High-end fashion has historically not been a place for laughs. “Humour definitely isn’t the usual territory for luxury brands, because luxury generally projects an elevated image, an image of desire, and not of accessibility,” explains Florence Bellisson, president of BETC Étoile Rouge, the luxury arm of agency BETC, which has a roster of luxury clients including Louis Vuitton, Lanvin and Yves Saint Laurent Beauty.
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