For more than two centuries, France has stood as one of the most enduring cultural influences on the United States, weaving a complicated yet deeply connected bond marked by shared history, creative exchange and, at times, gentle rivalry. As both nations mark major milestones – 250 years of formal diplomatic relations and the U.S. semiquincentennial of its founding – a new curated exhibition at Manhattan’s The Shed titled “Hidden Treasures” pulls back the curtain on this long-running relationship through the lens of iconic French luxury craftsmanship.
Organized by Comité Colbert, the governing body that unites France’s most prestigious luxury maisons spanning fashion, fragrance, jewelry, hospitality and spirits, the exhibition brings together one-of-a-kind archival pieces sourced directly from the collections of 65 member houses and partner cultural institutions. Each artifact was carefully selected to tell a different chapter of the cross-Atlantic connection that has shaped tastes on both sides for generations. To honor the trans-Atlantic journey that brought these pieces to American audiences, every item is displayed inside repurposed shipping containers, a subtle nod to the centuries of exchange that underpin the exhibit’s narrative.
Among the most high-profile standouts on display is the soft pink brushed cashmere Givenchy coat worn by former first lady Jacqueline Kennedy during her landmark 1961 official visit to Paris. Also featured is Madonna’s iconic revealing pinstriped gown from Jean Paul Gaultier’s 1992 AIDS charity benefit runway, a replica of Cartier’s custom lunar module created to commemorate the 1969 Apollo 11 mission, and the 1782 Libertas Americana medal commissioned by Benjamin Franklin from French artisans and the Paris Mint to thank France for its support during the American Revolutionary War.
Other notable pieces include a recreated Belle Époque diamond necklace from Boucheron, originally crafted in 1899 for wealthy Irish-American silver magnate John William Mackay and his wife Marie-Louise, who commissioned 50 custom pieces from the French brand. A 1964 Veuve Clicquot advertisement is also on display, showcasing the champagne house’s clever early marketing strategy that paired its product with classic American hamburgers to reposition Champagne from a drink reserved exclusively for rare special occasions to an accessible luxury for everyday U.S. consumers.
The exhibition, which runs through the end of May, opens at a moment when American consumers now drive a significant share of global demand for French luxury goods, prompting brands to rapidly expand their footprint across the United States beyond the traditional luxury hubs of the East and West coasts and Las Vegas. In recent months, leading maisons including Dior, Louis Vuitton and Chanel have all hosted high-profile runway shows on U.S. soil, while smaller and heritage brands are also growing their domestic presence: Hermès opened a new boutique in Nashville in 2023, and Boucheron, which launched its U.S. flagship on Madison Avenue in 2024, already plans to open a fourth American location before the end of the year.
Industry analysts note that the strategic expansion into middle America follows the same playbook that drove massive growth among Chinese consumers over the past two decades. New York University luxury marketing professor Thomaï Serdari explains that over the last 15 years, French brands have successfully adjusted their product ranges to cater to a broader cross-section of American consumers, unlocking mass-market demand while retaining their elite cultural cachet.
Scholars point out that the American reverence for French cultural taste dates back to the earliest days of the U.S. as an independent nation. When the U.S. was still a young, modest global economy, established European cultures like France dominated global standards of elegance and style – a dynamic that endures today. Even before the Statue of Liberty arrived as a gift from France in 1886, and long before Alexis de Tocqueville published his groundbreaking 1830s analysis of American democracy, Americans already looked to France as the global arbiter of cultural refinement.
“American people love French elegance — the ‘je ne sais quoi’ of French luxury,” said Bénédicte Épinay, president and CEO of Comité Colbert. “It’s a deep link starting at the 18th century and still alive.”
While the global luxury sector has faced headwinds in recent years, including post-pandemic demand shifts, economic uncertainty and past tariff disputes between the U.S. and European Union, Épinay emphasized that political and economic fluctuations are temporary, and the core cultural bond between the two nations remains unshaken. “Politics and economics, it’s up and down,” she said. “We’re here to celebrate this strong cultural link between us.”
