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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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Who is Delcy Rodríguez, Venezuela’s leader after Maduro’s capture? | CNN

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Who is Delcy Rodríguez, Venezuela’s leader after Maduro’s capture? | CNN

Following the capture of President Nicolás Maduro during a US military operation in Venezuela, the command of the South American country has fallen into the hands of Executive Vice President Delcy Rodríguez.

That is what Venezuela’s constitution outlines in its different scenarios anticipating a president’s absence. Under Articles 233 and 234, whether the absence is temporary or absolute, the vice president takes over the presidential duties.

Rodríguez – also minister for both finance and oil – stepped into the role on Saturday afternoon. Hours after the capture of Maduro and his wife, Cilia Flores, she chaired a National Defense Council session, surrounded by other ministers and senior officials, and demanded the couple’s “immediate release” while condemning the US military operation.

Standing before the Venezuelan flag, Rodríguez said the early-morning operation represents a blatant violation of international law and Venezuela’s sovereignty. She added that the action must be rejected by Venezuelans and condemned by governments across Latin America.

“We call on the peoples of the great homeland to remain united, because what was done to Venezuela can be done to anyone. That brutal use of force to bend the will of the people can be carried out against any country,” she told the council in an address broadcast by state television channel VTV.

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Rodríguez, 56, is from Caracas and studied law at the Central University of Venezuela.

She has spent more than two decades as one of the leading figures of chavismo, the political movement founded by President Hugo Chávez and led by Maduro since Chávez’s death in 2013.

Alongside her brother Jorge Rodríguez, the current president of the National Assembly, she has held various positions of power since the Chávez era. She served as minister of communication and information from 2013 to 2014 and later became foreign minister from 2014 to 2017. In that role, she defended Maduro’s government against international criticism, including allegations of democratic backsliding and human rights abuses in the country.

As foreign minister, Rodríguez represented Venezuela at forums such as the United Nations, where she accused other governments of seeking to undermine her country.

In 2017, Rodríguez became president of the Constituent National Assembly that expanded the government’s powers after the opposition won the 2015 legislative elections. In 2018, Maduro appointed her vice president for his second term. She retained the post during his third presidential term, which began on January 10, 2025, following the controversial July 28, 2024, elections. Until the president’s capture, she served as Venezuela’s chief economic authority and minister of petroleum.

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Venezuela’s opposition maintains that the 2024 elections were fraudulent and that Maduro is not a legitimately elected president. They insist that the true winner was former ambassador Edmundo González Urrutia, a position supported by some governments in the region.

José Manuel Romano, a constitutional lawyer and political analyst, told CNN that the positions Rodríguez has held show she is a “very prominent” figure within the Venezuelan government and someone who enjoys the president’s “full trust.”

“The executive vice president of the republic is a highly effective operator, a woman with strong leadership skills for managing teams,” Romano said.

“She is very results-oriented and has significant influence over the entire government apparatus, including the Ministry of Defense. That is very important to note in the current circumstances,” he added.

On the path to an understanding with the US?

Hours after Maduro’s capture, and before Rodríguez addressed the National Defense Council, US President Donald Trump said at a press conference that Secretary of State Marco Rubio had spoken with the vice president. According to Trump, she appeared willing to work with Washington on a new phase for Venezuela.

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“She had a conversation with Marco. She said, ‘We’re going to do whatever you need.’ I think she was quite courteous. We’re going to do this right,” Trump said.

Trump’s remarks, however, surprised some analysts, who believe Rodríguez is unlikely to make concessions to the United States.

“She is not a moderate alternative to Maduro. She has been one of the most powerful and hard-line figures in the entire system,” Imdat Oner, a policy analyst at the Jack D. Gordon Institute and a former Turkish diplomat based in Venezuela, told CNN.

“Her rise to power appears to be the result of some kind of understanding between the United States and key actors preparing for a post-Maduro scenario. In that context, she would essentially serve as a caretaker until a democratically elected leader takes office,” the analyst added.

In her first messages following Maduro’s capture, Rodríguez showed no signs of backing down and, without referencing Trump’s statements, closed the door to any potential cooperation with the United States.

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Earlier in the morning, during a phone interview with VTV, Rodríguez said the whereabouts of Maduro and Flores were unknown and demanded proof that they were alive. Later in the afternoon, during the National Defense Council session, she escalated her rhetoric, condemned the US operation and, despite the circumstances, insisted that Maduro remains in charge of Venezuela.

“There is only one president in this country, and his name is Nicolás Maduro Moros,” said Rodríguez — now, by force of events, the most visible face of the government.

