LA MAISON Trailer (2024) Carole Bouquet, Lambert Wilson

LA MAISON Trailer (2024) Carole Bouquet, Lambert Wilson

LA MAISON Trailer (2024) Carole Bouquet, Lambert Wilson
© 2024 - Apple TV+

Here’s the trailer drop for Apple TV+’s first French original, La Maison, and it’s not short on drama.

The ten-part series is set in the high-end Paris fashion world and takes a look behind-the-scenes as two rival illustrious, dysfunctional and powerful families as they vie for dominance. As the trailer starts, lead character Vincent Ledu says, “Attending your own funeral is like the ultimate fashion show.”

The plot begins with one fashion house thrown into scandal when a viral video featuring star designer Ledu (Lambert Wilson), leaving his family’s iconic and legendary haute couture house LEDU in peril. Perle Foster (Amira Casar), Vincent’s former muse, teams up with next-generation, visionary designer Paloma Castel (Zita Hanrot) to save, evolve and renew the house, while Diane Rovel (Carole Bouquet), the ruthless CEO of the powerful Rovel luxury group, launches an offensive to acquire what she sees as her most important prize: Maison LEDU.

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La Maison stars Wilson, Casar, Carole Bouquet, Hanrot, Pierre Deladonchamps, Antoine Reinartz, Anne Consigny, Florence Loiret Caille and Ji-Min Park, and will launch on Apple TV+ globally on September 20 with two episodes.

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The series is based on an original idea by Alex Berger, who serves as executive producer, and is created by showrunners José Caltagirone and Valentine Milville. Fabrice Gobert (The Returned) and Daniel Grou (Lupin) are the directors. Emmanuelle Bouilhaguet also serves as executive producer. TOA-The Originals of America is making the show in conjunction with TOP-The Originals Productions (“The Bureau” / “Le Bureau des Légendes”).

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La Maison
Lambert Wilson
Starring Lambert Wilson, Amira Casar, Carole Bouquet, Zita Hanrot, Pierre Deladonchamps, Antoine Reinartz, Anne Consigny, Florence Loiret Caille and Ji-Min Park, “La Maison” makes its global debut on September 20, 2024 on Apple TV+

Press Release
August 27, 2024
“La Maison” key art
The upcoming French-language family drama “La Maison,” premieres on September 20, 2024 on Apple TV+.
Today, Apple TV+ unveiled the trailer for “La Maison,” the upcoming French-language family drama set within an iconic Paris-based high-fashion atelier. A behind-the-scenes look at the contemporary, ever-evolving world of fashion and aspirational French elegance and luxury, “La Maison” follows two illustrious, dysfunctional and powerful rival families as they vie for dominance in the cutthroat world of high fashion. The 10-episode original series will make its global debut with the first two episodes on Friday, September 20, 2024 on Apple TV+, followed by one episode weekly on Fridays through November 15, 2024.

High fashion meets high stakes in this behind-the-curtain look at how an iconic fashion house is thrown into scandal and reinvention by a viral video featuring star designer Vincent Ledu (Lambert Wilson), leaving his family’s iconic and legendary haute couture house, LEDU, hanging by a thread. Perle Foster (Amira Casar), Vincent's former muse who is still in his shadow, teams up with visionary next-generation designer Paloma Castel (Zita Hanrot) to save, evolve and renew the century-old Maison LEDU. Taking advantage of Vincent’s demise, Diane Rovel (Carole Bouquet), the ruthless CEO of the powerful Rovel luxury group, launches an offensive to acquire what she sees as her most important prize: Maison LEDU. To achieve her goal, anything is fair game, as this is more than acquiring just another brand — it’s about revenge.

