“I think its extremely difficult to describe. But I have a theory. …. I we cut the head off the king some centuries ago and since then its something in France … you don’t do is to show your money. To show you have money is to be tacky. That’s something thats completely forbidden in France. ….. so you never show and I think that’s really deep inside us …. the biggest families in France, no one knows them. Even in the fashion business, the biggest families in the world are french. Lvmh and Kerring are French. You never see them on TV. You never talk about them. They always dress the same with the same suits. We have the culture of discretion …. that’s something I think starts French style. Even a very stylish lady … will never have like a big ring or Rolex with diamonds. It’s always something matte. You know, not tacky, not shiny. and I think the French elegance comes from here. I am not saying the others are not elegant but French elegance is about something discreet and low profile. If you have a car and put a lot of money in the car, you would prefer like a vintage Porsche or vintage Aston Martin that only the connoisseur know … I think my definition of French style is the best (high) quality that no one can see. …. I think the French girl is a girl who doesn’t think about her style. It’s like the old sweater, an old Barbour, 501 …. we have a very deep aristocratic culture in France thats really low profile and no one can talk about it but in the aristocracy, the goal is to buy the best product new and then to wear it as long as possible. and you give it to your daughter. Your daughter have like a new jeans but with very old sweater. and this mix of well-made and timeless pieces. I think thats the French style ….. the first thing is the elegance is inside … it’s the way you talk to people, the way you act, the way you … everything you do in your life … that’s elegance. If the question is about what to buy and how to consume, to me is to consume a little bit less and to consume better. Thats a sentence that you hear all the time but i think that would be good if more and more people (learn about quality) ….. buy less and buy better.”