Reuters news agency contributed to this report.

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For those who help the poor, 2025 goes down as a year of chaos

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For those who help the poor, 2025 goes down as a year of chaos

Paul B. Miller shops at The Market food pantry in Logan, Ohio on Dec. 9. Food aid was just one of many services offered here that faced disruption in 2025.

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LOGAN, Ohio – Before dawn, in a cold, blustery drizzle, a line forms outside a small, squat building on an open stretch of road on the outskirts of town.

“My heater quit working in my car,” Scott Skinner says good-naturedly to the next man in line. “Man, what kinda luck am I having.”

The building is called “The Market” because it has a food pantry, but Skinner and the others are here to sign up for heating assistance. He’s been calling for a month to get an appointment with no luck, so he showed up an hour ago to snag a walk-in slot.

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The demand for help is more acute than usual because heating aid was suspended during the recent government shutdown. At the same time, SNAP food benefits were suspended for weeks, and some food pantry shoppers are still playing catch up.

One of those people is Lisa Murphy. She’s 61, disabled and relies on Social Security, and says it’s important to have “places like this that really help us.” 

“I still owe my gas bill. I owe $298,” Murphy says. “It’s hard to buy food and pay my bills, too.”

Lisa Murphy of Junction City, Ohio grocery shops at The Market at Hocking Drive on Dec. 9.

Lisa Murphy grocery shops at The Market food pantry in Logan, Ohio. She’s still behind on bills after SNAP food benefits were paused for two weeks during the recent federal shutdown.

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A detail from Miller's grocery cart; signs tell clients of the number of items that can be taken.

A detail from Miller’s grocery cart; signs tell clients the number of items that can be taken.

Rich-Joseph Facun for NPR

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But even as need grows with rising costs and unemployment, local anti-poverty groups like the one that runs The Market say their work has been threatened as never before amid the Trump administration’s funding cuts, pauses and reversals targeting a long list of safety-net programs. The shutdown was only the latest disruption that forced them to scramble to keep operating.

And, they say, the year of chaos has left deep uncertainty over which programs may be hit next.

‘Emergency response mode’

The Market in Logan, Ohio, is part of Hocking Athens Perry Community Action – HAPCAP for short – one of a thousand such agencies across the country that have been around since the 1960s. They connect some 15 million people with housing, health care, food aid and much more.

At HAPCAP, services include Meals on Wheels, Head Start, a public bus system, employment help, and a food bank that serves 10 counties across southeast Appalachian Ohio.

It’s an impressive range, but this year that’s also made it a big target for federal funding cuts. 

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“Eighty percent of our funding comes from federal grants,” says executive director Kelly Hatas. The “worst day” of her career was back in January, when the Trump administration ordered a federal funding freeze, saying it wanted to shift priorities and promote efficiency.

“When we got that news we were in immediate emergency response mode, like, what are we going to do?” she says.

Kelly Hatas, executive director of Hocking Athens Perry Community Action, talks with Amyrose McManaway, 3, of Haydenville, Ohio, while her parents grocery shop at The Market at Hocking Drive on Dec. 9.

Kelly Hatas, executive director of Hocking Athens Perry Community Action (HAPCAP), talks with the child of a couple who are shopping at the food pantry. Hatas says the nonprofit has had to scramble all year as various safety-net programs were hit with federal funding cuts or pauses.

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The most urgent threat was to six Head Start centers.

“Our Head Start director was on a call with all of her center coordinators telling them we’re laying everyone off tomorrow,” Hatas recalls. “And then there was some secondary information that was like, ‘Just kidding … Head Start is excluded.’”

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That whiplash shook people’s trust. And the hits kept coming.

In March, the administration canceled or paused a billion dollars that helped food banks. In May, President Trump’s budget called for zeroing out Head Start and heating assistance, along with major cuts to other safety-net programs like rental aid. He also proposed eliminating the $770 million dollar Community Services Block Grant that directly supports these anti-poverty groups, including it in a list of “woke programs.”

Congress eventually funded many of those programs, but the Office of Management and Budget took months to get out the block grant money. 

“OMB just decided not to spend it, totally usurping congressional authority,” says David Bradley, who advocates for these local groups with the National Community Action Foundation.

He says they’ve long had strong bipartisan support.

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“So we’ve had two major fights with the administration,” he says. “We won them because Republicans helped.”

An overview of East Main Street in Logan, Ohio on Dec. 9.

East Main Street in Logan, a small town in southeast Appalachian Ohio.

