摘要：To most people,Provenceis a region of France. Increasingly, it is also a lifestyle brand. The word "Provence" evokes the sound of

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The_Economist_USA_-_August_9_2025

To most people, Provence is a region of France. Increasingly, it is also a lifestyle brand. The word "Provence" evokes the sound of cicadas, the smell of pine and the feeling of the sun on your skin: few other parts of Europe conjure quite the same sensory mix in a single word. It beckons seductively, promises simplicity and seems to slow life down.

对大多数人来说，普罗旺斯是法国的一个地区。它也逐渐成为一种生活方式的标杆。"普罗旺斯"这个词能让人联想到蝉鸣、松香和阳光温暖肌肤的感觉。欧洲很少有其他地方能用一个词让人联想到如此丰富的感官体验。它散发着诱人的魅力，承诺着简单纯粹，似乎能让生活慢下来。

In the French mind Provence is distinct from the Riviera, or the Côte d'Azur, the coastal strip of resorts on the Mediterranean. The Riviera is about yachts, partying and showiness; Provence is about rugged timelessness and natural style. Gordes lies nearly 150 kilometres inland from Saint-Tropez. "Here, you find elegance but you can be hyper-relaxed," says Angela Kreuz, general manager of the hotel. "That is the experience clients come to Provence for."

在法国人心中，普罗旺斯不同于里维拉（又称蔚蓝海岸）的地中海沿岸度假区。里维拉代表着游艇派对和浮华炫丽，而普罗旺斯则象征着永恒粗犷与自然风情。戈尔德小镇距离圣特罗佩近150公里。"这里充满优雅气息，又能让人完全放松，"酒店总经理安吉拉·克罗伊茨说，"这正是客人来普罗旺斯寻求的体验。"

To attach the word Provence to a product or place is to hitch the humdrum to understated chic. Marseille's international airport, for instance, is called Marseille Provence. Provence can be drizzled on salads: Georgetown Herbes de Provence Olive Oil, infused with lavender, rosemary and thyme, promises "to transport you directly to the French countryside". It can be massaged onto cheeks: Provence Beauty, a firm based in Los Angeles, uses "coveted natural extracts from the south of France".

将“普罗旺斯”这个词用于产品或地方，就是将平淡无奇与低调雅致相结合。例如马赛国际机场就命名为“马赛普罗旺斯机场”。普罗旺斯可以淋在沙拉上：乔治城普罗旺斯草本橄榄油融入了薰衣草、迷迭香和百里香的精华，承诺“将您直接带入法国乡村”。它可以轻敷于脸颊：总部位于洛杉矶的普罗旺斯美容公司使用“来自法国南部的珍贵天然提取物”。

What explains the emergence of brand Provence? Not French administrators, who merged it into the graceless modern region named Provence-Alpes-Côte d'Azur. The Romans called it "Provincia"; by the medieval period Provence reached from the river Rhône to Nice on the Mediterranean and as far north as the Alps.

如何解释普罗旺斯品牌的出现？这并非法国行政部门的功劳——他们将其合并为缺乏美感的现代行政区“普罗旺斯-阿尔卑斯-蔚蓝海岸”。古罗马人称其为“普罗文西亚”；到中世纪时期，普罗旺斯从罗讷河一直延伸到地中海沿岸的尼斯，北至阿尔卑斯山。

Its borders have fluctuated with wars and empires, before it was annexed by the French crown in 1487. Today, Provence has no formal boundaries but you know it when you are there: it is a landscape (olive trees, vineyards), language (provençal) and culture (pétanque) that defy bureaucratic lines.

它的边界随着战争和帝国更迭而不断变化，直到1487年被法国王室吞并。如今，普罗旺斯没有正式的边界，但当你身处其中就会知道：这片土地上有橄榄树、葡萄园等景观，有普罗旺斯方言，还有法式滚球等文化，这些都超越了行政划定的界线。

Nor has Provence always charmed its visitors. “Provence, with its sunny sky, is too arid to deserve general praise,” wrote John Murray in 1843 in his Handbook for Travellers in France. Early British and American visitors preferred the Riviera. In the 19th and 20th centuries it was French artists who turned eyes away from the Med and towards the charms of its hinterland. A Year in Provence, a bestseller by Peter Mayle, was not published until 1989.

普罗旺斯也并非一开始就一直吸引游客。“普罗旺斯天空晴朗，但过于干燥贫瘠，不值得广泛赞誉，”约翰·默里在1843年所著的《法国旅行手册》中这样写道。早期的英美游客更偏爱里维拉。19世纪和20世纪，法国艺术家们将人们的目光从地中海转向其腹地的魅力。彼得·梅尔的畅销书《普罗旺斯的一年》直到1989年才出版。

In more recent times Hollywood has helped lend glamour to the brand. Johnny Depp liked the region so much that he bought an entire village. A Provençal wine estate has become a celebrity accessory: big-screen stars including Brad Pitt and George Clooney have snapped up vineyards complete with historic châteaux.

近年来，好莱坞帮助提升这一品牌的魅力。约翰尼·德普非常喜欢这个地区，直接买下整个村庄。普罗旺斯的葡萄酒庄园已成为名流标配：包括布拉德·皮特和乔治·克鲁尼在内的银幕明星都抢购了带有历史古堡的葡萄园。

来源：小雨课堂