Key facts
- LVMH chief Bernard Arnault has created a personal X account.
- The move aims to directly address public debate and counter media scrutiny.
- This follows a critical investigation by Le Monde into Arnault's business and personal life.
- Arnault used sarcasm and irony in his response to Le Monde.
- Communications experts suggest this marks a shift towards a more political communication strategy.
Bernard Arnault, the usually discreet CEO of luxury giant LVMH, has made a significant shift in his communication strategy by launching a personal account on X, formerly Twitter. This move comes after a lengthy investigative series published by Le Monde, which delved into the building of the Arnault empire and his private life. Arnault's debut on the platform with a simple "Thank you" on July 27 was a direct response to the probe, breaking with his long-held media shyness.
In an open letter published via LVMH's official account prior to his personal launch, Arnault expressed his displeasure with the Le Monde investigation, which he described as a "serial" with a taste for the "novelistic." He employed sarcasm and irony, comparing the treatment to his 1984 takeover of Boussac, where he was called "The Terminator," preferring "the last royal family" as a more elegant moniker. He criticized the portrayal of his family's discussions as "intrigues" rather than normal family conversations.
Communications expert Ariane Ahmadi views Arnault's move as a strategic decision to take control of his narrative and communicate directly with the public, bypassing traditional media. She suggests this marks the beginning of a public and political communication strategy, positioning himself not just as a CEO but as a businessman whose opinions hold national importance. Elon Musk, owner of X, welcomed Arnault, endorsing direct communication as superior to the "distorting mirror" of traditional media.
Arnault's response also touches on his contributions to France, such as his donation to the Notre-Dame reconstruction and the Fondation Louis Vuitton, implying that his success and philanthropy are viewed with suspicion in France. Ahmadi noted that this positions him as a "national asset" and suggests he is politicizing his stance because he has been politicized, albeit perhaps unintentionally. While not explicitly stating a role in future presidential elections, it is predicted he will focus on issues rather than individual candidates. Business figure Vincent Bolloré welcomed Arnault's arrival, stating his views would be "invaluable" during France's current difficulties. Arnault's X account quickly garnered nearly 108,000 followers within 48 hours.