Arts fashion style Italian
When Louis XV King of France was born on 5 September 1638, style, fashion and art were dominated by the Italians as part of their history build up over several centuries.
Marketing the French
He became the ‘Protector’ of literature (Académie Française) allowing to flourish Molière, Racine and La Fontaine. At the same time he also patronized visual arts and music.
However his most important achievement was the conversion of the hunting lodge in Versailles into the impressive extraordinary Palace of Versailles.
His goal was to promote the craftsmanship of the French by exposing it in his palace. Not only the palace was a continuous exposition of art and style, but also the famous gardens. The rest of the world followed suite on style of buildings, interiors (Rococo), fashion and gardening. Even the British Royals and nobles.
The marketing show piece
Not solely the gardens were one of kind, but the main show piece was the Hall of Mirrors were light was abundant because of the large windows and the mirrors on the other side reflecting the light or sunlight. In those days castles had dark interiors due to their thick walls and tiny windows. This was the place to be for parties in the world.
By not only moving the entire Royal Court to palace of Versailles, but also imposing all the nobles of France to live in the condoms in the palace, he had a grip on both their presence, thinking, activities and their style.
He succeeded in achieving absolute monarchy by increasing the Crown’s influence and authority over the Church and aristocracy.
He was picky on their clothing and their appearances. His wife Marie Antoinette focused on spending on fashion, make-up and style.
As a great marketer he brought entertainment for his audience: he made a show out his own life as nobles and guests were invited to participate in his getting dressed, breakfast and lunch. Or watching him and his queen walk by through the hall of Mirrors from his private apartment to the chapel.
He used this kind of entertainment as marketing of his style and also to give his nobles something to aim for: being allowed to be near the Sun King.
The marketing legacy
Even almost 300 years later after his death style, fashion and arts are of French origin in many occasions. This he achieved solely taking the lead from the Italians and giving it to the French. Of course at a high cost as the French weren’t so keen on his activities and spending of their tax money for his pleasure, prestige and marketing of France.
He achieved this by spending large amounts of money (from taxes) and entertaining the nobles and his guests in the gracious environments of the Palace of Versailles while showing off style and fashion during a long period (over 50 years) of his life.
Marketing will cost money, tenacity and even a show piece, but also creativity and requires new ideas and concepts to be promoted. All contained in an entertaining package in order to keep the attention of the audience.