Louis Vuitton is a brand everyone from all walks of life can recognize from just the name itself. From Damier Azur Canvas to Vernis Leather, these patterns are recognizable from just a glance since they were born in 1854.
The brand has built its reputation as coveted luxury by the french artisanal vibe it oozes, and had the highest revenue of any luxury House in 2018 at a staggering $11.8 billion, Chanel trailing behind at $11.1 billion and Gucci behind that at $9.1 billion.
LV has decided to take on new and surprising territory, opening a factory in Alvarado, Texas, about 40 miles outside of Dallas, coining it “Louis Vuitton Rochambeau Ranch” and cutting the ribbon with President Donald Trump, as well as CEOs and Chairmen Bernard Arnault and Michael Burke. Johnson County, where this factory lies, saw 70% of their citizens vote for Donald Trump in the 2016 election.
Giving Trump a platform to make a speech about what he called “Looey Vootton” was seen as a major political insinuation; the President was scheduled to host a rally in Dallas to support his reelection in the following days of the opening and this move to Texas supports his campaign of moving companies to the U.S. in the fight against tariffs and the current trade war.
Diet Prada has taken to their infamous fashion news account to parody Trump’s speech and absolute butchering of “Louis Vuitton,” cutting the video of him at the opening with Miranda Priestly from The Devil Wears Prada, clearly very disappointed.
While it’s all fun and memes, there is truth in Miranda Priestly’s reaction, and the many fashionistas of the United States are reacting to this like nails on a chalkboard.
In an article by The Wall Street Journal, a worker from the factory in Texas reported that the temporary workshops set up to train employees and commence construction had sweatshop-like conditions, with no air conditioning and caged in by a chain linked fence.
Another employee that lost her job, filed a complaint with the Texas Workplace commission due to safety concerns that Louis Vuitton refused to comment on.
While Louis Vuitton does have a factory in California, and licensed its name to a U.S. manufacturer in 1970, the political statement is clear. Trying to find an article about the California factory is like finding a needle in a haystack.
The press and attention circulating around the Alvarado opening is all relative to the political statement Louis Vuitton seems to be making. Trump’s relationship to the brand and CEO Arnault dates back to 2017, when they met to discuss further developing the brand.
Fast forward to the present day, the two stand together, cutting the ribbon.
Shannon Coulter and the #GrabYourWallet Campaign, a movement to boycott brands with ties to the Trump Family have gained widespread notoriety over the past few months, encouraging the boycott of SoulCycle, Equinox and now Louis Vuitton.
Coulter said to the Business of Fashion, “Creating jobs is not an excuse to ignore morally repugnant behavior, businesses are willing to look the other way in order to work with the Trump administration, but it’s a worrisome trend.”
Twitter has provided a platform for many Louis Vuitton customers to speak out against this move, one saying they “will never purchase anything with your name on it again.”
The fashion industry has been evolving, however gradually, into a safe space for people of all walks of life, across all nations, especially for members of the LGBTQ+ community. Runways now feature gender-neutral looks and models, and many of the leaders of major houses identify with the group themselves.
Trump stands as a suppressor of the LGBTQ+ community, and the subtle support Arnault and LVMH are showing is hurtful to those who identify with the community and have been loyal supporters, even workers.
Artistic director Nicolas Ghesquière posted on Instagram saying “Standing against any political action. I am a fashion designer refusing this association #trumpisajoke #homophobia.”
Although Louis Vuitton’s new factory is creating thousands of jobs and giving the name a newfound American twist, this move seems to be the poster child for why mixing fashion and politics never goes right, especially in today’s climate.
Words by Olivia Hawkins
Graphic by Grace Daly