Luberon, basking underneath a perfect Mediterranean climate, which, for centuries, has kept both its cultural and natural assets, is an idyllic region of Provence –perfectly intact. In fact so immaculate and picturesque is the Luberon area in this highly revered region of Provence that since 1977 it has been a listed Parc Naturel Regional.

There have however been criticisms made by locals of the Luberon area, that the Italian-born fashion designer Pierre Cardin has turned the unspoilt area of Provence into one of the most expensive places in France.

In recent years the world famous fashion designer has bought 23 properties in the area, including a splendid castle that aristocrat and writer Marquis de Sade once owned.

In buying so many homes in villages such as Lacoste, the so-called medieval gem of the Luberon and home of the castle which used to belong to the notorious Marquis de Sade, locals are accusing Cardin of turning their one rural village retreat into an enclave for the rich and famous, and having made house prices soar in the area.

Although surely if one owns a property in an area, one would be grateful to anyone or anything that resulted in the value of their property being increased? A family home in the Luberon typically cost well over £1 million and £4 million villas are common.

The 89-year-old fashion designer has also converted several of his properties in Lacoste into art galleries, an act that has led to many locals believing that Cardin is transformed the Luberon from ‘traditional’ to ‘trendy’.

Mr Cardin, the brains behind the ‘pret-a-porter’ read-to-wear phenomenon, bought the Lacoste castle in 2001 and has been restoring it ever since. Monuments and modernist sculptures have been erected in the streets of Lacoste and an annual theatre festival has been launched in an abandoned Roman quarry at Cardin’s request.

When local farmers disrupted the theatre festival with their tractors, Pierre Cardin threatened to build a golf course in local fields.

The battle of trendiness versus traditionalism in the Luberon area of Provence continues.