brand pronunciation

“Are You Mispronouncing Chanel?” The Truth Behind Brand Pronunciations in France

Fairies whisper jewelry blog “Are You Mispronouncing Chanel?”


We’ve all seen those “you’ve been saying this brand wrong your whole life” videos.

And yeah, I’ve been guilty of it too.


When I first moved to Paris, I was confused.

Are these really the correct pronunciations? Or are people just “frenchifying” everything?


Turns out—it’s not a personal thing. It’s a cultural thing.


In France, nearly all brands are pronounced the French way, no matter their origin.


If you ask for Zara using the English pronunciation, many people won’t understand.

Only when you say [zaʁa] (with a French “r”) do they nod and go, “Ah, Zara!”

 

Luxury brands like Chanel and Dior have built their brand around this.

Their commercials almost always end with a slow, seductive, French pronunciation of the name.

It’s not a coincidence. It’s intentional.


Why?


Because pronunciation = origin = culture = exclusivity.

 

 Luxury Brands: “Remember where I come from”

 

Chanel sells France, romance, legacy.

Not just perfume and bags.


They want you to say their name the French way because it keeps the brand tied to its roots—

even for people who’ve never been to Paris.


It creates distance. That’s part of the appeal.

 

 Mass Brands: “Call me whatever—just use me”

 

Brands like Nike, Zara, Supreme don’t really care how you say them.

They want familiarity, not reverence.


In France, Nike is often pronounced [nik].

It’s not “correct,” but it works.

Why? Because the brand spread through street culture, not official messaging.


Adidas, on the other hand, makes a point of saying:“We’re from Germany. This is how you say our name.”


That too is branding.

 

Different brand strategies = different pronunciation rules.

 

Luxury sells identity.
Mass-market sells belonging.

 

 Just like Fairies Whisper

 

Sometimes we go full poetic (like “Feast”), sometimes gritty and direct (“Friday Shield Ring”).

Because our inspirations are mixed—from Paris industrial streets to fish markets and fried chicken boxes.


👉 See how the Fairies Whisper tells a story of rebellion and protection

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