The space craze has gripped the fashion industry, from Chanel’s No.5 fragrance campaign featuring French actress Marion Cotillard dancing on the moon to the proliferation of NASA-branded apparel from brands ranging from Coach to Balenciaga.
, whose clients include Nicolas Gaume, cofounder of Orbite, which plans to launch an astronaut training complex in the U.S. open to all space enthusiasts.
For high-net-worth individuals who’ve seen it all on this planet, a trip to space may prove the ultimate high. But Bernard is keenly aware of the public backlash triggered by the billionaire space race, which saw Richard Branson and Jeff Bezos successfully fly to space in 2021. “In terms of innovation, we wouldn’t be able to have online meetings today without space. We wouldn’t have GPS, semiconductors, LED or water purification systems. Even baby formula was created decades ago thanks to research conducted for the first space explorations,” Bernard said.
“If you look at the representations of ancient religions, the moon is a key element,” he said. “It also represents a more dreamlike way of talking about luxury, about becoming and starting over. That’s why we gravitated toward that theme, rather than a desire to connect with cosmogony or space.” Mercedes-Benz is another brand that has delved into the imaginary potential of the cosmos. In late October, it staged an immersive event titled “Entergalactic” at the Rodin Museum in Paris to celebrate its collaboration with American rapper Kid Cudi inspired by his “Man on the Moon” album trilogy.
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