Michelle Borshchiver
Summer Student Story
Through case studies, lively debates, and personal insights, we learned that luxury is not just about markets or margins. It’s about emotions, storytelling, and the way a brand makes people feel.
This summer, I had the privilege of attending the HEC Paris Summer School program New Luxury: Artistry & Sustainability for Value Creation. It was more than just a course, it was a transformative journey that gave me a clearer vision of where I want to go, both professionally and personally.
My motivation to join the program came from a strong curiosity about luxury management. A field I had not yet explored in depth. But when you consider that HEC Paris is a key academic partner of LVMH, it quickly becomes clear - this is the place to study. I wanted to gain a better understanding of the luxury sector and how it intersects with society, business, and culture. This course focused on sustainability, craftsmanship, and artistry - topics that not only define the future of luxury but also reflect the challenges and opportunities of our current era, economically, politically, and socially.
I am currently pursuing my bachelor’s degree at WHU – Otto Beisheim School of Management in Germany. Long-term, I hope to work in sales and after this summer, perhaps even within the luxury industry itself. What fascinated me most about the program was how niche and future-oriented it was. We explored the foundations of luxury management but were then led into highly specific areas that helped us think ahead, beyond mainstream perspectives.
Our professors, including Anne Michaut and Frank Asenkat, had a lasting impact on me. Through case studies, lively debates, and personal insights, we learned that luxury is not just about markets or margins. It’s about emotions, storytelling, and the way a brand makes people feel. Concepts like sustainability and artistry are essential in creating these emotional connections.
My personal highlight was the visit to École Lesage at Le 19M, Chanel’s embroidery school and haute couture atelier. There, we witnessed how exquisite embroideries are crafted by hand for haute couture and ready-to-wear collections. It was an unforgettable experience.
On a personal level, the biggest takeaway for me was clarity. I realized that I want to expand my academic and career focus toward luxury management. The atmosphere at HEC Paris helped make this discovery possible, the international diversity of the class was also enriching. I made friends and built connections with people from the US, Canada, India, and beyond.
One moment I’ll always remember was a group project where we developed a campaign for Piper-Heidsieck Champagne and Marilyn Monroe. The team dynamic, the creativity, the energy, everything just clicked.
What made the course so unique was the wide range of participants, from Bachelor and Master students to young professionals. I believe anyone interested in luxury management can find a place in this program, regardless of background. From my perspective as a Bachelor student, I can say that joining at this early stage in my studies was incredibly valuable. I now know what I want to prioritize in life and career.
After this program, I can absolutely see myself returning to HEC Paris for a Master’s degree. The spirit of the school, the professors, and the way the entire program was organized left a lasting impression on me. And let’s not forget the beautiful campus and the proximity to Paris, it truly is an ideal setting for learning and inspiration.