#MCCOTInterview {26}
Virginie Bamberger, the busy Lady behind the Comité Montaigne
Situated between the Rond-point des Champs-Élysées and the Seine, 615 m long and 33 m wide and embellished with gardens surrounded by gold-tipped gates, Parisian Avenue Montaigne is with no doubt one of the most elegant and Luxury shopping avenues in the world. In 1970, the Comité Montaigne was born as an association of all the luxury boutiques, restaurants, hotels and theaters located on rue Montaigne and rue François 1er. In 1995, French manager Virginie Bamberger joined the team as Director. Together with the chairman, Alain Quillet and all the staff, she works hard behind the scenes to continue to make this place the most beautiful fashion avenue in the world and keep this showcase that makes the whole world dream. She is a passionate and proud multitasking businesswoman: she manages the events, the members, and the financial aspect. She joined force for one special event and never left. She fell in love with this charismatic avenue with such a one-of-a-kind story. Last 15 th September, the committee has organised the annual Walk for an Exceptional object. Let's discover more chatting with Mrs Comité Montaigne.
By Hélène Battaglia
Who are you?
My name is Virginie Bamberger. I have been the director of the Comité Montaigne for several years.
Do you have a background in the Fashion and Luxury Industry?
I have a master's degree in luxury. I have always worked in the luxury industry because I love this sector and this very special atmosphere.
When did you join the Comité Montaigne?
I joined the Comité Montaigne thanks to the Vendanges event in 1995 and I have never left.
What are you in charge of?
I oversee everything. I have a global vision of Comité Montaigne. I manage the events, the members, and the financial aspect.
When and for what reason was the Comité born?
The Comité Montaigne was created in 1970 to federate and promote all the brands located on Avenue Montaigne. The Comité Montaigne is committed to promoting the image of Avenue Montaigne and Rue François 1er in Paris, in France and throughout the world. The Comité Montaigne brings together most of the fashion and luxury Maisons “houses” located on Avenue Montaigne and Rue François 1er. It organizes events that mark the Parisian agenda, such as Les Vendanges Montaigne, La Promenade pour un Objet d'Exception, Les Catherinettes, Christmas Montaigne and the Illuminations.
The Comité is involved in the organization of events which celebrates the hard work behind the scenes of the prestigious Maison as well as charity events. Could you tell us more about those activities?
It is important for us to promote luxury but also to be involved in
external issues. That's why we regularly associate an event with a cause that
is close to our heart so that we can support them.
What is the special event 'Les Vendanges' about?
Since 1989, the Comité Montaigne has established a tradition by organizing one of the most chic parties in the capital every other September. This evening highlights the French art of living between the famous luxury houses and the greatest names in wine and champagne. The ambition of the Comité Montaigne through this event is to present a preserved vision of French luxury, to establish a privileged link between clients and the Houses, and to gather around a festive gathering. "Originally, the Vendanges event was the desire to bring together what makes the reputation of France: luxury, couture, high jewelry, culture, the hotel industry and of course wine and champagne. It was therefore essential to bring together all these players around a special, light and festive moment.
Every year, you celebrate the Sainte-Catherine, a uniquely French Custom of the Haute Couture whose protagonists are the dressmakers also called 'Les petites mains'. What's exactly happen?
The feast of the Catherinettes remained very popular until the middle of the 20th century. The tradition of St. Catherine's Day dates back to the Middle Ages. At that time, unmarried 25-year-old girls dressed in extravagant outfits and hats and went in procession before the statue of St. Catherine to adorn her with flowers, ribbons, hats... in hopes of finding a husband. But more than a medieval tradition, it is a festival in tribute to the artisans of fashion. Since 1920, Saint Catherine's Day has been chosen by the Maisons de Couture as a day off to demonstrate their know-how, create extraordinary hats and honor their young talents, 25-year-old women and 30-year-old men. The Catherinettes remain a French cultural exception in the major Parisian Couture Houses. Today, in the workshops, the party is in full swing! In the greatest secrecy, the little hands make their hats and compete in creativity. It's an opportunity to show the dynamism of the sector and the talents that work in the workshops and boutiques with a lot of humor, lightness and elegance. And the boys too...The Comité Montaigne honors young single men in their 30s, commonly called "Nicolas". The boys also take part in the game of making an original and festive hat! For Saint Catherine's Day, the Comité Montaigne organizes a show where a hundred young girls and boys present their creations on the steps of the Théâtre des Champs Elysées in front of an exceptional jury.
