Difficult to dream more beautiful advertising

Difficult to dream more beautiful advertising. As every year at the same time, the new novel by Amélie Nothomb throne in the Windows of bookstores. With, this time on the cover, a portrait of the author signed Harcourt. The result of a meeting at an evening event between the writer to success, "The journey of winter" is published by Albin Michel, and home to the highly recognizable style.

Present also on posters announcing a Paris meeting of signatures of the novelist, this photo summed up the various activities of the photographic company celebrating its 75 years: portraits, campaigns for claws and demonstrations on behalf of companies or associations inviting their contacts. If, with the crisis, event evenings stalled, their is offset by individuals from more that prior to immortalize their traits or their families. In these uncertain economic times, the timeless character of Harcourt was certainly of reassurance. Faithful to the tradition, most clients also choose a black and white image.

"Enter into myth."

When the client passes the gates of the studio in the 8th arrondissement of Paris, it is an experience. As in Cannes, she starts by a carpet with Red Carpet arrivals. At the top, the visitor is greeted by a giant portrait of Carole Bouquet. Once in the hall, whatever its age, it find its bearings, portraits of actors declining Gérard Philippe to Jean Dujardin. In the make-up room, the winks at the cinema will flare straight out of "Beauty and the beast" of Cocteau of "The Barber" of the Coen brothers Barber Chair. With respect to taking room projectors, are the same as for the seventh art. "We propose each be treated as a player, in the myth." "People come here seeking a perfect image of themselves, to pass from generation to generation," said Francis Dagnan, President of Harcourt. A representation that has a price: 1.900 euros. For tighter budgets, a version called "The moment" is proposed to 900 euros.

This month, a short-lived version of the studio, in addition, opened in several stores in the Galeries Lafayette, including the flagship boulevard Haussmann in Paris. A way to reach out to new audiences. As another initiative taken by the House: makeup workshops and, soon, photo courses for half a day to discover style lovers and the framing and lighting to insiders.

"Coherent luxury universe."

It is this same timeless and glamorous atmosphere that marks. Lancel has just photographed a series of bags vintage reflecting its history and organises exhibitions around the world. For his collection inspired by the film and marketed in October, Kookai placed under the spotlight a little black dress to attract the attention of the press. Even Harley-Davidson died, putting this spring to light the Iron 883 HD. And it is the Mercedes - Benz Center that runs until late November an exhibition recounting seventy-five years of photography of stars.

But if his name remained mythical, from home in 1934 for a meeting between Cosette Harcourt - a pseudonym-, the Lacroix brothers and Robert Ricci has had a turbulent and sometimes difficult life from the 1970s, with successive redemptions. Since early 2007, when where Francis Dagnan it was over, its turnover has more than doubled and the company is today, according to its leader, the balance.

Brand extensions are underway. Candle and ambience perfume have already emerged. A book will be published. While a line of makeup is scheduled for the coming months. "The goal is to create a universe of consistent luxury," said the leader. A style that he would also export opening studios abroad, into forms appropriate to each country. A project, for the moment, slowed by the crisis.