Apple TV+ unveiled the trailer for “La Maison,” premiering September 20, 2024.
“La Maison” stars seven-time César Award nominee Wilson (“De Gaulle”), César Award nominee Casar (“Call Me by Your Name”), Best Actress César Award winner Bouquet (“En thérapie”), Most Promising Actress César Award winner Hanrot (“Fatima”), Most Promising Actor César Award winner Pierre Deladonchamps (“Stranger by the Lake”), Best Actor in a Supporting Role César Award winner Antoine Reinartz (“Anatomy of a Fall”), four-time César Award nominee Anne Consigny (“Elle”), César Award nominee Florence Loiret Caille (“The Bureau”), rising star Ji-Min Park (“Return to Seoul”) and Most Promising Actor César Award nominee Corentin Fila (“Being 17”).

Based on an original idea by Alex Berger, who serves as executive producer, the series is created by showrunners José Caltagirone and Valentine Milville and directed by award-winning directors Fabrice Gobert (“The Returned”) and Daniel Grou (“Lupin”). Emmanuelle Bouilhaguet also serves as executive producer. “La Maison” is a TOA - The Originals of America production in conjunction with multi-award-winning studio TOP - The Originals Productions (“The Bureau” / “Le Bureau des Légendes”).

Apple TV+ offers premium, compelling drama and comedy series, feature films, groundbreaking documentaries, and kids and family entertainment, and is available to watch across all of a user’s favorite screens. After its launch on November 1, 2019, Apple TV+ became the first all-original streaming service to launch around the world, and has premiered more original hits and received more award recognitions faster than any other streaming service in its debut. To date, Apple Original films, documentaries and series have earned 501 wins and 2,307 award nominations and counting, including multi-Emmy Award-winning comedy “Ted Lasso” and historic Oscar Best Picture winner “CODA.”

About Apple TV+
Apple TV+ is available on the Apple TV app in over 100 countries and regions, on over 1 billion screens, including iPhone, iPad, Apple TV, Apple Vision Pro, Mac, popular smart TVs from Samsung, LG, Sony, VIZIO, TCL and others, Roku and Amazon Fire TV devices, Chromecast with Google TV, PlayStation and Xbox gaming consoles, and at tv.apple.com, for $9.99 per month with a seven-day free trial for new subscribers. For a limited time, customers who purchase and activate a new iPhone, iPad, Apple TV, Mac or iPod touch can enjoy three months of Apple TV+ for free.*

La Maison is a French-language drama series on Apple Tv Plus that follows two illustrious yet dysfunctional families as they vie for dominance in the ruthless world of Parisian high-fashion. Starring Lambert Wilson, Amira Casar, Carole Bouquet and Zita Hanrot, it follows iconic fashion house LEDU which is thrown into chaos by an internet scandal. As the legendary brand battles to save itself, it faces a threat from the CEO of its biggest rival who is out for revenge.

Here’s everything you need to know on the stylish series La Maison…

La Maison release date
The 10-episode series La Maison will launch on Apple TV+ with the first two episodes available from Friday September 20 2024. These will be followed by a weekly episode release until November 15 2024.
The world of fashion, power dynamics and cancel culture collide in operatic style in the new ten-episode show French-language show La Maison. Think Emily in Paris in less garish tones minus the hot air with the satirical “eat-the-rich” bite of Succession.

The Upcoming got the inside scoop on the series from its A-list cast. Carole Bouquet spoke about her familiarity with the fashion industry, having been a part of Chanel’s world since her 20s, but this role opened up its darker, more competitive aspects to her and its status as a battleground for power, while for Pierre Delandonchamps, it was all new. We also discussed the series’ portrayal of women in positions of power, with Diane in particular embodying the ruthless pursuit of dominance in the fashion world, and Delandonchamps shared insights into his character, Victor, caught in the crossfire of family rivalry and personal ambition.

