“These three fair-haired figures poorly clad in black, the sad young girl between the pretty child and the handsome youth, were so conspicuous and so charming as they stood there on the pavement that passers-by turned round and smiled at them.”

On arrival in Paris, Denise and her two brothers stand out. They are from the provinces, so they become an item of amusement for the urban population. Their fascination with big stores and their mode of dress distinguish them as out of place, illustrating from the opening passages how they will struggle to adjust to the city. In turn, the patronizing attitude of the urban people suggests why they will fail to comprehend a principled person like Denise.

“Denise had turned very red; she would never dare to enter that huge shop! And yet the idea of being there filled her with pride.”

Throughout the novel, Denise is caught in the duality of The Ladies’ Paradise. The store is captivating to her. She views it as a symbol of the future of which she wants to be a part. At the same time, she sees how the store is destroying local businesses, including those of her friends and family. Denise is drawn to what The Birth of Consumerism represents; she is proud that she might be a part of that future but horrified by her own fascination.

“With a shrug of his shoulders he seemed to declare that he would throw them all away like empty sacks on the day when they had finished helping him to make his fortune.”

Mouret is so financially focused that he commodifies his customers. While he created a store that fills his customers with delight, he is motivated by profit rather than a desire to please.