Connect with us

News

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

Published

on

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.  

Advertisement

“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.

Advertisement

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.

Advertisement

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.”

Advertisement

“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.”

Find out about our latest stories first — follow @financialtimesfashion on Instagram — and subscribe to our podcast Life & Art wherever you listen

Advertisement

News

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

Published

on

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.

Advertisement

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.

Advertisement

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.”

Advertisement

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.”

Advertisement
Continue Reading

News

Video: Raising a Baby in Altadena’s Ashes

Published

on

Video: Raising a Baby in Altadena’s Ashes

“So, my daughter, Robin, was born Jan. 5, 2025.” “Hi, baby. That’s you.” “When I first saw her, I was like, ‘Oh my God, she’s here.’” “She was crying and immediately when she was up on my face, she stopped crying.” “I got the room with the view.” “But it wasn’t until way later, I saw a fire near the Pasadena Mountains.” “We’re watching the news on the TV, hoping that it’s just not going to reach our house.” “The Eaton fire has scorched over 13,000 acres.” “Sixteen people confirmed dead.” “More than 1,000 structures have been destroyed.” “And then that’s when we got the call. Liz’s mom crying, saying the house is on fire.” “Oh, please. No, Dios mio. Go back. Don’t go that way. It’s closed. Go, turn. Turn back.” “Our house is burning, Veli.” “Oh my God.” “It was just surreal. Like, I couldn’t believe it.” “There’s nothing left.” “Not only our house is gone, the neighbors’ houses are gone, her grandma’s house is gone. All you could see was ash.” “My family has lived in Altadena for about 40 years. It was so quiet. There’s no freeways. My grandmother was across the street from us. All our family would have Christmas there, Thanksgivings. She had her nopales in the back. She would always just go out and cut them down and make salads out of them. My grandmother is definitely the matriarch of our family. My parents, our house was across the street. And then me and Javi got married right after high school.” “My husband’s getting me a cookie.” “Me and Javi had talked a lot about having kids in the future. Finally, after 15 years of being married, we were in a good place. It was so exciting to find out that we were pregnant. We remodeled our whole house. We were really preparing. My grandmother and my mom, they were like, crying, and they were like, so excited.” “Liz!” “I had this vision for her, of how she would grow up, the experiences maybe she would have experiencing my grandmother’s house as it was. We wanted her to have her childhood here. But all of our preparation went out the window in the matter of a few hours.” “And we’re like, ‘What do we do?’ And then we get a phone call. And it was Liz’s uncle. He was like, ‘Hey, come to my house. We have a room ready for you.’” “In my more immediate family, nine people lost their homes, so it was about 13 people in the house at any given point for the first three months of the fire. It was a really hard time. We had to figure out insurance claim forms, finding a new place to live, the cost of rebuilding — will we be able to afford it? Oh my gosh, we must have looked at 10 rentals. The experience of motherhood that I was hoping to have was completely different. Survival mode is not how I wanted to start. “Hi, Robin.” “Robin — she was really stressed out. “She’s over it.” “Our stress was radiating towards Robin. I feel like she could feel that.” “There was just no place to lay her safely, where she could be free and not stepped over by a dog or something. So she was having issues gaining strength. So she did have to go to physical therapy for a few months to be able to lift her head.” “One more, one more — you can do it.” “All the stress and the pain, it was just too much.” “Then Liz got really sick.” “I didn’t stop throwing up for five hours. Javi immediately took me to the E.R. They did a bunch of tests and figured out it was vertigo, likely stress-induced. It felt like, OK, something has to slow down. I can’t just handle all of it myself all the time. My mom is so amazing and my grandmother, they really took care of us in a really wonderful way. So — yeah.” “We’ve been able to get back on our feet. “Good high-five.” “I think it has changed how I parent. I’m trying to shed what I thought it would be like, and be open to what’s new. Robin is doing much better. She’s like standing now and trying to talk. She says like five words already. Even if it’s not exactly home for Robin, I wanted to have those smells around. You walk in and it smells like home. For us, it’s definitely tamales. My grandmother’s house is not being rebuilt. I can tell she’s so sad. “Let me just grab a piece of this.” “So right now, where Javi’s standing is the front. One bedroom there, here in the middle, and Robin’s bedroom in the corner. My grandma will live with us versus across the street, which is silver linings. Yeah, and we did make space for a garden for her.” “What are you seeing? What do you think? What do you think, Robin?” “The roots of Altadena — even though they’re charred — they’re going to be stronger than before.” “How strong you can be when something like this happens, I think is something that’s really important for her to take on. And that I hope Altadena also takes on.”

