The Avenue Montaigne was originally called the Allée des Veuves ("Widows' Alley") because women in mourning gathered there, but the street has changed much since those days of the early 18th century.

The Avenue Montaigne boasts numerous stores specialising in high fashion, such as Louis Vuitton, Dior, Chanel, Fendi, Valentino, Ralph Lauren, Yves Saint Laurent, Gucci, Chanel, Prada, Chloe, Giorgio Armani, Versace and Dolce & Gabbana, as well as jewellers like Bulgari and other upscale establishments such as the prestigious Plaza Athénée hotel.

Several established clothing designers set up here, particularly the LVMH (Moët Hennessey Louis Vuitton) group.

LVMH brought investment and international attention to the street, and its stable of top designers and firms, such as Céline, Louis Vuitton, Inès de la Fressange and formerly Christian Lacroix, own a substantial portfolio of the street's real estate.

[5] In 1913, the Avenue Montaigne got both the Theatre des Champs Elysees and the Plazza Athenee hotel which created its fame.