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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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Trump Says Israel and Lebanon Agree to Extend Cease-Fire by Three Weeks

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Trump Says Israel and Lebanon Agree to Extend Cease-Fire by Three Weeks

President Trump announced a three-week extension of a cease-fire between Israel and Lebanon that had been set to expire in a few days, after hosting a meeting between Israeli and Lebanese diplomats at the White House on Thursday.

Hezbollah, the Iranian-backed militant group that has been attacking Israel from southern Lebanon, did not have representatives at the meeting and did not immediately comment on the announcement. The prime minister of Israel and the president of Lebanon also did not comment.

A successful peace agreement would hinge upon Hezbollah halting attacks, which Lebanon’s government has little power to enforce because it does not control the militia. Lebanon’s military has mostly stayed out of the fighting and is not at war with Israel.

The cease-fire, which was scheduled to end on April 26, would last until May 17 if it takes effect as Mr. Trump described it. Before the cease-fire was brokered last week, nearly 2,300 people were killed in Lebanon and 13 in Israel. Since then, the number of Israeli airstrikes and Hezbollah attacks have been dramatically reduced, though the two sides have continued exchanging fire.

The Lebanese Ambassador to the United States, Nada Hamadeh, credited Mr. Trump for extending the cease-fire, saying that “with your help and support, we can make Lebanon great again.” Mr. Trump replied, “I like that phrase, it’s a good phrase.”

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Asked about the potential of a lasting peace agreement between Israel and Lebanon, Mr. Trump said that “I think there’s a great chance. They are friends about the same things and they are enemies on the same things.”

But Lebanon and Israel have periodically been at war since Israel’s founding in 1948. Israel has invaded Lebanon for the fifth time since 1978, incursions that have destabilized the country and the delicate balance of power between Muslim, Christian and Druze communities.

In the hours before the president’s announcement on social media, Israel and Hezbollah were trading attacks in southern Lebanon, testing the existing cease-fire.

Mr. Trump said the meeting at the White House had been attended by high-ranking U.S. officials, including Vice President JD Vance, Secretary of State Marco Rubio and the U.S. ambassadors to Israel and Lebanon.

Earlier on Thursday, an Israeli strike near the southern Lebanese city of Nabatieh killed three people, according to Lebanon’s health ministry. Hezbollah claimed three separate attacks on Israeli troops who are occupying southern Lebanon, though none were wounded or killed.

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Hezbollah set off the latest round of fighting last month by attacking Israel soon after the start of the U.S.-Israeli bombing campaign in Iran. Israel responded to Hezbollah’s attacks by launching airstrikes across Lebanon and widening a ground invasion of the country’s south.

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U.S. soldier charged with suspected Polymarket insider trading over Maduro raid

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U.S. soldier charged with suspected Polymarket insider trading over Maduro raid

Smoke rises from Port of La Guaira in Venezuela on Jan. 3, 2026 after U.S. forces seized the country’s president, Nicolas Maduro and his wife.

Jesus Vargas/Getty Images


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Jesus Vargas/Getty Images

Federal prosecutors on Thursday unsealed an indictment against a U.S. Army soldier, accusing him of using his insider knowledge of the clandestine military operation to capture Venezuelan leader Nicolás Maduro in January to reap more than $400,000 in profits on the popular prediction market site Polymarket.

The Justice Department says Gannon Ken Van Dyke, 38, who was stationed at Fort Bragg, in North Carolina, was part of the team that planned and carried out the predawn raid in Caracas earlier this year that resulted in the apprehension of Maduro.

The Department of Justice and the Commodity Futures Trading Commission filed the actions against Van Dyke, the first time U.S. officials have leveled criminal charges against someone over prediction market wagers.

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According to the indictment, Van Dyke now faces counts of wire fraud, commodities fraud, misusing non-public government information and other charges.

Trading under numerous usernames including “Burdensome-Mix,” Van Dyke allegedly traded about $32,000 on the arrest of Maduro, resulting in profits exceeding $400,000.

“Prediction markets are not a haven for using misappropriated confidential or classified information for personal gain,” said U.S. Attorney Jay Clayton for the Southern District of New York. “Those entrusted to safeguard our nation’s secrets have a duty to protect them and our armed service members, and not to use that information for personal financial gain.”

Van Dyke’s defense lawyer is not yet publicly known. Polymarket did not return a request for comment.

The charges against Van Dyke come at a sensitive time for the prediction market industry, which has been growing exponentially, despite calls in Washington and among state leaders for the sites to be reined in.

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Van Dyke is the first to be charged in the U.S. for suspected Polymarket insider trading, but Israeli authorities in February arrested several people and charged two on suspicion of using classified information to place bets about military operations in Iran on Polymarket.

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Senate Adopts GOP Budget, Laying the Groundwork to Fund ICE and Reopen DHS

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Senate Adopts GOP Budget, Laying the Groundwork to Fund ICE and Reopen DHS

The Senate early Thursday morning adopted a Republican budget blueprint that would pave the way for a $70 billion increase for immigration enforcement and the eventual reopening of the Department of Homeland Security.

