The chapter boasts being the first attempt at analysing the role played by men’s fashion not only at the grand 1925 Exposition des Arts Décoratifs et Industriels Modernes as well as at subsequent French expositions abroad, but also as a luxury object which actively participated in the efforts of a post-war civilising mission. The chapter then explores the ways in which men’s fashion was staged, advertised and discursively constructed at art deco’s most anticipated and celebrated exposition and the new directions it quietly promised in establishing a French sense of post-war rational, industrial luxury in France and abroad. The chapter’s ambition to expand the cultural history of post-war commodity culture is premised on the shifting landscape leading up to and as a result of the 1925 Exposition, as well as what is seen as a pivotal and culminating moment on which all this hangs, the much neglected Exposition de France à Athènes which took place three short years later in 1928 and its follow-up Exposition de France au Caire in 1929.