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Pietro Beccari: ‘There is no household in the world that doesn’t have [contact with] Louis Vuitton’

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Pietro Beccari: ‘There is no household in the world that doesn’t have [contact with] Louis Vuitton’

It was the image that launched a social media sensation: football superstars Cristiano Ronaldo and Lionel Messi hunched over a chess game set atop Louis Vuitton’s signature luggage. 

That 2022 campaign image broke the record at the time for most likes on Instagram. Now the world’s biggest luxury house, with more than €20bn in annual sales, is looking to capitalise once again on one of the sporting world’s biggest duos in a new campaign featuring rival tennis virtuosos Rafael Nadal and Roger Federer. 

The pairing is a coup for Vuitton chief executive Pietro Beccari. It has been just over a year since he took on one of the luxury sector’s biggest jobs with a mandate to further grow the LVMH-owned brand — which had its origins as a 19th-century luggage-maker — by transforming it into a cultural juggernaut.

“There is no household in the world that doesn’t have [contact with] Louis Vuitton products,” Beccari tells the FT in a video interview from Paris. “There are not a lot of brands that can say they enter the lives of people like we do.”

Beccari is not just talking about sales of handbags and ready-to-wear fashion — though those more than doubled between 2018 and 2022, according to estimates from HSBC. Now, under the guidance of LVMH chief executive Bernard Arnault and Beccari’s leadership, Louis Vuitton is further pushing back luxury’s boundaries in a bid to reach an ever-wider audience.  

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“We are in books, in writing, in editing. We are in music,” the 56-year-old Italian executive says. “We are very much in sports . . . so we are very much covering a spectrum of life that interests people. It is like a magnet for them to become attracted to the brand.”

Beccari’s popular approach to the luxury brand was epitomised by his appointment last year of musician and producer Pharrell Williams to design menswear. What Williams lacked in technical design knowledge he made up for in cultural cachet, transforming catwalk shows into entertainment events featuring elaborate stagings and musical guests such as Jay-Z. The appointment has divided the fashion world, however, with critics lamenting what they saw as the triumph of spectacle over craft at LVMH’s flagship brand. 

Pharrell Williams at Louis Vuitton’s autumn/winter 2024 menswear show in Paris © WireImage

For Beccari, however, weaving a deepening web of overlaps between popular culture, entertainment and brand identity is strategic and key to the megabrand’s future: “For every show Pharrell has done so far, we have always had new songs coming out” — the latest of which was produced for Miley Cyrus and played for the first time at Louis Vuitton’s latest autumn/winter 2024 menswear show. 

Within the same season, “Pharrell also launched the cowboy hat and now you’re seeing that in the US just about everywhere. Even Beyoncé has an album supporting cowboy culture [for which Pharrell has also written a few songs]”, says Beccari. “These are examples of our brand in luxury, not just in selling bags, but having an influence on culture.”

However, the increasing ubiquity of Louis Vuitton presents its own challenge as the brand attempts to balance accessibility against losing the veneer of exclusivity that is essential to commanding the prestige and price points of luxury. “We’ll see if I’m good at it or not in two to three years . . . but this is an eternal dilemma,” says Beccari.

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One of his bets is on creating limited distribution of entry-level products, such as sunglasses and fragrance, in order to create scarcity. This has seen “incredible success”, he notes. “Normally a successful perfume would be in 80,000 or 90,000 stores. We limit it to around 400.” (Louis Vuitton’s store network is much larger than luxury peers such as Hermès and Chanel).

A classic black-and-white photo portrait of a man in a dark jacket and dark buttoned-up shirt
Louis Vuitton’s CEO Pietro Beccari © Nathaniel Goldberg

Louis Vuitton’s control of its distribution network and policy of never discounting its products are another advantage, according to Beccari. He also points to its care system, which allows customers to bring back products purchased from the brand to be repaired. 

“We need to preserve our desirability despite our visibility and that’s the biggest challenge that we have,” Beccari says. “We are making sure that the levers we put in place will pay off in the long term, and I believe that this campaign [with Nadal and Federer] will help increase the desirability of the brand in the long run.”

Still, taking Louis Vuitton to the next level is being made more challenging due to a sector-wide slowdown in luxury sales following a multi-year boom during the pandemic. Brands with a broader, more aspirational client base such as Louis Vuitton have been hit harder by the slowdown than competitors like Hermès, which cater to the top tier of wealthy clients. 

The darkening outlook in the key Chinese market, which fuelled growth for much of the past decade, also presents a challenge to the sector as a whole. “Beccari comes at a pretty difficult time because the industry is going through quite a bit of a slowdown, and notably the rebound in Chinese consumption is not at the level most industry managers would have hoped for a few months ago,” says Erwan Rambourg, global head of consumer and retail research at HSBC. 