Continue Reading

News

New video shows fatal Minnesota ICE shooting from officer’s perspective

Published

on

New video shows fatal Minnesota ICE shooting from officer’s perspective

People participate in a protest and noise demonstration calling for an end to federal immigration enforcement operations in the city, Friday, Jan. 9, 2026, in Minneapolis.

John Locher/AP


hide caption

toggle caption

Advertisement

John Locher/AP

MINNEAPOLIS — A Minnesota prosecutor on Friday called on the public to share with investigators any recordings and evidence connected to the fatal shooting of Renee Good as a new video emerged showing the final moments of her encounter with an immigration officer.

The Minneapolis killing and a separate shooting in Portland, Oregon, a day later by the Border Patrol have set off protests in multiple cities and denunciations of immigration enforcement tactics by the U.S. government. The Trump administration has defended the officer who shot Good in her car, saying he was protecting himself and fellow agents.

The reaction to the shooting has largely been focused on witness cellphone video of the encounter. A new, 47-second video that was published online by a Minnesota-based conservative news site, Alpha News, and later reposted on social media by the Department of Homeland Security shows the shooting from the perspective of ICE officer Jonathan Ross, who fired the shots.

Advertisement
This image from video made by Immigration and Customs Enforcement officer Jonathan Ross via Alpha News shows Renee Good in her vehicle in Minneapolis on Wednesday, Jan. 7, 2026.

This image from video made by Immigration and Customs Enforcement officer Jonathan Ross via Alpha News shows Renee Good in her vehicle in Minneapolis on Wednesday, Jan. 7, 2026.

Jonathan Ross/AP/ICE


hide caption

toggle caption

Jonathan Ross/AP/ICE

Advertisement

Sirens blaring in the background, he approaches and circles Good’s vehicle in the middle of the road while apparently filming on his cellphone. At the same time, Good’s wife also was recording the encounter and can be seen walking around the vehicle and approaching the officer. A series of exchanges occurred:

“That’s fine, I’m not mad at you,” Good says as the officer passes by her door. She has one hand on the steering wheel and the other outside the open driver side window.

“U.S. citizen, former f—ing veteran,” says her wife, standing outside the passenger side of the SUV holding up her phone. “You wanna come at us, you wanna come at us, I say go get yourself some lunch big boy.”

Other officers are approaching the driver’s side of the car at about the same time and one says: “Get out of the car, get out of the f—ing car.” Ross is now at the front driver side of the vehicle. Good reverses briefly, then turns the steering wheel toward the passenger side as she drives ahead and Ross opens fire.

Advertisement

The camera becomes unsteady and points toward the sky and then returns to the street view showing Good’s SUV careening away.

“F—ing b—,” someone at the scene says.

A crashing sound is heard as Good’s vehicle smashes into others parked on the street.

Federal agencies have encouraged officers to document encounters in which people may attempt to interfere with enforcement actions, but policing experts have cautioned that recording on a handheld device can complicate already volatile situations by occupying an officer’s hands and narrowing focus at moments when rapid decision-making is required.

Under an ICE policy directive, officers and agents are expected to activate body-worn cameras at the start of enforcement activities and to record throughout interactions, and footage must be kept for review in serious incidents such as deaths or use-of-force cases. The Department of Homeland Security has not responded to questions about whether the officer who opened fire or any of the others who were on the scene were wearing body cameras.

Advertisement

Homeland Security says video shows self-defense

Vice President JD Vance and Homeland Security spokesperson Tricia McLaughlin said in posts on X that the new video backs their contention that the officer fired in self-defense.

“Many of you have been told this law enforcement officer wasn’t hit by a car, wasn’t being harassed, and murdered an innocent woman,” Vance said. “The reality is that his life was endangered and he fired in self defense.”

Minneapolis Mayor Jacob Frey has said any self-defense argument is “garbage.”

Policing experts said the video didn’t change their thoughts on the use-of-force but did raise additional questions about the officer’s training.

“Now that we can see he’s holding a gun in one hand and a cellphone in the other filming, I want to see the officer training that permits that,” said Geoff Alpert, a criminology professor at the University of South Carolina.

