Everything You Need to Know About the Protest at the Louis Vuitton Show
Protesters borrowed the limelight of the Louis Vuitton Spring/Summer 2022 show at Paris Fashion Week on October 5th. Nicolas Ghesquière’s tribute collection to the 18th and 19th centuries at the Louvre’s Passage Richelieu became the spotlight of three activist groups; The French chapters of Extinction Rebellion, Youth for Climate, and Friends of the Earth. These groups proceeded to protest against the fashion industry’s impact on the environment.
According to Euronews, Extinction Rebellion, Friends of the Earth, and Youth For Climate, there were around 30 people involved in the organization of the protest. Protesters representing the three groups intersected the runway, holding banners that stated: “Overconsumption = Extinction”, "Climate is a Fashion Victim", "No Fashion on a Dead Planet", and "LVMH - Macron: Accomplices in Inaction". After being expelled by multiple security guards, two out of five protesters were arrested and according to the Extinction Rebellion Group, released after more than 13 hours.
A group of protesters gathered outside of the Louvre holding a banner that asserted: “Our planet is burning: fashion looks elsewhere.” The whole scene was overtaken by models wearing black masks parading in black smoke. According to the Extinction Rebellion Group, this symbolized “the blindness of big brands who continue their business at all costs, completely ignoring the climate crisis.”
Understanding the Protest
It is not the first time that we see things of this nature happening on the runway, with sources like WWD recalling “9 Times Runway Crashers Disrupted Fashion Week Shows” it is evident that protesting at shows is not unusual. During the past three years, protesters have crashed Gucci and Chanel’s 2020 Spring/Summer shows.
In 2021, the protesters are back and seem more concerned than ever. In 2015, the Paris Agreement brought hope among climate activists promising a reduction in greenhouse gas emissions. In 2019, the G7 Fashion Pact, representing over 200 brands, indicated a commitment from the fashion industry and the French government to collaborate in becoming a more sustainable industry. This once again instilled hope in the hearts of the fashion environmental advocates who were eager to see the next steps the industry would take towards sustainability.
Over the last few years, there has been a significant improvement in the industry’s sustainability practices. Luxury brands under the LVMH umbrella such as Louis Vuitton and Stella McCartney have adopted an image around the culture of sustainability on social media and have taken steps towards sustainable product development. Pictured below is the Stella McCartney A/W 2021 Collection jumpsuit, made of recycled nylon from pre-consumer waste. To the right of the jumpsuit is a handbag from Louis Vuitton’s Felt Line Collection for A/W 2021. that was crafted with eco-friendly materials.
Though LVMH is not part of the Fashion Pact, they have made significant efforts to reduce carbon emissions, with the creation of the LIFE Program that launched in 2012. LVMH’S program proposed to reduce its carbon footprint by lowering the consumption of electricity in all LVMH Maison’s retail and production sectors. In September of 2021, Louis Vuitton announced on its website that it is currently preparing a new action plan committing to achieve 100% renewable energy in the sectors of production and logistics by 2025.
However, over the past three years, environmental activists have been worried about overconsumption in the fashion industry. According to the Extinction Rebellion Group, is not being properly addressed by LVMH or the French government. The activists stand by the idea that the only way that the fashion industry could significantly contribute to reducing carbon emissions is by reducing production levels.
According to the Extinction Rebellion Group, the opposite is happening in the industry. The environmental advocates feel that LVMH, as “The largest luxury group in the world,” encourages customers to over-consume. The fashion cycle suggests that customers should renovate their wardrobe every six months to keep up with emerging trends. On October 5th, protesters demanded a structural change on the fashion cycle and made a call to action addressed to the French government for not successfully ensuring that LVMH is headed on the path towards sustainability. The Extinction Rebellion Group has accused the French government of refusing to limit overproduction and regulate advertising on textiles.
Comments and Social Media Reactions
Since the events took place at Paris Fashion Week, the topic has been trending on Tik Tok, Instagram, and Twitter. There were many positive reactions, as well as a lot of opposing ones. Some of the comments showed sympathy toward the protesters, while others felt that even though they do share the same values and concerns regarding overconsumption in the fashion industry, they disagree with the methods used by the protesters to raise their concerns. Other comments suggested that activists could achieve a decrease in production by encouraging people to reduce their consumer habits.
Overall, the protests that took place during the Louis Vuitton show this past Paris Fashion Week have sparked conversation amongst the industry. The protesters have raised questions for brands and consumers.Will sustainability efforts be made across the fashion industry? Time will tell how the events that took place this past fashion week impact the industry.