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In a statement, an OMB spokesperson said these anti-poverty programs fund “radically partisan activities, like teaching toddlers to be antiracist and ‘LGBTQIA+ welcoming.’” It also criticized a program that combined affordable housing with clean energy “in the pursuit of both economic and environmental justice.”

“President Trump ran on fiscal responsibility and ending wasteful DEI spending in government,” the statement says.“The American taxpayer should not be made to fund critical race theory.”

Health and Human Services spokesman Andrew Nixon said the agency “administers CSBG consistent with the funding levels Congress provides to support services for low-income families.”

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Funding chaos and uncertainty

In Ohio, Hatas says the state has shifted money to help address federal funding crises as they’ve popped up to keep programs going. But the biggest challenge remains uncertainty.

“The panic and the just day-to-day not knowing what’s going to happen, is just really difficult,” she says.

Because of that, HAPCAP has scaled back some plans, including for a new Head Start facility and a much-needed homeless shelter. It’s also had to pull out of food distribution at schools because of a lack of staff. Some employees are leaving, worried about losing their jobs. Others have been laid off or had their hours trimmed.

“It cut my paychecks completely in half,” says Kelsey Sexton, who manages the front desk but was shifted to part-time in the fall. “We have a mortgage, a car payment. With Christmas coming, my husband was like, what are we going to do?”

She was bumped back up to full-time – but so far only temporarily – after the shutdown pause in SNAP payments brought a surge of people to the food pantry.

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Losing a job can be extra tough in rural communities.

“We don’t really have jobs growing on trees … and so there’s nowhere for these folks to go,” says Megan Riddlebarger, who heads the Corporation for Ohio Appalachian Development (COAD) half an hour away in Athens.

Hocking Athens Perry Community Action Administrative Clerk Kelsey Sexton; Executive Director of Corporation for Ohio Appalachian Development Megan Riddlebarger.

Kelsey Sexton (left) had her hours as a desk clerk at HAPCAP cut in half. Megan Riddlebarger (right) heads the Corporation for Ohio Appalachian Development and says anti-poverty agencies are important for local economies in this rural region.

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She oversees federal funding for 17 antipoverty groups across the eastern part of the state, and says they’re important for rural economies.

“These aren’t just, like, people volunteering for fun,” she says. “These are some of the biggest businesses in town, buying most of the products that are bought and sold in the town.”

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Helping people stay warm and at home 

Down a flight of stairs from Riddlebarger’s office, five burly men at long desks take notes as Dave Freeman goes over how to properly install a water heater vent. It’s a refresher training class for inspectors, part of a weatherization assistance program the White House also wanted to end.

Freeman says many older homes in the area are full of cracks and crevices with almost no insulation.

“That house that you walk in (that) has the blanket at the stairway, so ‘Oh, honey, I haven’t been upstairs, it’s so cold up there,’” he says.

Weatherizing homes not only lets people live comfortably, it also saves them money.

“Say their electric bill goes down or gas bill goes down, they might be able to buy a pizza on a Saturday night,” Freeman says. “And that’s a big thing.”

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Adam Murdock, left, attends attends a training class for weatherization inspectors at Corporation Ohio Appalachian Development's Weatherization Training Center as training coordinator Dave Freeman, right, gives instruction, on Dec. 9, in Athens, Ohio. COAD is a non-profit that provides essential services like weatherization, energy assistance, childcare resources, senior programs and workforce development.

Adam Murdock (left) attends attends a training class for weatherization inspectors at the Corporation for Ohio Appalachian Development.

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But COAD’s funding for weatherization was delayed months, which jeopardized staffing. “You can get paid to do similar work in the private sector, and so retaining that staff is already a challenge,” says Riddlebarger.

Most of the agencies she oversees were able to cover the gap until money finally came through in November. But she says it means squeezing what’s supposed to be a year-long program into about half that time “with the same expectations for performance reporting.”

Diana Eads’ volunteer job with COAD – which includes a small stipend – was also at risk earlier this year, when the Trump administration gutted AmeriCorps grants with little explanation. As part of the AmeriCorps Seniors companion program Eads visits and helps out low-income people.

“My companions have been elderly, they’re not able to get out,” she says. “They’re just one-step away from nursing home care.”

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Diana Eads, 74, a volunteer for Corporation Ohio Appalachian Development, sits for her portrait at the COAD office on Dec. 9.

Diana Eads, 74, visits with elderly people as part of the AmeriCorps seniors program. When a funding cut threatened her small stipend for gas money, she told an 88-year-old woman who lives far away that she would keep visiting no matter what.

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If they were to land in a nursing home or assisted living, that could cost thousands of dollars a month in Medicaid spending. But Eads helps keep them at home for just $4 dollars an hour, to help cover gas or other small bills.

