The emphasis is best described through looking at following video:
https://www.youtube.com/watch?v=PEx3hS_3clM&t=570s
at Timestamp 6:16.

Florent L'Belle was the flamboyant and narcissistic personal aide of Damian Tenma, mayor of Tenma Town. L'Belle had his own private line of beauty products called "Je suis L'Belle!", which were for his private use only, despite putting adverts for them on television. The epaulettes on his shoulders were actually cell phones used to answer calls from his business partners.