VivaTech 2025: Luxury Brands are Betting on “Quiet Tech”

The relationship between luxury and high-tech has intensified exponentially in recent years with the development of AI. The show is an opportunity to take stock of advances in the sector: connected products, the development of blockchains that enable complete traceability of items, and strategic partnerships with start-ups at the forefront of innovation.

There are many examples: Kering Eyewear recently unveiled its new connected glasses, developed in partnership with Google and featuring Android XR. They offer advanced features that allow users to interact with their digital environments, powered by AI. The glasses incorporate augmented reality (AR) that provides users with instant information, for example about the products they are looking at.

Roberto Vedovotto, founder, president and CEO of Kering Eyewear, said: “With Google, we are offering a product that people will want to wear: masterfully designed, stylish, high-quality glasses that harness the power of artificial intelligence, while reinventing the way we experience the real and virtual worlds.”

In the beauty and cosmetics sector, L'Oréal will be innovating for VivaTech with Cell BioPrint, an innovation that determines the biological age of the skin, anticipates potential cosmetic issues before they become visible, and analyzes each individual's unique reactivity to key ingredients such as retinol. The group caused a sensation when it unveiled this breakthrough at CES in Las Vegas earlier this year.

For its part, LVMH has announced to focus on the development of social shopping, a rapidly growing trend that is transforming the way consumers interact with luxury brands. Users can now make purchases directly on social media while interacting with influencers and other consumers. This trend is booming and aims above all to build loyalty among younger customers through an immersive shopping experience. Thanks to livestreams and interactive videos, customers can ask questions live and receive personalized advice, making the act of shopping fun and connected.

The synergy between luxury and technology is particularly evident in advances in AI, which plays a major role in the sector and which will be omnipresent at VivaTech 2025, enabling brands to analyze purchasing behavior and personalize product recommendations for their customers. Franck Le Moal, IT and Technology Director at LVMH, said ahead of the show that the group was promoting “quiet tech”—an expression reminiscent of the “quiet luxury” trend—aiming to make the technology used invisible to customers in stores.

Since LVMH launched its “La Maison des Startups” program seven years ago, the luxury giant has developed more than 8,000 collaborations with external startups specializing in tech. In 2025 alone, LVMH received around 1,300 project applications for its program. Among these, the luxury group has selected thirteen young companies to collaborate with some of the 75 houses affiliated with the parent company. The LVMH Innovation Award ceremony will take place on Thursday, June 12, one day after the opening of the Salon.