Lambert Wilson spoke about the appeal of portraying characters entrenched in human suffering beyond the mystique of the fashion world, likening it to a Greek tragedy. Amira Casar reflected on the challenges and contradictions faced by her character, a muse navigating the shift from inspiration to wielding power in a cutthroat industry. Both actors emphasise the series’ focus on the darker, less glamorous side of fashion, touching on themes of legacy, power dynamics and the impact of financial pressures on creative integrity. Wilson further shared insights on his character’s aristocratic background and the inspiration drawn from iconic designers, while Casar highlighted the series’ engagement with ecological issues, such as waste and recycling in the fashion industry.

Antoine Reinartz then explained how his preconceived notions about the industry were challenged by taking on the role, necessitating extensive research and conversations with the showrunners to authentically portray the behind-the-scenes dynamics, while Zita Hanrot reflected on the portrayal of women in the industry, particularly through her character, Paloma, who represents the intersection of innovation and tradition. She shared her admiration for Paloma’s strength and determination, highlighting the character’s journey in finding her identity and place within the fashion world. Reinartz also touches on his character, Robinson, examining his complex relationship with the industry and his struggles with personal identity.
La Maison, a new behind-the-scenes drama series about a century-old haute couture house, starring Lambert Wilson, Amira Casar and Carole Bouquet, arrives on Apple TV+ on September 20, 2024.
Get ready to plunge into the ruthless world of haute couture with La Maison, a new drama series that unveils the secrets and scandals of a century-old fashion house. Created by José Caltagirone and Valentine Milville, the series stars iconic figures from French cinema, including Lambert Wilson as star designer Vincent Ledu. Available on Apple TV+ from September 20, 2024, La Maison promises to combine drama and fashion in a fierce struggle for survival for a dynasty in the midst of crisis. With Amira Casar and Carole Bouquet, the talented cast brings depth and intensity to this captivating tale.

La Maison takes us behind the scenes of Maison LEDU, a prestigious haute couture house in the grip of a scandal that threatens to destroy it. After the release of a compromising video involving star designer Vincent Ledu, played by Lambert Wilson, the house is on the brink of collapse. Perle Foster, played by Amira Casar, Vincent's former muse and still under his influence, joins forces with talented young stylist Paloma Castel, played by Zita Hanrot, to try and save this fashion landmark. But their task is complicated by Diane Rovel, a ruthless director played by Carole Bouquet, determined to take control of Maison LEDU and exact her revenge. The series explores the rivalries, betrayals and alliances that form in a world where every decision can be fatal.

La Maison will appeal to audiences fascinated by the world of haute couture, but also to fans of intense dramas where power struggles and family rivalries are at the heart of the plot. If you've enjoyed series like The Crown or Succession, where dynasties fight to preserve their heritage, La Maison should captivate you. The series stands out for its unique exploration of the underbelly of the fashion world, highlighting the tensions between tradition and modernity, as well as the personal issues at stake for the characters. With a rich script and top-notch acting performances, La Maison could well become a benchmark for fans of drama series rooted in luxurious, complex worlds.

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Skillfully blending drama and haute couture, La Maison promises to be a must-see series this fall on Apple TV+. Starting September 20, 2024, discover how Vincent Ledu and his entourage will try to save the Maison LEDU from the clutches of their rivals, while navigating a world where every couture can hide a betrayal. With powerful performances by Lambert Wilson, Amira Casar and Carole Bouquet, this series promises to captivate viewers right up to the last minute.
If you've already watched all of season four of Emily In Paris, and are still missing Succession, then prepare yourself for your latest TV obsession, Apple TV +'s La Maison.

In what promises to be a rollercoaster of a show, viewers will be immersed into the messy and complicated world of the luxury fashion house Ledu, and how it attempts to recover following a serious scandal.

While rival designers and houses seek to take the fashion house down, and reinvent it for themselves, the characters become entangled in a web of survival in this French-language family drama.

Here's everything you need to know about La Maison:

FIND OUT MORE ON ELLE COLLECTIVE

What will the plot of La Maison be?
Many are calling La Maison France's answer to Succession, and following Apple TV+'s longline, we think it's an apt comparison.

