Glossary
Maison
/may-ZONH/
A luxury house - generally European, generally heritage - whose identity is built around a founding family name and a continuous craft tradition.
Definition
Maison is the French word for 'house' and, within luxury, denotes more than a brand: it implies founder lineage, a flagship address, and an unbroken thread of production. Hermès, Chanel, Louis Vuitton, Patek Philippe, and Loro Piana are all referred to as maisons. A brand becomes a maison through time and consistency - typically 50+ years of continuous craft output under a recognisable name. The word also functions as positioning: 'maison' signals heritage, while 'brand' signals commerce.
Origin
Direct adoption from French. Came into widespread English luxury usage in the late 20th century alongside the global expansion of LVMH and Richemont.
Usage in luxury
A useful test: does the maison still bear its founder's name, and does it still operate from (or near) its founding address? Hermès in Faubourg Saint-Honoré, Patek Philippe in Geneva, Loro Piana in Quarona - all yes. Newer 'maisons' announced by holding companies do not pass the test.
Examples
- - Maison Hermès - founded 1837, still family-controlled
- - Maison Margiela - founded 1988, now under OTB
- - Maison Francis Kurkdjian - fragrance house founded 2009, acquired by LVMH