The association of France with fashion and style () dates largely to the reign of Louis XIV when the luxury goods industries in France came increasingly under royal control and the French royal court became, arguably, the arbiter of taste and style in Europe. But France renewed its dominance of the high fashion () industry in the years 1860–1960 through the establishing of the great couturier houses such as Chanel, Dior, and Givenchy. The French perfume industry is world leader in its sector and is centered on the town of Grasse.