French Touch's American Dream.

Originally, ''French Touch'' refers to a few years which had a big impact on French music. Between 1995 and 1999, Motorbass, Daft Punk, Cassius, Superdiscount, Mr Oizo and others conquered the world, changing how the world would look at France forever.

The ''French Touch'' was born.

Since then, the term has been widely used, showing an innovative France whose image benefits from a high market value in some specific areas such as its gastronomy, fashion or cosmetics. American people are very fond of the ''French Touch'', even more than the French themeselves. Eating, drinking and wearing French products has become fashionable over there. But certain US products proudly claim supposed French origins while French companies expands into the US, 

relying on this image as well, but as real French firms.

French gastronomy : the 'big lie'.

French’s mustard was created by a family
 in Rochester, N.Y. named French.

Catering is a great field to be French. The most widespread example is named ''French fries''.

Other common US products were associated with a French origin because of history's mysteries. 'French Toast'', for example, is said to have French origins if we are to believe American boards of brunchs. French Dressing as well. This creamy sauce which is based on garlic and sometimes ketchup does not exist in France.

Mr French has created its own mustard and called it very simply : French's Mustard. Despite the fact that this spicy yellow sauce originally comes from Dijon, in France, its famous American variant, which is much more sugary, is better suited to hot-dogs than French cooking. Furthemore, its creator is a New-Yorker named Robert Timothy French, as luck would have it.

Finally, the French influence in the culinary sector can also be seen in restaurants' names. In order to seem more authentic, many signboards use French sounding names whereas they are not French at all. Certain chains have been called ''Au bon pain'' in USA, or ''Pret a manger'' in England with the aim of selling more sandwiches.

In such cases, the ''French Touch'' is an American invention which is about symbols, sterotypes and lies.

French manucure : made in USA.

''GREY GOOSE vodka is made using
superior ingredients, a unique
 production process and traditions
of the Cognac region of France."

France exports its 'chic' and fashionable image in the textile and cosmetic industry. The current language is also affected by the phenomenom. The French manicure was invented by Hollywood starlets. They could entrust their dress to a French Cleaner who offered a ''french cleaning'', a dry-cleaning, process invented by a Parisian tailor in 1840.

The real French Touch comes from France.

The famous vodka Grey Goosen which is produced in France but only sold abroad, was invented in USA 1966 by Sidney Franck. The American entrepreneur had the idea of a French vodka whose supposed quality comes from a wonderful spring water, a remarkable cellar master and a production site based in Cognac. The bottle is decorated with a French flag but is impossible to find in France.

In fashion, Daniel Crémieux and Arthur de Soultrait are both ambassadors of the French Touch. The first owns 1200 points of sale all over the world while the second opened his first store on the prestigious Worth Avenue in Palm Beach, and its second one in Long Island 8 years ago. They own two French ready-to-wear brands that became success stories abroad thanks to their French touch. « Being French has helped me a lot. Paris, abroad, is the temple of fashion » noticed Mr Crémieux, « France generates an aura. We are proud to be a French company » . What is the ''French Touch'' according to them? « The French elegance is Parisian and measured ». Arthur de Soultrait confirms : « The Parisian is elegant, while showing a certain nonchalance ». Arthur's own brand, Vicomte A, put his courtesy title on 'chic' sportwear, with a colourful and off-the-wall style. Both brands play on their French image to be successful in the USA, exporting the French Touch abroad where they are more present than in France.

Blazer reinvented by Crémieux (left)
and 'chic' sportwear style by Vicomte A (right).

Another French 'savoir-faire' : the wine industry.

Today, seven of the 30 wineries around
 the region’s big city of Charlottesville
 are managed by Frenchmen.

Finot, a 40-year-old Virginian winemaker, grew up in the Crozes-Hermitage wine region in southeastern France on the banks of the Rhone River before going to USA. “Just being French doesn’t automatically make you a good wine expert,” said Finot. “But being French and in the wine business is something in demand, just as it is for bakers and chefs. We have a reputation that allows us to travel. We are lucky.”

These represent proudly the real French Touch in the USA : the 'savoir-faire' and the French flair.

Léo BOUDRY