An administrative court in Orleans has ruled to annul the sale of the name of the city of VendĂ´me to Louis Vuitton, part of the LVMH group, for 10,000 euros, intended to market the fashion house's jewelry. The agreement, approved in February 2021 by the local council, provided for the transfer of the "VendĂ´me" brand for a period of 10 years, exclusively for jewelry products. The idea was to capitalize on the reputation of the town - located in the heart of France and symbolically associated