It reads: 'High fashion meets high stakes in this behind-the-curtain look at how an iconic fashion house is thrown into scandal and reinvention by a viral video featuring star designer Vincent Ledu (Lambert Wilson), leaving his family’s iconic and legendary haute couture house, LEDU, hanging by a thread.

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'Perle Foster (Amira Casar), Vincent’s former muse who is still in his shadow, teams up with visionary next-generation designer Paloma Castel (Zita Hanrot) to save, evolve and renew the century-old Maison LEDU. Taking advantage of Vincent’s demise, Diane Rovel (Carole Bouquet), the ruthless CEO of the powerful Rovel luxury group, launches an offensive to acquire what she sees as her most important prize: Maison LEDU. To achieve her goal, anything is fair game, as this is more than acquiring just another brand — it’s about revenge.'

la maison
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Who will make up the cast in La Maison?
The actor Lambert Wilson plays the lead role of Vincet Ledu, who is best known for his portrayal of The Merovingian in The Matrix film series. Making up the rest Ledu clan is Anne Consigny (Marie Ledu), Antonine Reinartz (Robinson Ledu) and Pierre Deladonchamps (Victor Ledu).

la maison
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Actor Zita Hanrot stars as Paloma Castel, an up-and-coming designer who is assigned (by Perle Foster, played by Amira Casar) with the task of giving the Ledu a complete designer makeover. Carole Bouquet, who features as Diane Rovel akas the CEO of the powerful, and rivalled Rovel luxury group, is set in her ways to make sure Vincent and Ledu metaphorically burn to ground.

When will La Maison air?
The series aired two episodes on September 20, on Apple TV +. The highly anticipated show will release a brand-new episode every week thereafter, and come to an end in episode 10.

Is there a trailer for La Maison?
Yes! The trailer for La Maison was released on August 27, and is available to watch at the top of this article.

Filled with fashion, familial rivalries and non-stop drama, what more could you want?

ELLE Collective is a new community of fashion, beauty and culture lovers. For access to exclusive content, events, inspiring advice from our Editors and industry experts, as well the opportunity to meet designers, thought-leaders and stylists, become a member today HERE.
La Maison
2024 France
José Caltagirone (Creator), Valentine Milville (Creator) ...
Lambert Wilson, Amira Casar, Carole Bouquet, Zita Hanrot ...
TV Series. Drama TV Series (2024-). 1 Season. 10 Episodes. An iconic fashion house is thrown into scandal leaving the family's legendary fashion couture house hanging by a thread. Perle Foster and Paloma Castel teams up to re-create LEDU and claim their place in LeDu family and the fashion world.
High fashion meets high drama in this behind-the-curtain look at an iconic French haute couture house. When the family dynasty behind the house falls into scandal, they must find a way to reinvent themselves—or be destroyed by their rivals.
Starring
Lambert Wilson, Amira Casar, Carole Bouquet, Zita Hanrot, Pierre Deladonchamps, Antoine Reinartz, Anne Consigny, Florence Loiret Caille, Park Ji-min, Corentin Fila
Produced by
Alex Berger, Emmanuelle Bouilhaguet
Created by
José Caltagirone, Valentine Milville
With the release of dramas Cristóbal Balenciaga, The New Look and Becoming Karl Lagerfeld, the fashion drama miniseries has become a staple for streaming television in 2024.

The latest offering, French-language drama La Maison on Apple TV+, captures the essence of the drama and intrigue surrounding Maison Ledu, a fictional luxury haute couture house controlled by the Ledu family.

The dynamics between key characters are well outlined, and explore universal themes such as love, power, ambition and betrayal, as well as a longing for connection, acceptance and identity. In this way La Maison has little to do with apparel and clothing in their materiality: the camera does not linger over sketches or runway collections. The series, instead, engages with fashion on a more abstract level, highlighting how it intersects with broader human concerns.

