When Donald Trump was invited to cut the ribbon of a new Louis Vuitton workshop in Texas in 2019, critics were quick to question what was in it for the world’s biggest luxury goods group.
Shocked by the sight of LVMH boss Bernard Arnault standing alongside the president, some customers went even as far as to boycott the company. Even the business’s in-house creative director condemned the ties, taking to Instagram to say: “I am a fashion designer refusing this association.”
However, it is now clear that Arnault – dubbed the “wolf in cashmere” for his ruthless approach to business – was playing the long game.
On Jan 20, the French tycoon was granted a prime seat at Trump’s second inauguration, appearing alongside his wife Helene, son Alexandre (deputy chief of LVMH brand Moët Hennessy) and daughter Delphine (boss of LVMH’s Dior).
Arnault subsequently wasted no time praising Trump on his return from Washington, slapping down his native France in the process.
Shocked by the sight of LVMH boss Bernard Arnault standing alongside the president, some customers went even as far as to boycott the company. Even the business’s in-house creative director condemned the ties, taking to Instagram to say: “I am a fashion designer refusing this association.”
However, it is now clear that Arnault – dubbed the “wolf in cashmere” for his ruthless approach to business – was playing the long game.
On Jan 20, the French tycoon was granted a prime seat at Trump’s second inauguration, appearing alongside his wife Helene, son Alexandre (deputy chief of LVMH brand Moët Hennessy) and daughter Delphine (boss of LVMH’s Dior).
Arnault subsequently wasted no time praising Trump on his return from Washington, slapping down his native France in the process.
10 months ago
