From the NYT:  André Malraux, the novelist and minister of culture under Charles de Gaulle, told a French-American journalist in the 1960s that the Champs-Élysées — then considered the most beautiful avenue in the world — had “an American basement.” Today, American business and its brands are prominently aboveground on a Champs-Élysées that has largely lost its distinctive character and has become far less French. 

In a movement that has only accelerated in recent years, a large part of the broad street has become overrun with outlets for clothing brands that most Americans would hardly consider haute couture or even exclusive. Banana Republic has just opened a store, and Levi’s has a massive new space, not far from the new H&M. They are joining, and competing with, the Gap, Nike, Tommy Hilfiger and Abercrombie & Fitch. At least Tiffany & Company is coming, replacing a burger joint.

The movie glamour that brought a young Jean Seberg to the Champs-Élysées to meet Jean-Paul Belmondo, her handsome gangster “dragueur,” or skirt chaser, is long gone, as are most of the sights in Jean-Luc Godard’s famous film of 1960, “Breathless,” a kind of French hymn to American culture and cool.  Continue reading here.