“Fo shur.”
Macron said it once, then again, and then it to became rhythm. A French accent bending an American phrase, delivered calmly behind dark lenses, in Davos, indoors, in winter.
Sunglasses indoors are already a provication. Sunglasses indoors at the World Economic Forum become a statement whether invited or not. Add a president, add repetition, and the internet does what it always does. The clips spread. The captions wrote themselves. “Fo shur” became the headline, the glasses its punctuation. Algorithm-ready, perfectly framed for circulation.
It is easy to smile, and worth doing so. But it would be too simple to trivialize the moment. There is something revealing in what travels fastest. Davos gathered the upper tier of global influence. Entrepreneurs, bankers, presidents, editors, all in one alpine room negotiating the future in measured language. Yet what reached the wider world was eyewear worn indoors.
That contrast matters. It says something about how attention now moves. Substance still happens in rooms like these, but symbols are what escape them. We no longer share the arguments. We share the image that carries them. Sunglasses become shorthand for authority, confidence, contradiction. The irony is not that this is what we talk about, but that it works.
Still, the glasses deserve a quieter look.
They were Henry Jullien aviators, the Pacific S 01, made in the Jura by a house that has never chased virality. Frames shaped by hand, with the patience of craft that assumes time is on its side. Not fashion trying to be seen, but an object built to be lived with.
On Macron, they carried a familiar silhouette. A trace of Top Gun, softened by French restraint. No performance, no bravado. Just proportion, weight, intention. The kind of aviator that suggests authority rather than costume.
This is where his French DNA pulls through. An instinct for choosing one precise element and letting it stand. The glasses did not compete with the speech. They framed it, then let the words repeat themselves. Fo shur.
High-end fashion exists in this space. When an object is serious enough to absorb humor without becoming one. When craft remains intact even as the moment turns into a meme.
Read more about style here.
For context, this is what else unfolded in Davos.
Allies warned that Trump’s tariff threats tied to Greenland risked fracturing Western unity, before he stepped back and reframed the issue as Arctic security.
Canada’s Mark Carney spoke of a rupture in the global order, calling on middle powers to steady a system under strain.
The IMF warned that AI will hit labor markets like a tsunami, with younger workers absorbing the first impact.
Energy discussions treated the fossil fuel phase-out as inevitable, driven less by ideology than by momentum.
Nearly 3,000 leaders gathered under the banner of “A Spirit of Dialogue,” with technology governance, economic cooperation, and growth strategies filling the rooms.
Deals were made. More are coming.
Fo shur.
