The reopening of Notre Dame Cathedral was a solemn celebration of cultural and spiritual renewal. Yet for some, its revival also felt like a meticulously choreographed branding event by LVMH and other luxury conglomerates.

The doors of Notre Dame Cathedral in Paris have reopened to the public after a fire engulfed the beloved structure five years ago. The damage required painstaking restoration and rebuilding. But eight restored bells in the northern belfry have begun ringing in preparation for Notre Dame’s grand return,

The reopening ceremonies for Notre Dame were as much a celebration of people as they were a rejoicing of the cathedral’s resurrection from fire.

The crown — a circular band of branches encased in a gilded golden tube — was brought back to its historic home in a ceremony presided over by the archbishop of Paris and attended by knights and dames of the Equestrian Order of the Holy Sepulcher.