use of sustainable fuels,” said Flahaut. He stressed the importance of reducing environmental impact, from the use of suppliers to the daily operations of aircraft.
Moët & Chandon’s Sustainable Legacy
Mateus Turner de Godoy, representing Moët & Chandon, outlined the brand’s vision for the next 280 years, aligned with its Natura Nossa project. “Being the largest Champagne house in the world comes with the responsibility of leading change. We are committed to protecting the heritage and history we have been given,” said Turner. He detailed the brand’s sustainable initiatives, such as reducing the weight of bottles to reduce its carbon footprint and using biodiesel trucks in its operations. “Our goal is to reduce our carbon footprint by 50% by 2030,” he added.
The Value of French Etiquette
Another highlight of the event was Evelyne de Mascarel, an expert in French etiquette, who highlighted the importance of politeness and traditional values in contemporary society. “Politeness begins with respect for others, something as simple as the way you greet someone. This is still fundamental today,” said Evelyne. She stressed that, even with modernization, respect for social codes and French traditions remains a central part of the luxury experience.
The France Excellence 2024 event highlights how leading brands and industry leaders are rethinking the concept of luxury for a more sustainable future. Among the topics covered, it was clear that luxury is not just a question of sophistication, but of responsibility towards the planet and people. The event will take place on the 18th and 19th in Cidade Matarazzo in São Paulo with business rounds and other lectures, reaffirming France's commitment to innovation and sustainability in the luxury travel sector.
Report and photo: Mary de Aquino.