Pierre Cardin
1:45
Pierre Cardin
Aug 31, 2020
AlloCiné
Pierre Cardin became a luxury legend, then accidentally invented the fastest way to kill luxury: putting his name on everything. Licensing turned a couture icon into a logo you could find on pens, knives, cigarettes, and discount-store clutter. And once a brand becomes everywhere, the brain stops treating it as special. That dilution was so extreme the industry coined a term for it: “Cardinization.” The lesson is simple: exclusivity and ubiquity cannot coexist. You can be luxury, or you can be e
1:50
Pierre Cardin became a luxury legend, then accidentally invented the fastest way to kill luxury: putting his name on everything. Licensing turned a couture icon into a logo you could find on pens, knives, cigarettes, and discount-store clutter. And once a brand becomes everywhere, the brain stops treating it as special. That dilution was so extreme the industry coined a term for it: “Cardinization.” The lesson is simple: exclusivity and ubiquity cannot coexist. You can be luxury, or you can be e
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