July 22, 2015
From France to BK – Alexandre Khouri Talks Growing Brands Internationally
The promotion of multiculturalism is woven into the fabric of the work he does as a consultant. He works with foreign and even some French brands to understand the multicultural France of today, helping them decide how to carve out their own niche and voice in this society. However, he understands the struggle that is faced by those who do not match the preconceived notion of what it means to be French.
He explains that France’s approach to race is unique in some ways and has in the past led to the silencing of different voices, opinions, and looks. “In France, we are anti-race. We are still into that universal ideal that we are all humans, brothers. But that we are French before anything else. This makes us difficult to swallow, because we have diversity within our country, that is rooted within our history and now we’re facing this identity crisis as a country. We don’t have [racial] statistics. It’s really bad. It’s very French not to have statistics, because we don’t want to know how it could be used in the wrong way. France could be so much stronger knowing who it is and who composes it. And we’d still be French, even if we knew. The France of the 21st century needs to answer these questions and needs to be OK with it. Part of the country is not there yet. So it’s a struggle, but we will get there.”
Despite this, Khouri expresses optimism for the future. “I feel like Paris and France is opening itself again. It used to be so open, like a hundred years ago to the world. The whole of Europe is now asking for identity and within the European nations. We are the generation to move forward. Sometimes we’re 10 years late compared to the U.S.” However, Khouri expressed his optimism that the Internet and the brands, music, and cultures that are now able to cross borders and oceans will contribute to France’s need to embrace diversity. Fashion and style, he says plays a role. By way of example he mentions Olivier Rousteing, who is French, black, and the head of Balmain. Rousteing’s ability to transcend stereotypes and prejudices in taking over one of the most prestigious French fashion houses is a step forward says Khouri. His creations and visions reach millions around the world and help people to change their perceptions of what modern France looks like today.