Advertisement

The video demonstrates that the officers didn’t perceive Good to be a threat, said John P. Gross, a professor at the University of Wisconsin Law School who has written extensively about officers shooting at moving vehicles.

“If you are an officer who views this woman as a threat, you don’t have one hand on a cellphone. You don’t walk around this supposed weapon, casually filming,” Gross said.

Ross, 43, is an Iraq War veteran who has served in the Border Patrol and ICE for nearly two decades. He was injured last year when he was dragged by a driver fleeing an immigration arrest.

Attempts to reach Ross at phone numbers and email addresses associated with him were not successful.

Prosecutor asks for video and evidence

Meanwhile, Hennepin County Attorney Mary Moriarty said that although her office has collaborated effectively with the FBI in past cases, she is concerned by the Trump administration’s decision to bar state and local agencies from playing any role in the investigation into Good’s killing.

Advertisement

She also said the officer who shot Good in the head does not have complete legal immunity, as Vance declared.

“We do have jurisdiction to make this decision with what happened in this case,” Moriarty said at a news conference. “It does not matter that it was a federal law enforcement agent.”

Moriarty said her office would post a link for the public to submit footage of the shooting, even though she acknowledged that she wasn’t sure what legal outcome submissions might produce.

Good’s wife, Becca Good, released a statement to Minnesota Public Radio on Friday saying, “kindness radiated out of her.”

“On Wednesday, January 7th, we stopped to support our neighbors. We had whistles. They had guns,” Becca Good said.

Advertisement

“I am now left to raise our son and to continue teaching him, as Renee believed, that there are people building a better world for him,” she wrote.

Protesters confront law enforcement outside the Bishop Henry Whipple Federal Building in Minneapolis, Friday, Jan. 9, 2026.

Protesters confront law enforcement outside the Bishop Henry Whipple Federal Building in Minneapolis, Friday, Jan. 9, 2026.

Adam Bettcher/AP


hide caption

toggle caption

Advertisement

Adam Bettcher/AP

The reaction to Good’s shooting was immediate in the city where police killed George Floyd in 2020, with hundreds of protesters converging on the shooting scene and the school district canceling classes for the rest of the week as a precaution and offering an online option through Feb. 12.

On Friday, protesters were outside a federal facility serving as a hub for the immigration crackdown that began Tuesday in Minneapolis and St. Paul. That evening, hundreds protested and marched outside two hotels in downtown Minneapolis where immigration enforcement agents were supposed to be staying. Some people were seen breaking or spray painting windows and state law enforcement officers wearing helmets and holding batons ordered the remaining group of fewer than 100 people to leave late Friday.

Shooting in Portland

The Portland shooting happened outside a hospital Thursday. A federal border officer shot and wounded a man and woman in a vehicle, identified by the Department of Homeland Security as Venezuela nationals Luis David Nico Moncada and Yorlenys Betzabeth Zambrano-Contreras. Police said they were in stable condition Friday after surgery, with DHS saying Nico Moncada was taken into FBI custody

Advertisement

DHS defended the actions of its officers in Portland, saying the shooting occurred after the driver with alleged gang ties tried to “weaponize” his vehicle to hit them. It said no officers were injured.

Portland Police Chief Bob Day confirmed that the two people shot had “some nexus” to Tren de Aragua, a Venezuelan gang. Day said they came to the attention of police during an investigation of a July shooting believed to have been carried out by gang members, but they were not identified as suspects.

The chief said any gang affiliation did not necessarily justify the shooting by U.S. Border Patrol. The Oregon Department of Justice said it would investigate.

On Friday evening, hundreds of protesters marched to the ICE building in Portland.

The biggest crackdown yet

The Minneapolis shooting happened on the second day of the immigration crackdown in the Twin Cities, which Homeland Security said is the biggest immigration enforcement operation ever. More than 2,000 officers are taking part and Homeland Security Secretary Kristi Noem said they have made more than 1,500 arrests.

Advertisement

The government is also shifting immigration officers to Minneapolis from sweeps in Louisiana, according to documents obtained by The Associated Press. This represents a pivot, as the Louisiana crackdown that began in December had been expected to last into February.

Good’s death — at least the fifth tied to immigration sweeps since President Donald Trump took office — has resonated far beyond Minneapolis. More protests are planned for this weekend, according to Indivisible, a group formed to resist the Trump administration.

Continue Reading
Advertisement

Trending