Paris Outraged Over Louis Vuitton's 'Water Spectacle' Amid Deadly Heatwave

Well-dressed men walk out amidst a constant cascade of falling water.

During Paris Fashion Week, which began on June 23, LVMH (Louis Vuitton Moët Hennessy) showcased the Louis Vuitton '2027 Spring/Summer Menswear Collection' by renowned musician and designer Pharrell Williams.

Louis Vuitton created a spectacular stage featuring a massive 8-meter-tall artificial waterfall against a sand-covered runway.

However, immediately after the show, many people voiced strong opposition.

Criticism poured in, arguing that the luxury brand wasted an enormous amount of water at a time when Europe is suffering from an unprecedented heatwave nearing 40°C (104°F), which has resulted in over 1,300 excess deaths compared to average years.

Melody Tonolli, Deputy Mayor of Paris, pointed out, "In a situation where everyone is enduring a suffocating heatwave, such ostentatious displays can send a highly inappropriate message to the public."

The runway was held in the courtyard of the Cité Internationale Universitaire de Paris, a large residential complex housing 12,000 students annually. One student living in the dormitory expressed their frustration, saying, "Seeing the poor living conditions and reality we face, and then seeing the extravagant waterfall created by Louis Vuitton right next to us, makes me feel a profound sense of contradiction."

As the controversy grew, Louis Vuitton issued an official statement claiming there was no water waste.

A Louis Vuitton spokesperson explained, "All the water used for the waterfall was supplied by the city of Paris, brought to the site, and then returned directly to the sewage system through a closed-loop circulation system without any external leakage."

The company added that the waterfall operation complied with local heatwave regulations and that the sand used on the stage would be donated to the dormitory's beach volleyball court and recycling companies.

However, Reuters reported that despite this explanation, public sentiment remains cold.

In France, there is persistent criticism that luxury brands are commercially exploiting public spaces under the pretext of promoting Paris as the global center of fashion.

Reported by Kim Jiuk | Video by Kim Na-on | Graphics by Yook Do-hyun | Source: Louis Vuitton Official YouTube Channel | Produced by SBS Digital News
※ Please note: This article was translated by AI and may contain errors.