“Being rural, my one companion, it’s 56 miles roundtrip,” she says.

Riddlebarger managed to secure local philanthropic funding to keep operating, and after a legal challenge AmeriCorps federal funding was restored.

Through it all Eads reassured her companion, an 88-year old woman she’d been visiting for five years.

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“I told her no matter what happened, I would not stop visiting,” Eads says. “That was important.”

A grim 2026 outlook

After a year struggling to keep serving those most in need, advocates say they don’t see much relief in site. Republicans in Congress passed major cuts to Medicaid and SNAP food aid and those will start to take hold.

The Trump administration also is considering dramatic limits to rental assistance and has laid out major cuts to long-term housing for people leaving homelessness, a move that faces a legal challenge.

On top of that, the administration’s mass firings and buyouts hit hard in offices that administer various safety-net programs.

Anthony Waddell of Haydenville, Ohio enters the The Market at Hocking Drive on Dec. 9.

The Market runs a food pantry and helps connect people with other services. In December, people seeking an appointment for heating assistance often line up outside before dawn.

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Riddlebarger says most anti-poverty funding already falls far short of the need, and making it even harder to help people is exhausting.

“Not knowing which of our many services we are going to be able to keep operating makes us waste valuable capacity trying to plug holes that shouldn’t be holes,” she says. “We’re just breaking the wheel and reinventing it at a great cost to all parties.”

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‘Bomb cyclone’ forecasted to bring heavy snow, blizzard conditions and dangerous travel

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‘Bomb cyclone’ forecasted to bring heavy snow, blizzard conditions and dangerous travel

People walk through the snow in Brooklyn after an overnight storm on Saturday in New York City.

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An intense cyclone system is fueling a mix of severe weather, including a winter storm that will impact upper parts of the United States.

Heavy snow, blizzards, extreme cold and damaging winds are likely to create hazardous conditions stretching from Montana east to Maine, and Texas north to Pennsylvania, according to the National Weather Service (NWS).

More than eight million people were under winter storm warnings from the NWS on Sunday afternoon. Nearly two million people were under blizzard warnings. Meteorologists warn that after winter weather Friday and Saturday, an arctic front clashing with warm air could rapidly intensify into a ‘bomb cyclone’ over the Midwest and Great Lakes through Monday. A ‘bomb cyclone’ or bombogenesis is a rapidly deepening area of low pressure that creates harsh weather conditions.

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“We are anticipating some pretty big snows over the next 24 hours, especially across east central Minnesota to northern Wisconsin to the Upper Peninsula of Michigan. A lot of those places will have 6-12 inches,” NWS Lead Forecaster Bob Oravec told NPR on Sunday.

Blizzard conditions will cause near zero visibility and possible power outages Sunday night though Monday evening in some locations in Michigan’s Upper Peninsula, according to the NWS Marquette. A foot of snow or more is possible in areas along Lake Superior with 40 to 65 mile per hour winds, according to forecasts.

Marquette Mayor Paul Schloegel told NPR on Sunday the Marquette Board of Light & Power is prepared to handle any loss of electricity. He said in an email the main priority is keeping people safe.

“We tend to heed the advice of our weather forecasters and prepare to hunker down as needed,” Schloegel wrote. “As far as taking care of the snow, our extremely dedicated public works and MDOT crews do a great job taking care of our residents, they are true professionals. Roads are usually back to normal within 24 [hours].”

Schloegel said Marquette residents appreciate a good blizzard while taking precautions.

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“We choose to live here for our love of [four] full seasons and appreciate the effect the greatest lake, Lake Superior, has on our climate,” he said.

Minnesota is also bracing for major impacts. Blizzard and winter storm warnings and advisories are in place for most of the state. As much as 10 inches of snow could fall in the Twin Cities and potentially life-threatening travel conditions are likely through early Monday morning, according to the NWS.

The ‘bomb cyclone’ is also sending cold temperatures below freezing.

Residents of Havre, Mont., about 45 miles south of the Canadian border, could feel wind chill values as low as 15 degrees below zero late Sunday. The actual temperature is forecast to fall to 2 degrees below zero.

Farther south in Dallas, Texas, temperatures are expected to drop dramatically from the 80s on Sunday to highs in the 40s on Monday, according to the NWS.

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In the Northeast, freezing rain could cause travel problems, including icing in northern New England and northern New York state, late Sunday into Monday, according to Oravec.

When colder air moves into New York City early this week, remaining snow on the ground from the weekend storm will freeze and create further hazardous travel conditions, Oravec said.

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