Beccari, however, has a naturally competitive nature, having previously been a professional footballer in Italy’s second division in his early life, as well as a coach. Born in a small town in Italy’s Parma region, Beccari was recruited to LVMH from mass market shampoo-maker Henkel in 2006.

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He quickly rose through the ranks at the luxury group, first leading fashion brand Fendi before being appointed CEO of Dior, the group’s second-biggest brand by sales, in 2018. Under his leadership, Dior’s sales quadrupled, according to HSBC estimates, by expanding its market share across women’s and men’s fashion, leather goods, jewellery and homewares. He also oversaw the renovation of Dior’s flagship at 30 Avenue Montaigne in Paris, which includes a museum, restaurant and private suite. 

Beccari has similar ambitions to leverage Louis Vuitton’s pedigree to expand its offering in hospitality. It already operates an airport lounge in Doha and restaurants in Osaka, Chengdu and Seoul. A large-scale project on Paris’s Champs Elysées, still currently under construction, is widely expected to include a Louis Vuitton-branded hotel.

“We have plans in the Champs-Elysées — it is not a secret,” says Beccari. “We are already active in lifestyle and believe that we need to be about much more than just buying bags.”

Two men holding tennis racquets against a snowy mountain backdrop
A behind-the-scenes photo of Roger Federer and Rafael Nadal © Annie Leibovitz

With Federer and Nadal, Beccari is making good on a project he first conceived back in 2007, when he was executive vice-president of marketing and communications at Louis Vuitton, with Antoine Arnault, Bernard Arnault’s eldest son and then-director of communications at Louis Vuitton.

It is a revival of the Core Values campaign that first began in 2007 and ran into the 2010s. The latest iteration shows Federer and Nadal, photographed by Annie Leibovitz, trekking through the jagged peaks of Italy’s Dolomites mountain range, both sporting branded backpacks (Federer in a classic monogram Christopher style and Nadal in a monogram Eclipse version).

Was it difficult getting the two superstars together? “Not at all,” insists Beccari. “They are good friends and see each other privately. It was a rivalry that became a friendship. They are proud of it and I think they set an incredible example.”

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“We sell excellence, quality, success and optimism. In a way, the notion of travel and adventure in life is a mirror of that,” Beccari continues, and the driving force behind LVMH’s sponsorship of this summer’s Paris Olympics. 

For the executive, Nadal and Federer epitomise the Olympic spirit. “I think nobody more than them represents this extreme, ferocious competition that becomes friendship, which is exactly what sports should be.”

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Nationwide anti-ICE protests call for accountability after Renee Good’s death

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Nationwide anti-ICE protests call for accountability after Renee Good’s death

A large bird puppet crafted at In the Heart of the Beast Puppet and Mask Theatre in Minneapolis is carried down Lake Street during a march demanding ICE’s removal from Minnesota on Saturday, Jan. 10, 2026.

Ben Hovland/MPR News


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Ben Hovland/MPR News

People have been taking to the streets nationwide this weekend to protest the Trump administration’s immigration enforcement tactics following the death of Renee Good in Minneapolis, a 37-year-old woman who was shot and killed by a U.S. Immigration and Customs Enforcement (ICE) officer this week.

At least 1,000 events across the U.S. were planned for Saturday and Sunday, according to Indivisible, a progressive grassroots coalition of activists helping coordinate the movement it calls “ICE Out For Good Weekend of Action.”

Leah Greenberg, a co-executive director of Indivisible, said people are coming together to “grieve, honor those we’ve lost, and demand accountability from a system that has operated with impunity for far too long.”

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“Renee Nicole Good was a wife, a mother of three, and a member of her community. She, and the dozens of other sons, daughters, friends, siblings, parents, and community members who have been killed by ICE, should be alive today,” Greenberg said in a statement on Friday. “ICE’s violence is not a statistic, it has names, families, and futures attached to it, and we refuse to look away or stay silent.”

Large crowds of demonstrators carried signs and shouted “ICE out now!” as protests continued across Minneapolis on Saturday. One of those protestors, Cameron Kritikos, told NPR that he is worried that the presence of more ICE agents in the city could lead to more violence or another death.

“If more ICE officers are deployed to the streets, especially a place here where there’s very clear public opposition to the terrorizing of our neighborhoods, I’m nervous that there’s going to be more violence,” the 31-year grocery store worker said. “I’m nervous that there are going to be more clashes with law enforcement officials, and at the end of the day I think that’s not what anyone wants.”

Demonstrators in Minneapolis on Saturday, Jan. 10, 2026.

Demonstrators in Minneapolis on Saturday, Jan. 10, 2026.

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The night before, hundreds of city and state police officers responded to a “noise protest” in downtown Minneapolis. An estimated 1,000 people gathered Friday night, according to Minneapolis Police Chief Brian O’Hara, and 29 people were arrested.