The Comité Montaigne is proud to be French but since many years, it has established international partnerships worldwide, hasn't it?
It was important for the Comité Montaigne to get closer to the avenues that were like it. The world is changing, and we travel a lot. Brands have established themselves all over the world. We had to follow them to create links all over the world. In 1989, the Comité Montaigne crossed new borders and moved closer to Japan and the most elegant avenue in Tokyo, Ginza Street. In 1998, we strengthened our ties with Asia and Japan by signing our second twinning agreement with the Sakae-Machi district in Nagoya. Avenue of luxury and elegance, Sakae-Machi is the perfect representation of the Avenue Montaigne. In 2008, the Montaigne Committee got closer to Belgium by sealing a friendship pact between Avenue Louise in Brussels and Avenue Montaigne in order to contribute to the cultural and economic development of these two districts. Numerous actions are regularly undertaken between the two Committees such as the setting up of the Louise's Harvest in alternation with that one of Montaigne. The latest twinning to date, on June 5, 2014, the Comité Montaigne set out to conquer Germany by moving closer to the Königsallee, the emblematic avenue of Düsseldorf, considered as the most elegant place in Germany to shop; this twinning has created close ties between the two countries.
The Avenue Montaigne is internationally renowned, but could you tell us how all this started?
Avenue Montaigne is an avenue that makes you dream; few places in the world have such a history and such a concentration of the greatest luxury houses. Situated between the Rond-point des Champs-Élysées and the Seine, it is 615 m long and 33 m wide and is embellished with gardens surrounded by gold-tipped gates. Wanted by the greatest of the world, from Napoleon to Christian Dior... It was desired and desirable. Every glance at Avenue Montaigne inspires the elegance and evolution of Paris. The history of Avenue Montaigne began with the creation of the Théâtre des Champs Elysées in 1913, then the Plaza Athénée Hotel and finally the House of Dior, which moved in immediately after the end of the Second World War. The story was launched. All the great fashion houses came to set up shop. Christian Dior, without doubt the couturier whose links with the avenue are the strongest and the one whose name has spread the most around the world, is the perfect ambassador for the Avenue Montaigne. After starting an art gallery with the help of Jacques Bonjean and Pierre Colle, where he was one of the first to exhibit Dali and Giacometti, in 1946, he convinced the industrialist Marcel Boussac to finance his Maison de Couture. On 16 December, he moved into the Million d'Ailly de Verneuil mansion at 30, Avenue Montaigne.
By the way, is there a special anecdote regarding its history?
Long before the 19th century, the avenue Montaigne was called the avenue of widows because it was here that young girls walked to meet men. In, 1770, the place was refined with the planting of several rows of elms by order of the Marquis de Marigny. It was so pleasant to walk around that it was even given a more mischievous nickname: " Allée des Veuves" (Widows' Alley) in allusion to the lonely ladies who wandered around there, looking for a companion. And it was at the foot of one of these elm trees that a large part of the crown jewels stolen from the furniture guard in September 1792 was buried. It was not until 1850, at the dawn of the Second Empire, that this avenue with a rich future was named after one of the greatest French writers, the author of the Essays, Michel de Montaigne!
What's next?
Continue to make the avenue Montaigne the most beautiful fashion avenue in the world. Keep this showcase that makes the whole world dream.
All the pictures are Courtesy of Comité Montaigne & Mrs H.B
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