Republicans pushed through the plan on a nearly party-line vote of 50 to 48. It came after an overnight marathon of rapid-fire votes, known as a vote-a-rama, in which the G.O.P. beat back a series of Democratic proposals aimed at addressing the high cost of health care, housing, food and energy. The debate put the two parties’ dueling messages on vivid display six months before the midterm elections.

Republicans, who are using the budget plan to lay the groundwork to eventually push through a filibuster-proof bill providing a multiyear funding stream for President Trump’s immigration crackdown, used the all-night session to highlight their hard-line stance on border security, seeking to portray Democrats as unwilling to safeguard the country.

Democrats tried and failed to add a series of changes aimed at addressing cost-of-living issues, seizing the opportunity to hammer Republicans as out of touch with and unwilling to act on the concerns of everyday Americans.

Here’s what to know about the budget plan and the nocturnal ritual senators engaged in before adopting it.

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The budget blueprint is a crucial piece of Republicans’ plan to fund the Department of Homeland Security and end a shutdown that has lasted for more than two months. After Democrats refused to fund immigration enforcement without new restrictions on agents’ tactics and conduct, the G.O.P. struck a deal with them to pass a spending bill that would fund everything but ICE and the Border Patrol. Republicans said they would fund those agencies through a special budget bill that Democrats could not block.

“We can fix this with Republican votes, and we will,” said Senator Lindsey Graham, Republican of South Carolina and the Budget Committee chairman. “Every Democrat has opposed money for the Border Patrol and ICE at a time of great peril.”

In resorting to a new budget blueprint, Republicans laid the groundwork to deny Democrats a chance to stop the immigration enforcement funding. But they also submitted themselves to a vote-a-rama, in which any senator can propose unlimited changes to such a measure before it is adopted.

The budget measure now goes to the House, which must adopt it before lawmakers in both chambers can draft the legislation funding immigration enforcement. That bill will provide yet another opportunity for a vote-a-rama even closer to the November election.

Democrats took to the floor to criticize Republicans for supercharging funding for federal immigration enforcement rather than moving legislation that would address Americans’ concerns over affordability.

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“This is what Republicans are fighting for,” said Senator Chuck Schumer, Democrat of New York and the Democratic leader. “To maintain two unchecked rogue agencies that are dreaded in all corners of this country instead of reducing your health care costs, your housing costs, your grocery costs, your gas costs.”

Democrats offered a host of amendments along those lines, all of which were defeated by Republicans — and that was the point. The proposals were meant to put the G.O.P. in a tough political spot, showcasing their opposition to helping Americans afford high living costs. Fewer than a handful of G.O.P. senators crossed party lines to support them.

The G.O.P. thwarted an effort by Mr. Schumer to require that the budget measure lower out-of-pocket health care costs for Americans. Two Republicans who are up for re-election this year, Senators Susan Collins of Maine and Dan Sullivan of Alaska, voted with Democrats, but the proposal was still defeated.

Republicans also squelched a move by Senator Ben Ray Lujan, Democrat of New Mexico, to create a fund that would lower grocery costs and reverse cuts to food aid programs that Republicans enacted last year. Ms. Collins and Mr. Sullivan again joined Democrats.

Also defeated by the G.O.P.: a proposal by Senator John Hickenlooper, Democrat of Colorado, to address rising consumer prices brought on by Mr. Trump’s tariffs and the war in Iran; one by Senator Edward J. Markey, Democrat of Massachusetts, to require the budget measure to address rising electricity prices, and another by Mr. Markey to create a fund to bring down housing costs.

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Senator Jon Ossoff, a Democrat who is up for re-election in Georgia, also sought to add language requiring the budget plan to address health insurance companies denying or delaying access to care, but that, too was blocked by Republicans.

While Republicans had fewer proposals for changes to their own budget plan, they also sought to offer measures that would underscore their aggressive stance on immigration enforcement and dare Democrats to vote against them.

Mr. Graham offered an amendment to allocate funds toward a deficit-neutral reserve fund relating to the apprehension and deportation of adult immigrants convicted of rape, murder, or sexual abuse of a minor after illegally entering the United States. It passed unanimously.

Senator Josh Hawley, Republican of Missouri, sought to bar Medicaid payments to Planned Parenthood, which provides abortion and other services, and criticized the organization for providing transgender care to minors. Senator John Kennedy, Republican of Louisiana, also attempted to tack on the G.O.P. voter identification bill, known as the SAVE America Act. Both proposals were blocked when Democrats, joined by a few Republicans, voted to strike them as unrelated to the budget plan.

The Republicans who crossed party lines to oppose their own party’s proposals for new voting requirements were Ms. Collins along with Senators Mitch McConnell of Kentucky, Lisa Murkowski of Alaska and Thom Tillis of North Carolina.

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Ms. Collins and Ms. Murkowski also opposed the effort to block payments to Planned Parenthood.

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