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People demonstrated outside of hotels where ICE agents were believed to be staying. They chanted, played drums and banged pots. O’Hara said that a group of people split from the main protest and began damaging hotel windows. One police officer was injured from a chunk of ice that was hurled at officers, he added.

Minneapolis Mayor Jacob Frey condemned the acts of violence but praised what he said was the “vast majority” of protesters who remained peaceful, during a morning news conference.

“To anyone who causes property damage or puts others in danger: you will be arrested. We are standing up to Donald Trump’s chaos not with our own brand of chaos, but with care and unity,” Frey wrote on social media.

Commenting on the protests, Department of Homeland Security (DHS) spokesperson Tricia McLaughlin told NPR in a statement, “the First Amendment protects speech and peaceful assembly — not rioting, assault and destruction,” adding, “DHS is taking measures to uphold the rule of law and protect public safety and our officers.”

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Good was fatally shot the day after DHS launched a large-scale immigration enforcement operation in Minnesota set to deploy 2,000 immigration officers to the state.

In Philadelphia, police estimated about 500 demonstrators “were cooperative and peaceful” at a march that began Saturday morning at City Hall, Philadelphia Police Department spokesperson Tanya Little told NPR in a statement. And no arrests were made.

In Portland, Ore., demonstrators rallied and lined the streets outside of a hospital on Saturday afternoon, where immigration enforcement agents bring detainees who are injured during an arrest, reported Oregon Public Broadcasting.

A man and woman were shot and injured by U.S. Border Patrol agents on Thursday in the city. DHS said the shooting happened during a targeted vehicle stop and identified the driver as Luis David Nino-Moncada, and the passenger as Yorlenys Betzabeth Zambrano-Contreras, both from Venezuela. As was the case in their assertion about Good’s fatal shooting, Homeland Security officials claimed the federal agent acted in self-defense after Nino-Moncada and Zambrano-Contreras “weaponized their vehicle.”

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Why men should really be reading more fiction

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Why men should really be reading more fiction

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A friend sent a meme to a group chat last week that, like many internet memes before it, managed to implant itself deep into my brain and capture an idea in a way that more sophisticated, expansive prose does not always manage. Somewhat ironically, the meme was about the ills of the internet. 

“People in 1999 using the internet as an escape from reality,” the text read, over an often-used image from a TV series of a face looking out of a car window. Below it was another face looking out of a different car window overlaid with the text: “People in 2026 using reality as an escape from the internet.” 

Oof. So simple, yet so spot on. With AI-generated slop — sorry, content — now having overtaken human-generated words and images online, with social media use appearing to have peaked and with “dumb phones” being touted as this year’s status symbol, it does feel as if the tide is beginning to turn towards the general de-enshittification of life. 

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And what could be a better way to resist the ever-swelling stream of mediocrity and nonsense on the internet, and to stick it to the avaricious behemoths of the “attention economy”, than to pick up a work of fiction (ideally not purchased on one of these behemoths’ platforms), with no goal other than sheer pleasure and the enrichment of our lives? But while the tide might have started to turn, we don’t seem to have quite got there yet on the reading front, if we are on our way there at all.

Two-fifths of Britons said last year that they had not read a single book in the previous 12 months, according to YouGov. And, as has been noted many times before on both sides of the Atlantic, it is men who are reading the least — just 53 per cent had read any book over the previous year, compared with 66 per cent of women — both in overall numbers and specifically when it comes to fiction.

Yet pointing this out, and lamenting the “disappearance of literary men”, has become somewhat contentious. A much-discussed Vox article last year asked: “Are men’s reading habits truly a national crisis?” suggesting that they were not and pointing out that women only read an average of seven minutes more fiction per day than men (while failing to note that this itself represents almost 60 per cent more reading time).

Meanwhile an UnHerd op-ed last year argued that “the literary man is not dead”, positing that there exists a subculture of male literature enthusiasts keeping the archetype alive and claiming that “podcasts are the new salons”. 

That’s all well and good, but the truth is that there is a gender gap between men and women when it comes to reading and engaging specifically with fiction, and it’s growing.

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According to a 2022 survey by the US National Endowment for the Arts, 27.7 per cent of men had read a short story or novel over the previous year, down from 35.1 per cent a decade earlier. Women’s fiction-reading habits declined too, but more slowly and from a higher base: 54.6 per cent to 46.9 per cent, meaning that while women out-read men by 55 per cent in 2012 when it came to fiction, they did so by almost 70 per cent in 2022.

The divide is already apparent in young adulthood, and it has widened too: data from 2025 showed girls in England took an A-Level in English literature at an almost four-times-higher rate than boys, with that gap having grown from a rate of about three times higher just eight years earlier.

