Officially, the trend would be for recovery and recycling: today, we do new with old. And yet, there are many, conversely, to make old people with new. Bought by LVMH, the Buly house (“founded in 1803”, according to the legend of the label, but truly created in 2014) calls itself “pharmacy” and sells false old creams, old -fashioned ointments and combs eyebrows, from the poorly identified time when we painted eyebrows. Nostalgia has massified and invented roots are part of the business of all kinds of brands, like Moleskine whose notebooks (created in 1997) claim to be those, legendary, Ernest Hemingway (died in 1961) Under the pretext that the writer described a notebook in the Paris book is a party.
While we are talking about adapting to a new era and climatic challenges, brands recreate decorations of old woodwork and silver theirs to sell bowls, sweeps or jams out of prices but marketed in values Formerity. As if photos of families of the “Thirty Glorious” had the same nostalgic power for all, the 53 bakeries-Sandwicheries leaf are decorated with the same digitized reproductions of family photos in black and white of the parents of the founder of the brand.
“If you do not put family photos, you feel at the hotel”, decodes Jean-François Fleelette, whose shops are also equipped with real-false fireplaces. The new breweries are looking to look patinated from the opening. “Our elders to us, it is Mamie Bellanger and Papi Dubillot”, indicates on his site the group Nouvelle Garde, including the three Brasseries Dubillot, Boulanger and Martin – “Halts enjoyable in a period of time” – opened in a Vintage paris… post-2019. It seems to be called “the authentoc”.
What we recognize them
They use the words “workshops”, “house” or “manufacture” to talk about their business mounted three years ago without workshop, house or factory. They found a great grocer or a restaurateur ancestor, whom they say they have been inspired. They do not create false old, they “bring back life”. They have an antenna in the pole and another in New York. On their website, there is always a “story” part. They are delighted to have a franchouillard name: with the word “house” in front, it can give the impression of having been “founded” there are three generations. They will play sports in the factory room, but have never worked at the factory.
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