Vincent Ledu (Lambert Wilson) is the celebrated designer whose scandal threatens to the future of Maison Ledu. His racist tirade against a wealthy Korean client was captured by catering staff at a pubic function and posted on social media by Ledu’s scheming nephew in a bid to ruin his uncle’s reputation.

Perle Foster (Amira Casar) is Vincent’s former principal model and inspiration who, despite her lasting attachment to Vincent, is crucial in the house’s post-scandal revival. Paloma Castel (Zita Hanrot) is the orphaned mixed-heritage daughter of Vincent’s long-time gay lover. Neither were accepted into the family and this tension of class, race, and sexual orientation difference is central to the plot throughout the series.

The character of Paloma, in her early 30s, represents millenial indifference to tradition, hierarchy and heritage. We meet her in the first episode as the co-designer of a Berlin-based luxury eco-focused ready-to-wear brand. It’s marking a milestone with its first runway show at Paris Fashion Week with other brands’ deadstock (unsold inventory) forming the runway collection.

The trailer for La Maison.
In a bid to ensure the Ledu brand makes radical shifts in creative leadership after the racism scandal, Perle seeks to sideline Vincent and draw Paloma into Maison Ledu as the next-generation designer who will bring innovation and hope to Maison’s restoration. Diane Rovel (Carole Bouquet), the iron-fisted CEO and matriarch of the Rovel Luxury Group, represents the archetype of the fashion conglomerate within fashion markets, controlled by the monetary interests of anonymous shareholders. Viewers learn early that her acquisition plans for Maison Ledu are driven by strategic interest and personal vendetta.

The luxury fashion market
The series effectively sets up the central conflict, the stakes involved and the potential for dramatic and strategic manoeuvres. It paints a vivid picture of the internal and external pressures faced by Maison Ledu as it struggles to navigate its crisis, a problem that has notably rocked actual luxury fashion houses in recent years. An interesting aspect of the series is the contemporary understanding of the role social media plays in creating spectacle that brings people together as well as divides.

The luxury fashion market seeks to protect and extend agreed assumptions of how such brands function via rarity, exclusivity and uniqueness to add value to their brand DNA, products and businesses. Luxury brands must ensure coherence between values, narratives, highly skilled craft and artistic techniques, with space for both tradition and innovation. By integrating these elements harmoniously, a brand can sustain its luxury status and build a lasting impression of excellence and exclusivity.

Luxury fashion, clothing and apparel markets depend on the objects they design becoming status symbols. But they also rely on the allure, appeal, imagination and magic promised through fashion stories that are told through photography and videography. This latest Apple TV+ fashion drama is released against the backdrop of shifting consumer expectations in the luxury sector, particularly in the wake of the COVID pandemic.

Lambert Wilson stood on stairs in a black suit.
Lambert Wilson in La Maison. Apple TV+
There has been a transformative shift from traditional “show-and-tell” marketing to more immersive and interactive brand experiences. Consumers now seek to “join and experience” luxury brands rather than merely observe – and this is driving brands to create engaging content that extends beyond the product itself. This evolution has given rise to innovative strategies, including online videos, interactive events and sophisticated uses of technology to enhance post-purchase engagement.

The rise of the fashion series is a direct response to these changing consumer preferences. By integrating high-quality media narratives with brand storytelling, these series offer a novel avenue for brands to convey their history and ethos, creating a platform for the fashion industry to captivate audiences and deepen their connection with the brand narrative.

As streaming platforms continue to gain prominence, the collaboration between fashion houses and media producers is likely to expand. This means that in the future, the intersection of fashion and storytelling will become increasingly integral to brand identity and consumer connection.

So while both Maison Ledu and Rovel Luxury Group are fictitious brands, shows like La Maison as a general marketing tool for real-world fashion houses and brands. Meanwhile the location of Paris for this series is testament to that city as the global centre of haute couture – and the stakes involved in it remaining so.