So the next question is: should we care and, if so, why? Those who argue that yes, we should, tend to give a few reasons. They point out that reading fiction fosters critical thinking, empathy and improves “emotional vocabulary”. They argue that novels often contain heroic figures and strong, virtuous representations of masculinity that can inspire and motivate modern men. They cite Andrew Tate, the titan of male toxicity, who once said that “reading books is for losers who are afraid to learn from life”, and that “books are a total waste of time”, as an example of whose advice not to follow. 

I agree with all of this — wholeheartedly, I might add. But I’m not sure how many of us, women or men, are picking up books in order to become more virtuous people. Perhaps the more compelling, or at least motivating, reason for reading fiction is simply that it offers a form of pleasure and attention that the modern world is steadily eroding. In a hyper-capitalist culture optimised for skimming and distraction, the ability to sit still with a novel is both subversive and truly gratifying. The real question, then, is why so many men are not picking one up.

jemima.kelly@ft.com

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Slow-moving prisoner releases in Venezuela enter 3rd day after government announces goodwill effort

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Slow-moving prisoner releases in Venezuela enter 3rd day after government announces goodwill effort

SAN FRANCISCO DE YARE, Venezuela — As Diógenes Angulo was freed Saturday from a Venezuelan prison after a year and five months, he, his mother and his aunt trembled and struggled for words. Nearby, at least a dozen other families hoped for similar reunions.

Angulo’s release came on the third day that families had gathered outside prisons in the capital, Caracas, and other communities hoping to see loved ones walk out after Venezuela ’s government pledged to free what it described as a significant number of prisoners. Members of Venezuela’s political opposition, activists, journalists and soldiers were among the detainees that families hoped would be released.

Angulo was detained two days before the 2024 presidential election after he posted a video of an opposition demonstration in Barinas, the home state of the late President Hugo Chávez. He was 17 at the time.

“Thank God, I’m going to enjoy my family again,” he told The Associated Press, adding that others still detained “are well” and have high hopes of being released soon. His faith, he said, gave him the strength to keep going during his detention.

Minutes after he was freed, the now 19-year-old learned that former President Nicolás Maduro had been captured by U.S. forces Jan. 3 in a nighttime raid in Caracas.

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The government has not identified or offered a count of the prisoners being considered for release, leaving rights groups scouring for hints of information and families to watch the hours tick by with no word.

President Donald Trump has hailed the release and said it came at Washington’s request.

On Thursday, Venezuela ’s government pledged to free what it said would be a significant number of prisoners. But as of Saturday, fewer than 20 people had been released, according to Foro Penal, an advocacy group for prisoners based in Caracas. Eight hundred and nine remained imprisoned, the group said.

A relative of activist Rocío San Miguel, one of the first to be released and who relocated to Spain, said in a statement that her release “is not full freedom, but rather a precautionary measure substituting deprivation of liberty.”

Among the prominent members of the country’s political opposition who were detained after the 2024 presidential elections and remain in prison are former lawmaker Freddy Superlano, former governor Juan Pablo Guanipa, and Perkins Rocha, lawyer for opposition leader María Corina Machado. The son-in-law of opposition presidential candidate Edmundo González also remains imprisoned.

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One week after the U.S. military intervention in Caracas, Venezuelans aligned with the government marched in several cities across the country demanding the return of Maduro and his wife Cilia Flores. The pair were captured and transferred to the United States, where they face charges including conspiracy to commit narco-terrorism.

Hundreds demonstrated in cities including Caracas, Trujillo, Nueva Esparta and Miranda, many waving Venezuelan flags. In Caracas, crowds chanted: “Maduro, keep on going, the people are rising.”

Acting president Delcy Rodríguez, speaking at a public social-sector event in Caracas, again condemned the U.S. military action on Saturday.

“There is a government, that of President Nicolás Maduro, and I have the responsibility to take charge while his kidnapping lasts … . We will not stop condemning the criminal aggression,” she said, referring to Maduro’s ousting.

On Saturday, Trump said on social media: “I love the Venezuelan people and I am already making Venezuela prosperous and safe again.”

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After the shocking military action that overthrew Maduro, Trump stated that the United States would govern the South American country and requested access to oil resources, which he promised to use “to benefit the people” of both countries.

Venezuela and the United States announced Friday that they are evaluating the restoration of diplomatic relations, broken since 2019, and the reopening of their respective diplomatic missions. A mission from Trump’s administration arrived in the South American country on Friday, the State Department said.

Venezuelan Foreign Minister Yván Gil responded to Pope Leo XIV, who on Friday called for maintaining peace and “respecting the will of the Venezuelan people.”

“With respect for the Holy Father and his spiritual authority, Venezuela reaffirms that it is a country that builds, works, and defends its sovereignty with peace and dignity,” Gil said on his Telegram account, inviting the pontiff “to get to know this reality more closely.”

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